Marketing’s emerging optimism in Europe

Oct. 31, 2023 | By GFK

Leading-edge technology is elevating marketing teams’ customer-facing and back-office operations, with facilities such as real-time insights and prescriptive data analytics gaining traction as use cases proliferate.

Market leaders have adjusted by investing in digital-first activations and campaigns. This strategy builds closer connections with consumers in the virtual arenas they increasingly inhabit. It also offers better customer experiences that deliver long-term value. These can be further optimized through data insights and generative AI that underpin greater personalization and automation.

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