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The Data-Driven RTM Process

In: Trendology

Author

Listed:
  • Chris Kerns

Abstract

WE’VE SEEN WHAT REAL-TIME MARKETING can achieve, how to construct a solid foundation for success, and how to make sure we’re using a goals-driven approach. But now we’re just sitting here with a bunch of resources and no idea how to build out our program in the right way. We want something that is flexible but repeatable. We want a process that team members understand and can rely on, but also one that doesn’t crush the creative spirit that can make realtime marketing such an effective marketing tool. And, of course, we want to build a process that gives us an advantage by using data throughout to keep the team smart and goal driven. So, great, let’s do all that.

Suggested Citation

  • Chris Kerns, 2014. "The Data-Driven RTM Process," Palgrave Macmillan Books, in: Trendology, chapter 0, pages 181-205, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-47956-3_8
    DOI: 10.1057/9781137479563_8
    as

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