Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/275885 
Year of Publication: 
2016
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 33 [Issue:] 6 [Year:] 2016 [Pages:] 62-69
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
Balancing efficiency and effectives in one-to-one marketing is complex but achievable with the right audience-targeting data capabilities and scalable personalised messaging. While advertisers face headwinds with industry limitations, new solutions are emerging.
Document Type: 
Article

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