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How to turn those clicks into customers

Data management platforms are the 'it' thing. They collect and collate data on customers and spit it out in a way that's useful for marketers.

PARCEL FORWARDING: A shopper checks out the website of, a parcel-forwarding service for Koreans to shop with overseas retailers and get their purchases shipped to them. Businesses like this can benefit by collecting customer data because it enables them to segment their clients and send them targeted marketing messages. Knowing customers' preferences also enables businesses to improve their customers' online experience.

PUTTING customers at the heart of a business is nothing new. It's "Marketing 101" that if you give a customer a great experience and relevant products or services, you will create strong advocates.

Understanding the customer used to be extremely time-consuming and inaccurate. A typical

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