Big data has huge potential for marketers, but before we get overly concerned with BIG data, marketers should focus on using the data they’ve got. Here’s how Fandango is using “small” data to personalize their marketing — and a few suggestions for improvement.
As a marketer, your job is to guide your leads through the sales funnel, from anonymous prospects to happy customers. But as your organization scales, it becomes increasingly difficult to drive each lead through the funnel in a personalized, customized way. Here’s how lead nurturing has evolved from the “personal chauffeur” method to the self-driving car.