The best marketers know more about their customers

by Katy Keim
We think we know our customers. We think we understand what motivates, drives and excites them. We think that, thanks to all this “big data” we have at our fingertips, we can perfectly connect the dots between behavior and action. But here’s the brutal and honest truth: We don’t really know our customers at all or nearly as well as we should.Read the full article