Authors: Matthew Le Merle and Phil Minasian

Marketing’s challenge has always been to develop customer insights, targeted value propositions, and powerful communications in an iterative cycle. The Internet has given marketers a glimpse of how each element of that cycle can be dramatically transformed by new technologies that allow direct customer interactions, the ability to test and modify value propositions on the fly, and the opportunity to present the communication that best fits the customer at any point in the process—while constantly iterating the process as the marketing cycle collapses toward real time.

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