Understanding both ‘action’ (what you did) and ‘reaction’ (what recipients did in response) is key


There are too many companies where “nothing” is properly classified.
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By Stephen H. Yu

10 mins ago

Of various types of behavioral data, transaction data is the most predictable, as it’s about the exchange of hard currency for chosen products and services. There really is no stronger indicator for product affinities than repeat purchases.

Stephen H. Yu

Stephen is president and chief consultant at Willow Data Strategy.