Several months ago, this column discussed response attribution: the process of determining the impact of marketing activities on customer behavior. The major conclusion was that the scope of such measurement is expanding from isolated promotions to collections of interactions over time. What matters now are not specific marketing campaigns, but customer treatment policies that span multiple promotions, channels and types of activities.

That was an interesting point, I hope, but a bit abstract. Let's revisit the topic from a more practical perspective. Assuming your marketers really want to think in terms of policies rather than campaigns, what must your systems do differently?

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