- Andrew McAfee (principal research scientist, MIT)
Everything in the digital world - from surfing the web to sending an email to financial transactions and, yes, even sending a text message or making a phone call - creates a data trail and, there is a good chance, that someone is using it or will be soon enough.
Your brand is a story unfolding across all customer touch points. It has always been the learning for innovators and marketers to start the customer journey from customer experience and the working backwards to your product or services and mandates the need to walk in the customer shoes to know what customers really want.
