As consumers, we are in control of our own healthcare, financial, commerce decisions and brand interactions. From picking insurers, to finding providers, to choosing the right gift for our loved ones we now decide how, when and what channel we engage in conversation. It should be no surprise then, that the focus in marketing is finally shifting from Marketing Communications (the art of it) to Marketing Technology (the science of it). The need to better understand how to apply data science to more precisely target and respond to customer needs, better track effectiveness and show return on marketing investment has become a top priority. Blue Cross Blue Shield of Michigan (BCBS-MI) historically relied on a one size fits all communication path for all its members without the abili

Join for free to read