This micro view of customer economics provides a foundation for cost-benefit analysisof investment decisions aimed at building stronger customer relationships.
Success in media-related brand building involves the right mix of market analysis, effective communication, the ability to build relationships, organization and persistence.
Some of these are quite different in kind from traditional data analysis, placing more emphasis on trajectories and speed of response than historical relationships.
Empowered with readily available information, rich analysis, and access to peers around the globe, buyers took full control of their purchase processes and vendor relationships.