Ask The CMO: A Conversation With SAP's Alicia Tillman Closing The 'Experience Gap:' X + O Data = XM

  Forbes.com 

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Marketing has always been a practice of both art and science. This is because you need the data to be able to make informed decisions around your business on behalf of the customer, but it's also an art form because you have to practice a balanced approach that is empathetic.
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