In today's environment, it's difficult to name many companies that can't access their customer base with a couple of clicks. This modern, data-rich environment has created tremendous new opportunities to understand customer experience and generate sustainable loyalty.

This book introduces the Data-Directed method, which illustrates how to tap into this data. This sharp, step-by-step guide starts from a business audience's perspective to show how commonly collected information can be transformed into long-term profitability drivers. By challenging how we perceive and measure value, the...