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Senior Director, Customer Analytics, Marketing Science and Marketing Technology, Staples Business Advantage
As Staples pushes toward a more unified customer view, it’s vital to not only take into account data from digital, TV and the store, but data from both the business-to-consumer (B2C) and business-to-business (B2B) sides of its business as well. Mark Pickett, senior director of customer analytics, marketing science and marketing technology at Staples Business Advantage—the company’s B2B division—spoke with eMarketer’s Lauren Fisher about Staples’ data integration efforts to date, and how they benefit the entire organization.
eMarketer: As Staples pursues a more audience-centric view, what challenges do you run into?
Mark Pickett: We look at online data, offine data and what’s happening in-store, but we’re different from other companies because we also have a sales force that plays a role in the marketing function for lead generation and lead nurture for our B2B side of the business.
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