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Keywords: Data-driven
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Journal Articles
Journal:
The Bottom Line
The Bottom Line (2019) 32 (1): 98–116.
Published: 19 March 2019
... the evolution of thinking and practice in this area over the past three decades towards the idea of data-driven customer engagement. It then describes the evolution and use of an assessment and benchmarking process and tool which provide the needed information. Design/methodology/approach Literature review...
