A TREMENDOUS AMOUNT Of valuable work has been
done on improving our ability to track and learn
from customer behavior with the help of new technology. lout as market researchers, we've found that the emphasis on behavior has rather dominated the
literature and practice. Real-time experience tracking, which goes beyond recording behavior to help us gain insight into the rich perceptual and emotional
worlds human beings live in, helps redress the imbalance. And because RET enables companies to assess
and respond in real time to customers' reactions to
products, services, or branding efforts, it can play
a central role in allowing customers to help design
their own experiences with products. As RET and
tools like it emerge, we expect that marketing will
cease to be a game of stimulus-response and will
evolve into a continual process of cocreation.
A TREMENDOUS AMOUNT Of valuable work has been
done on improving our ability to track and learn
from customer behavior with the help of new technology. lout as market researchers, we've found that the emphasis on behavior has rather dominated the
literature and practice. Real-time experience tracking, which goes beyond recording behavior to help us gain insight into the rich perceptual and emotional
worlds human beings live in, helps redress the imbalance. And because RET enables companies to assess
and respond in real time to customers' reactions to
products, services, or branding efforts, it can play
a central role in allowing customers to help design
their own experiences with products. As RET and
tools like it emerge, we expect that marketing will
cease to be a game of stimulus-response and will
evolve into a continual process of cocreation.
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