Suzana Bulearca | PBSL Group | Unlocking Insights and Business Rich Data through Adobe Commerce
Summary
TLDRSusanna Bela, Managing Director at PBSL Group, discusses the company's tech and data-driven approach to achieve personalization and business growth. She highlights challenges in the construction industry, the importance of understanding diverse customer needs, and the role of data in improving customer engagement, product recommendations, and overall business strategy. The presentation also emphasizes the significance of people in interpreting and applying data creatively for sustainable growth.
Takeaways
- 🏗️ Susanna Bela, Managing Director at PBSL Group, is an experienced digital industry professional with over 15 years of experience in both agency and client-side roles.
- 🏢 PBSL Group is a leading independent supplier of construction and building supplies in the UK, operating five branches and nine websites, aiming to provide top-quality products at competitive prices with high customer service standards.
- 🛠️ The construction industry, though not typically seen as high-tech, faces significant challenges in embracing new trends and technology, which PBSL Group is addressing through a tech and data-centric approach.
- 📈 Susanna emphasizes the importance of understanding the diverse customer base, which ranges from DIY enthusiasts to large developers, each with different needs and expectations.
- 📊 Data is central to PBSL Group's strategy, helping them understand their customer base better and serve them more effectively, profitably, and in a way that is relevant to them.
- 💻 The company's technology stack is built around three key systems: Magento (an open-source platform), their ERP system, and MAP Digital (a CDP and email marketing platform), all designed to collect and utilize customer data.
- 🔍 PBSL Group uses data to optimize email marketing campaigns, answer questions about creative messaging, campaign timing, and audience segmentation, and to automate email and SMS journeys for personalized communication.
- 🛍️ Product recommendations, both online and at the trade counter, are driven by data analysis, aiming to upsell and cross-sell by ensuring customers have all the necessary components for their projects.
- 🔍 The company also uses data to improve the online search experience, ensuring that customer queries are directed to the most relevant products and categories.
- 📊 Beyond marketing, data is used to inform business decisions across various areas, including sales, account management, pricing strategies, procurement, and branch expansion strategies.
- 👥 Finally, Susanna highlights the importance of people in the digital transformation journey, emphasizing that while technology and data are crucial, it is the people who interpret and apply this data creatively that ultimately drive sustainable business growth.
Q & A
Who is Susanna Bela and what is her role at PBSL Group?
-Susanna Bela is the Managing Director at PBSL Group, the UK's leading independent specialist supplier of construction and building supplies. She has over 15 years of experience in the digital industry, working both agency and client-side, and is responsible for setting up and leading the marketing proposition at PBSL Group.
What is the mission of PBSL Group?
-The mission of PBSL Group is to source top-quality products at competitive prices, offering high customer service standards, expert advice at all stages of a project, and to continuously add to their product portfolio to fulfill the niche requirements of their audience.
What challenges does the construction industry face according to the transcript?
-The construction industry faces challenges such as being traditionally slow to pick up on new trends and embrace technology, dealing with a large and complex audience with diverse needs, and the pressure from large developers on pricing and logistics.
How has COVID-19 impacted the construction industry as mentioned in the script?
-COVID-19 has brought a massive change to the industry, forcing it to quickly adopt technology as physical stores were closed and transactions had to move online. This sudden shift has also seen big players with large budgets enter the market, increasing competition and pressure on profitability.
What is the key strategy PBSL Group has adopted to compete in the market?
-PBSL Group's key strategy is to leverage data and be smart about it. They have built a business architecture centered around data to understand their customer base better, serve them more profitably, and in a way that is relevant to them.
Can you describe the technology stack PBSL Group uses?
-PBSL Group's technology stack is built around three key pillar systems: Magento as the open-source center, their ERP system, and MAP Digital which is their CDP and email marketing platform. They have selected technologies that work in a headless, composable structure, and have built their own solutions where necessary.
How does PBSL Group utilize data for email marketing?
-PBSL Group uses data for email marketing to answer optimization questions, such as which creative message works better for different audiences, the best timing for campaigns, and to create automated email and SMS journeys for personalized messaging at scale and at the right time.
What is the purpose of the loyalty programs that PBSL Group is developing?
-The loyalty programs are in development to keep customers engaged with PBSL Group's brands, maintain their loyalty, prevent churn, and identify potential churn before it happens to intervene effectively.
How does PBSL Group use data for product recommendations both online and at the trade counter?
-PBSL Group uses data for product recommendations to upsell and cross-sell, ensuring customers have what they need for their project. They conduct A/B testing and incorporate product knowledge from sales teams to improve recommendations and overall basket value.
What role does data play in improving the search experience on PBSL Group's websites?
-Data helps improve the search experience by understanding customer queries and ensuring they are directed to the right product categories or articles. This helps customers find what they need, even if they are unsure of the specifics, thus reducing friction points in the online journey.
How does PBSL Group apply data to understand the role of various communication channels?
-PBSL Group uses data to understand which channels are better for acquisitions and retention, how to reward them appropriately to drive business growth without cannibalization, and to identify the profitability per channel and customer segment affiliations with particular channels.
What is the significance of investing in a headless Magento system for PBSL Group?
-Investing in a headless Magento system allows PBSL Group to deliver a fast and modern user experience. It is part of their strategy to create a seamless experience between online and in-store interactions, enhancing the overall customer journey.
How does the transcript emphasize the importance of people in the context of data and technology?
-The transcript emphasizes that while data and technology are crucial, it is the people who interpret and apply the data creatively to the wider business context that truly matter. Getting the team invested in the journey and loving the data and tech is key to achieving sustainable business growth.
Outlines
🏗️ Introduction to Susanna and PBSL Group
Susanna Bela, the managing director at PBSL Group, a leading UK supplier of construction and building materials, presents in the ninth session of a 10-session event. With over 15 years of experience in the digital industry, Susanna discusses the company's journey toward personalization and relevancy through technology and data. She highlights PBSL's mission to source high-quality products at competitive prices and provide expert advice throughout projects. The company faces challenges due to the construction industry's slow adoption of technology and a diverse customer base with varying needs.
📈 Data-Centric Business Growth at PBSL
The second paragraph delves into how PBSL Group leverages data to understand its customer base and serve them more effectively. Susanna explains the company's response to the COVID-19 pandemic, which accelerated the need for online transactions and increased competition from tech-savvy, well-funded competitors. PBSL's strategy involves building a business architecture centered around data, which helps in personalizing the entire marketing mix to ensure relevance to the customer. The technology stack, though not perfect, is continuously evolving and is built around three key systems: an open-source platform, an ERP system, and a CDP for email marketing, all aimed at collecting and activating customer data.
🛠️ Utilizing Data for Marketing and Customer Engagement
In the third paragraph, Susanna outlines how PBSL uses data to enhance email marketing and create automated email and SMS journeys for personalized communication at scale. The company analyzes customer behavior and types to optimize campaigns and timing, aiming to maintain customer engagement and loyalty. The data also informs sales and account management teams, ensuring alignment between online and offline messaging. Additionally, PBSL employs AI to predict customer behavior, such as potential churn, and intervene proactively to drive business growth profitably.
🔍 Data Insights for Product Recommendations and Search Optimization
The fourth paragraph focuses on the application of data for product recommendations and improving the online search experience. PBSL analyzes customer interactions with multiple brands and product categories to understand correlations and user behavior. This insight informs product page recommendations, which are tested and refined to improve customer satisfaction and basket value. The company also works to optimize its search functionality, ensuring that customer queries are directed to the most relevant products or categories, thus reducing friction points in the online customer journey.
📊 Data Analysis for Channel Strategy and Business Decisions
Susanna discusses in the fifth paragraph how PBSL uses data to understand the role of various communication channels in customer acquisition and retention. The company analyzes which channels are most effective for different customer segments and adjusts its communication strategy accordingly. Data is also used to identify friction points in the user experience, leading to decisions about payment platforms, security options, and credit opportunities. Furthermore, data informs broader business decisions, such as branch expansion strategies, pricing structures, and procurement strategies, enhancing the overall efficiency and profitability of the company.
👥 The Importance of People in Data-Driven Transformation
In the final paragraph, Susanna emphasizes the importance of people in the process of digital and cultural transformation. She stresses that while data and technology are crucial, it is the people who interpret and apply the data that truly drive sustainable business growth. Susanna shares her experience in implementing change within the company and encourages getting the team invested in the journey, highlighting the need for a love for data and technology to ensure the success of such initiatives.
Mindmap
Keywords
💡Personalization
💡Data-Centric
💡Construction Industry
💡Technology Stack
💡Omni-Channel
💡Marketing Mix
💡Artificial Intelligence (AI)
💡Customer Segmentation
💡Friction Points
💡Headless Commerce
💡Cultural Transformation
Highlights
Susanna Bela, Managing Director at PBSL Group, discusses the company's tech and data-centric journey towards personalization and business growth.
PBSL Group is a leading independent specialist supplier of construction and building supplies in the UK, with a mission to source top-quality products at competitive prices.
The construction industry faces challenges such as slow adoption of new trends and technology, as well as a complex and diverse audience.
COVID-19 has accelerated the need for technology adoption in the industry, with physical stores closed and an increase in online transactions.
Data and smart utilization are key to competing in the market, especially for independent businesses like PBSL Group.
The company has built a business architecture centered around data to understand and serve their customer base better.
Personalization at PBSL Group extends beyond marketing to affect the entire marketing mix, ensuring relevancy for customers.
The technology stack at PBSL Group is built around three key pillar systems: Magento, ERP system, and MAP Digital for CDP and email marketing.
Data is collected from all customer interactions and housed in a platform to create a unified, omnichannel view of the customer base.
Email marketing and SMS journeys are automated to deliver personalized messages at scale and the right time.
Artificial intelligence is used to predict customer behavior and intervene to prevent churn or encourage loyalty.
Data is utilized for product recommendations, both online and at the trade counter, to ensure customers have all they need for their projects.
Search experience online is improved using product data to ensure customers find relevant products based on their queries.
Data is used to understand the role of communication channels and plan strategies for acquisition and retention.
Friction points in the user journey are identified and addressed using data to improve the overall customer experience.
Data-driven decisions have influenced the company's approach to payment platforms, security options, and credit opportunities.
The redesign of the Magento system in a headless structure aims to deliver a fast and modern user experience.
Data has implications beyond marketing, influencing sales, account management, pricing strategies, and branch expansion.
The importance of people in interpreting and applying data creatively to the wider business context is emphasized.
Sustainable business growth requires the right technology and a team that is invested in and loves the data and tech they work with.
Transcripts
so session nine of 10 getting close to
the end now and for that we have Susanna
Bela managing director at pbsl group the
UK's leading independent specialist
supplier of Construction and building
supplies um again somebody else that we
had here last year on the panel who's
come back um this year to give us a a
talk and let us go a little bit deep on
what they're achieving suzanna's been
working in digital industry for over 15
years both agency and client side
setting up in leading down out teens
struggled the entire marketing
proposition you know she's somebody who
can talk about product Price Place
promotion data and technology and I
think you're going to get a talk today
that touches on quite a bit of that with
a session on insights and
personalization please put your hands
together for
Susanna hello um thank you for sticking
with the last few presentations of the
day I know it's it's been quite a long
day for you guys um so hopefully I'm
going to make it brief and dynamic and
also it's about data so some people
might be very engaged like me and some
people might be like what um but anyway
so yeah um pbsl group
um today I'll be talking to you about
our Tech and data Centric uh journey to
achieve personalization and relevancy as
it says on the tin but basically
business
growth so first of all just a quick
thing on who is pbsl group so um yeah
we're the independent um group supplying
specialist building materials uh to both
Trade N diyers across the UK so we have
five branches um branded as professional
building supplies and then we have nine
websites um and um basic basically our
mission is to Source top quality
products at competitive
prices um offering High customer service
standards expert advice at all stages of
a project um and once we constantly keep
adding to our product portfolio um and
therefore this is why we have all the
brands that we have here and more to
come um the idea is to hold deep stock
of specialist products that can fulfill
the niche requirements of our AUD
so um basically in the construction
industry not the sexiest of Industries
um and I know various bodies that we
that govern us are trying to make it a
bit more enticing um but we do face our
challenges so I think everyone um you
know kind of thinks the construction
industry is kind of high tech with
planning and all sorts of Technology
going on um for um you know design and
um and building but unfortunately it
sometimes feels a bit like this um so
there's there's a few challenges that we
have faced and we still are so the
industry has traditionally been very
slow to pick up on new trends and
embrace technology both from a merchant
and a customer
side um there are there is a large and
complex audience that we are talking to
so we're going from the DIY U sorry from
the bi wire which is you know build um
buy based on what the the the Builder is
telling you to buy you're kind of don't
really know what you're doing you're
just buying off a list then there's the
DIY who kind of knows a few bit and
pieces but not really um all the all the
specifics of the industry then there's
small trade who you know your general
Builder building jobs um nan no with the
latest construction Trends and
regulations and really they're too time
poor to care then you've got the
specialist trades who will challenge you
on the technicalities and the quality of
the product and always require more and
more Niche products and and interesting
things to to deliver for their customers
then you have the large developers who
will challenge you or price and will put
incredible amount of pressure on your
operations and Logistics um so basically
a wide variety all with different needs
and I know all the talks today have been
about customer insights and how to
better understand your customers and
it's difficult when you have loads of
them and when they're so varied and also
because they're so varied they all have
their inter various interactions with us
right so they don't really care if our
internally we're up to scratch to serve
them they just want to um to fulfill
their projects um and they don't really
care because ultimately there's always
someone else prepared to do things
cheaper faster and maybe even better and
for us particularly in the industry
covid has brought a massive change in
that um uninterested that industry that
as I've said traditionally slow to pick
up Suddenly technology has been the
answer where everything was closed um so
the physical stores were closed people
had to transact online big boys started
entering our Market with with big
budgets and starting playing with data
and technology and just increasingly
started to put pressure on profitability
and especially for an independent like
us so how how do we win how do we
compete in compete in this sort of
market so basically our answer to this
has been data um and being smart about
it right we don't have huge budget
um and we have a lot of historical
constraints but at the same time we
we've been forced to think more so what
we've done is we've tried to build a
business architecture centered around
data and this data helps understand our
customer base better which essentially
helps us um serve them better and more
profitably and in a way that is relevant
to them so yes this presentation is
about personalization and
relevancy um I guess usually that means
kind of you know you see banners on the
sites or you know carousels and things
like that for recommendations but
actually personalization is much more so
we're talking here about how to affect
the entire marketing mix to ensure
you're relevant for your customer so
ensuring you give them the products they
need the at the price they need in the
location they prefer and with a message
that they
understand so over here you can see our
technology stack which is by far perfect
um so as I said there's loads of
historical limitations there's loads of
budget constraints like any other
business um there's limited
implementation resource so it's in a
continuous
Evolution um but what we've done is we
we have built it around three key pillar
systems so magenta open source at the
center of it as you can see then our Erp
system and then um map digital which is
our CDP and our email marketing platform
um and then around these we've um
essentially selected technologies that
um kind of work in a headless composable
sort of structure um and each of each
have their own specialisms where we need
it or we've decided to build our own
stuff if if if it was um
better so the idea is that we are
collecting as much data as we can uh
about our customers from all the
interactions they have with our business
be it online or in our branches um and
then we're housing this data in a
platform um in a way that we can make it
actionable right because data without
action is pretty much just a bunch of
we've created a data
warehouse um around built around Magento
because Magento can then communicate
with uh map which is the platform that
we use for activating uh this data um
and essentially means we can um collect
it and pass it in a realtime way um and
um we can create a unified Omni channel
view of our customer
base um so these are all the various you
know data sources how they're utilized
and how they're utilized in various
contexts so the idea is that basically
as opposed to a spreadsheet um the
beauty of of data in an artificial
intelligence sort of model is that it
keeps being updated in real time it's
live basically keeps learning um and
over the lifetime business um a customer
will have various interactions with that
business um hundreds of interactions and
will flow into various states of
Engagement so they might be loyal now
then they might disengage for a while
they might even leave maybe they come
back a couple of years later um also the
the lines of Engagement are blurred and
very much for a business like ours
that's um a bricks and clicks sort of
business so someone might
um ring go on the website ring place an
order um then go in branch and collect
it then call in another branch and try
to place another order for another
location then go online and check their
transaction then do a quote in an email
so there's all kinds of interactions um
and then um we also have a variety of
other bits of information like what
trade type are they and what coupon
codes did they use what payment methods
did they use what types of projects do
they have um so it kind of all starts to
look a bit like this um a bit messy but
at the same time um there is a method in
the
madness so how how do we utilize this
data so essentially we're going to start
with the traditional the marketing
communication side of things so in terms
of email marketing
um basically as you can see we have
loads of dashboards and various types of
reports that we have created um in map
um but essentially in email marketing
the cation and analy uh analyzing of
data has allowed us to answer important
optimization questions such as um which
creative message works better for which
type of audience or um which campaign
and what timing of the campaign um has
performed better for which audience
groups or what you know what timings are
best to send that um and for which
audience group or product
group then we're also utilizing this
data for um automation so we have
created um quite a complex system of
automated email and SMS
Journeys um so this is basically
designed to bring a personalized message
at scale and at the right time depending
on the customer segment so we've we've
built a load of complex automation flows
this actually is one of the simpler ones
um to basically proactively manage
customers along their Jour Journey with
our business and the end goal here is
that we want them to keep being engaged
with our brands or our portfolio of
Brands um and we want to keep them loyal
and we want to prevent churn so we want
to identify when that churn might happen
before it actually happens and intervene
um because um that's that's really how
we're going to be driving business
profitably in the long term um and you
know the messages are sometimes offers
um sometimes we add personalized
promotions relevant guides and tips
relevant product information or new
product developments um that sort of
stuff so our um our programs look at
customer behavior and customer types and
they're implemented for both online and
Branch customers so we collect data from
across the board and also these
campaigns are supported by our sales and
account management teams so they know
what sort of message we put out there
they um continue with that that message
in the offline world and vice versa the
information that they gather from from
customers over the phone or inperson
meetings um are fed back into the
machine as it were um and also through
the analytics side of map AI so the
artificial intelligence side of things
um basically we're we're managing to do
what I just said before is we don't just
want to know and feed data about what
has already happened we want to also put
in their predictions and signals and
learnings that only really a machine can
do at scale so that we know um what
might happen and either prevent it if
it's about churn or encourage it if it's
about loyalty and repeat purchase um and
this really is at the foundation of our
um loyalty programs which um are in
development at the moment
um now um we also collect a lot of data
about um products and customers so um
because we have such a wide brand
portfolio and product
portfolio um it's important to try and
understand uh you know cor important
questions like correlations between
products or um how do users interact
with multiple brands or how do users
interact between our online Brands and
our offline Brands um and what are the
relationships across various product
categories or product ranges what do we
know with our industry experience versus
what the data tells us because sometimes
um people and our customers will behave
in ways that we haven't predicted right
we want to sell a system in a certain
way and actually people decide to use
our product in a completely different
way and that just brings us um something
new and interesting that we can then
take on and develop upon so
[Music]
um that data then is used for product
recommendations now the product
recommendations um they happen as I said
both on our websites but also at our
trade counter so this is all about
upselling cross- selling trying to make
sure that we give the customers what
they need for their project even when
they don't know fully what they
require um because most of our products
are bought as a system right you're not
usually going to change just an element
of your guttering you're usually going
to change the entire gutter system on
your house which means you need all the
important components to make the project
work otherwise you will have
installation failure or you'll be
missing important items so our Challenge
online is to make sure that customers
see all the products that they need for
their project um and then our product
page recommendations um we do a lot of
AB testing in then in them we add a lot
of our product knowledge we add a lot of
Knowledge from our sales team uh and our
trade counter and then um we essentially
the overall objective is
they are satisfied but also we improve
our basket value and therefore our um
our
profitability um now so the biggest
challenge um is that we yes we feed this
data into our sales teams and our sales
team feed data to us to feed the model
but um from an online perspective we
really need to try and build this
face-to-face relationship that we can't
really have um in a uh online you know
there's no one um on the website sitting
there and going to every single customer
asking them about their different
requirements um so basically this
technology is allowing us to kind of
replicate that sort of relationship um
and intervene with product
recommendations at the time of need for
that particular customer and in that
particular context um to prevent them
from going into dis disengage States or
to um upsell and cross
cell now we also use the same product
data for um to improve our search
experience online so again when you go
to the trade counter you can just ask
someone okay right I have this project
and I need this particular thing or
maybe you don't really know what you
need so you just go there and I don't
know one of our branches someone might
say yeah I need a I need a bolt for my
you know project well I don't know what
I need I don't know what size what type
what anything so then there's an advisor
there that takes you through all the
questions and tries to find what you
actually need whereas again online has
an issue in that it can't really do that
um for every customer so then the
on-site search experience becomes very
important to make sure that the queries
we understand that the queries that
customers put in however generic they
may be they're channeled in the right
way to the product categories or to the
articles that are relevant for
them so these are just examples of the
implementation um so yeah the search
query might um surface uh products
articles um
categories and then obviously we have
various abilities to control
that now um so outside of email and
product recommendations and search um we
utilize this data also um to understand
the role of various um communication
channels and to plan our communication
strategy um so you
know questions um that can now be fairly
easily answered um around um which of
our channels are better for Acquisitions
and which are better for retention and
how do we reward them appropriately to
drive business growth and not
cannibalization um what products are
bought from which channel and which
campaign do particular customer segments
have an affiliation with a particular
Channel
um do um what's the profitability per
Channel and overall
um and are any particular channels for
example more responsive to coupon codes
than others
um
then we also collect data um to reduce
friction points so friction points can
come from various things obviously we've
talked about search that's a potential
friction point where you can't find what
you need but also there might be issues
with the the ux the user Journey design
there might be issue with the technology
used there might be issue with issues
with the code um because obviously
Magento is a complex Beast as we know
and there's always um things going on
and things to improve so essentially we
we have invested in technology that then
feeds into the same Central Source um to
try and understand where these friction
points happen right because ultimately
what the these friction points mean is
people come on the site they can't find
what they need they need or they become
frustrated they can't check out so then
they leave so that means we've spent
money to acquire them and we've lost
them and potentially they're not coming
back again which is very bad in the long
run so through utilizing this data we've
made other decisions um around payment
platforms for example so that's that was
important for us to understand okay what
sort of payment methods do our customers
in particular want uh because there are
certain things that people in the
building industry prefer and depending
if they're on site and they're on their
mobile phones and they just quickly want
to order something
um then trying to create again this this
um seamless experience between online
and and our stores that's always our
biggest challenge whatever we offer in
one channel we need to offer in the
other other channel because ultimately
our customers interact with our entire
brand
um then um Security Options and um
credit opportunities so our industry
buys a lot on credit um and that's the
standard in branches again that's not
usually the standard online but that's
something that you know the same
customer who is a trade uh might want to
transact With Us online and might expect
the same service and the same credit
terms as they are in their local branch
um and then security as well
particularly since covid we've had quite
a few attempts for fraud and things like
that which um again investing in a in a
good payment Gateway technology has
helped us ensure we minimize the losses
from there and then we've also
had crucial decisions this has also
influenced crucial decisions about about
um our front end and ux and and UI so um
what we're doing at the moment and some
of you might recognize is we're
investing heavily in um redesigning uh
Magento in a headless
um system in a headless um structure um
using Hua actually to deliver a fast and
modern user
experience and then we've utilized this
data for more than just marketing
communication so there's implications
for The Wider business context so for
example we've refined our tracking um
and are passing more data so that now we
can optimize our search activity better
both paid and organic then the customer
segmentation and um recency frequency
monetary value models um are now fed in
our sales and account management team
they inform our price list and pricing
structure uh they also inform um our
procurement strategies so new products
that we should bring to the market based
on customer feedback and customer
interaction with various ranges then
location analysis is informing our
Branch expansion strategies so where the
pockets of profitability are and where
we should invest to open a new
Branch um and then also the the overall
efficiency and profitability of data um
has given us has the mental and monetary
space to look into even more um software
that can you know kind of feed this this
virtuous circle of data and the pbsl
Machine so um yeah as we've been just
a quick note to end we've been talking a
lot about data and we've been talking
about tech um however um
I think the key thing uh here is also to
remember about people uh so I've in the
last couple of years I dealt I've dealt
with a lot of change in our company
implementing digital transformation and
cultural transformation and process and
strategy um but really it is about
people and um I personally love teeken
data but um without people to interpret
and apply this data um creatively to The
Wider business context it literally can
be just a bunch of nonsense uh with a
high price tag so um getting people
invested in this journey I think is
crucial because ultimately people buy
from people so if you want to achieve
sustainable business growth then the key
thing is yeah pick the right technology
but also make sure that you get your
team on board um and get them invested
and get them to actually love the data
and Tech that you've you've invested
in thank you
[Applause]
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