Using increasingly granular data, from detailed demographics and psychographics to consumers’ clickstreams on the web, businesses are starting to create highly customized offers that steer consumers to the “right” merchandise at the right moment, at the right price, and in the right channel.

Few dispute that organizations have more data than ever at their disposal. But actually deriving meaningful insights from that data—and converting knowledge into action—is easier said than done.

As a marketer, nothing is more rewarding or lucrative than knowing exactly who your customers are, and being able to provide them with what they want, when they want it, and how they want it.

By cross‐referencing this information in a fast and efficient way, businesses can paint the clearest picture of who their customers are and what motivates them.