The biggest problem that Jason Rushin, director of marketing for behavioral analytics software firm Quantivo, runs into with companies is « they they are stuck in their traditional ways of looking at customers. » That’s one reason he and Quantivo joined with book publisher Wiley to produce « Behavioral Analytics for Dummies, » part of the familiar Dummies series but aimed at marketers who are stuck segmenting their audiences by whether they are male or female, in what age range and living in what area of the country.

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