In order to know which parts of the customer experience to invest in, companies must measure both customer actions and customer sentiments. Customer actions reveal the impact of marketing programs to influence consumer behavior; customer sentiments reveal the customer's desire to stay engaged with the brand. But changes to tracking technologies are threatening multi-touch approaches for measuring impacts on customer action. Learn about best practices to keep the customer at the heart of marketing investment.
Tom Affinito
VP, Corporate Development
Kenshoo
Andre D'Abreu
Head of Marketing Intelligence
LATAM Airlines