Upper Management
How advances in data collection and management are reshaping targeted marketing
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Sean Norris
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Robert Becker, vice president, account services group, for KBM Group, Richardson, Texas, noted that data management, when executed properly, allows marketers to better identify their target customer. "Proper management of enterprise-wide data allows companies to truly understand their customer needs and behaviors, which enables interactions that mean something to both [parties] and improves the overall consumer experience," he explained.
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Sean Norris
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Sean Norris is editor-in-chief for Promo Marketing. Reach him at snorris@napco.com.
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