WPP, Channel 4 and Team Obama: A guide to building one-to-one marketing strategies with the DMA

Lena Roland

The over-riding theme that all the speakers had in common at the DMA's Technology Summit, which took place in London earlier this week, was that while it is challenging to manage the vast amount of data now generated, advances in technology is making this easier. Rather, it is managing the human aspect that is most challenging both internally with regards to changing corporate cultures, and externally, in terms of how to build consumer trust.

Dr Phil Klaus, professor of marketing strategy at Cranfield University, opened proceedings with the declaration, “there is no doubt customer experience is the next competitive battleground”.

Distinct approaches to customer service