Dunnhumby believes that when marketing programs aren’t working, the focus on the customer is likely lost. Consumers increasingly have the power to control the marketing mix and, ultimately, if they will allow marketers to reach them. Brands that lack relevance will be shut off by consumers, rendering relevance critical to a customer-centric marketing approach.
Speaking at the D2 Digital Dialogue Conference in Cincinnati on Sept. 11, Matt Nitzberg, Dunnhumby’s Executive Vice President of Communications and Media, said that....