Over the past two decades, marketers have driven toward one clear goal: Learnmore about your customers so you can present the right offer to the right person at the right time. To do so, companies have gathered data from more sources, analyzed it in more detail and built more elaborate campaigns tailored to more precisely defined segments. But the fundamental premise has remained the same: Marketers initiate the campaigns and hope that customers react.

That model no longer applies.

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