Editor's note.
| Author | Payton, Scott |
The next wave of the digital revolution is being driven by new ways of harnessing data to understand people.
Amazon, for example, is using increasingly sophisticated consumer behaviour analytics to tailor marketing campaigns so tightly to an individual customer's needs that its emails can appear more of a service than a sales exercise.
Apple is doing the same with its iTunes music store. And Tesco is following a parallel path with its online and offline loyalty card scheme.
The explosive growth of social media platforms, such as Facebook, Linkedln and new-kid-on-the-block, Google+, is also being fuelled by cutting-edge behavioural analytics software and processes.
As our feature starting on page 26 explains, the latest generation of analytics tools...
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