Marketers embrace the need for customer intelligence to provide them with actionable insight to optimize revenue. But many view creating customer intelligence as costly and complex. The issue isn’t whether customer intelli¬gence is necessary; it’s what kind of customer intelligence do marketers need to achieve their business objectives at any point in time. This paper discusses how to think about using existing data as customer intelligence, learn from it, and then incrementally improve on it over time – an evolutionary approach rather than a revolution.
As they learn and achieve results, marketers will discover the benefits of database marketing and apply customer intelligence in more meaningful ways.