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Editor’s Note

Dear Reader,

Today’s customers expect to have many ways of interacting
with brands at their fingertips, forcing businesses to adopt new
processes and ways of working with colleagues from other
departments to live up to a consistent customer experience.

Technologies that enable data to be merged for a holistic
customer analysis are therefore particularly relevant today as
well as AI solutions that take care of transforming that
knowledge into effective actions, such as personalization,
segmentation and informed decision-making.

Especially right now, when brands are concerned with
overcoming the crisis and adapting to new environmental
factors, marketing has a unique opportunity to translate
customer relationships into business value.

Metrics like customer satisfaction, digital interaction and lifetime
customer value, help to realize which phases of the customer Subscription
journey are successfully designed and where there is still room
for improvement. This month’s issue on "Omnichannel and (complimentary)
Account-Based Marketing” intends to help you develop new
strategic initiatives to cope with technological and social
upheaval in your work environment.

Enjoy the reading!

Daniela La Marca,
Editor-in-Chief, Asian eMarketing

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