Every marketer and business person faces the paradox of comparing one system with many benefits verses many systems with one benefit. We believe most companies fail more in the direct marketing space by choosing one system with many benefits. Competitive advantage comes from doing specific task well. Being limited by a system that is a [...]
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Don’t let your single customer view fail
Westpac has been rolling out their single customer view project for 11 years now and are yet to see the finish line. Why? Peter Hanlon, Group Executive at Westpac recently suggested at an ADMA presentation that scope creep from stakeholders is the biggest reason for project failure. The second key failure of many single customer [...]