Improving the customer experience using digital tools requires internal collaboration between marketing and technology teams to ensure the needed access to real-time data, Maria Wasing of EPiServer writes. That means the two departments need to align their vision of the customer journey and work together to develop the advanced metrics that will be used. "Becoming tech-savvy quickly is important for marketing, so find a way to blend your specialist experience with a new technical skill set," Wasing writes.

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