Using marketing analytics to drive innovation – An interview with Trae Clevenger of Targetbase

Abstract

Marketing analytics has moved beyond traditional campaign response and customer relationship management (CRM). Driving improved, sustainable results requires that marketers understand and optimize consumer engagement in a more complex, social environment where the customer dictates the relationship. Michael Moon interviews Trae Clevenger of Targetbase about innovations in the field.Journal of Digital Asset Management (2009) 5, 216–236. doi:10.1057/dam.2009.13 [ABSTRACT FROM AUTHOR]