Customer Data x Marketing Analytics, with Don Smith

In this exciting episode, I sat down with Don Smith, Strategy & Chief Analytics Officer at Brierley & Partners. We discussed brand health measurement, lifetime value scoring, encouraging emotional as well as rational reasoning for customer loyalty, how to build a useful Sankey diagram, calculating ROI on marketing programs, best practices in direct mail, how to survive the death of the cookie using first party data, aligning your values with a diverse customer base, and more. 
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