MANAGING in the

NEW WORLD

Marketing has moved away from mass produced products towards customized offerings. Tailor made offerings however are considered beyond the scope for most firms due to the high costs involved. Thus there is a need to personalize but at scale. To accomplish this, the integration between the 3 Ds has been suggested by Harvard Business Review, which is a leading management consulting publication. Those 3 Ds are – data discovery, content distribution and decision making. The right functional support is needed, and this requires a coordinated strategy. The campaign must be managed by an experienced team. Constant business analysis should be made using data analytics. Finally, what is needed is top notch content.   

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