“Get closer than ever to your customers. So close that you tell them what they need well before they realise it themselves” Steve Jobs
Steve Jobs is on the list of the world’s greatest marketers and his obsession with customers is today being shared by more businesses than ever. Understanding the customer has become a focal point for marketers alike across the globe. In the eternal battle to satisfy our hunger for customer insights, marketers invest heavily in big data, user profiles and artificial intelligence (AI) to make sense of various audiences. Nonetheless, marketers understand that every customer is unique and that only through truly personalised marketing can we convince increasingly savvy shoppers to show loyalty towards our products and services.