Jürgen Scharrer on Big Data, the Customer Journey, and AI-driven Super-Marketing “Radical are the dreams of the Big Data apologists, who have been setting the tone for years and indeed now: The ideal is to keep an eye on consumers at every, but really every stage of their “Customer Journeys” and to delight them with individualized messages. This model can logically only work if you really know everything about the people – complete surveillance as a prerequisite for efficient marketing. However, the whole truth is: This model cannot work in principle, apart from undeniable successes in performance marketing. AI-driven super-marketing is just a dream. And not even a nice one.” – Jürgen Scharrer in “Marketing now even more blatant – Is the industry focusing on the essentials? Doesn’t look like it”, Horizon 30-31/2020, July 23, 2020
approach strategic pricing with a changed mindset and better assess the contribution of professional pricing to results.
