In the digital era, consumers interact with brands across multiple platforms and applications. Each of these platforms is connected to tools in a company’s tech stack that congregates data on consumer habits. For example, the social media management tool gathers data on how customers interact with posts on Facebook or Instagram. Similarly, the CRM tool stores information about the customer’s company, email address, billing, etc. The email marketing tool stores data about how the customer interacts with emails, whether they open promotional emails, move discount mails to spam, or respond regularly.
However, analyzing this data collectively across different platforms and channels can be
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