• DM News, Monday, March 23, 2015 4:35 PM

Timing is everything when it comes to using data to make marketing messages more effective, according to Kerry Reilly, director of product marketing at Adobe Campaign. "If you're a brand new customer, we're going to talk to you differently than if we're talking to [another customer] and she's a loyal, frequent shopper," said Reilly in an interview with Direct Marketing News. "So [it's] understanding the recency, frequency, monetary [value]. It's very traditional. But the new stuff is bringing in context-aware information."

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