April 26, 2015
Following a hard fought game, many football managers praise the performance of their 12th man*. They are, of course, referring to their supporters and not an additional player they have snuck onto the pitch. In the context of the current information age, there is no reason why business leaders cannot leverage the support and insight of their 12th man. Their customers. The question is: how do we produce a unified view of the customer that goes beyond the data and reveals the real person behind the 1 and 0’s?