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December 18, 2012 - Francis Moran & AssociatesFrancis Moran & Associates

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Data mining, DNA or otherwise, no substitute for real customer dialogue

By Leo Valiquette

Marketing, as we have repeatedly emphasized on this blog, begins with a fundamental exercise to identify a high-value pain or need that you have the potential to address, and then building the right product to meet that need.

It is by necessity a process of dialogue with that target audience to determine what features, functionalities and price points will make your solution a must have.

So I read with great interest last week’s article in the Globe and Mail titled Why your DNA is a gold mine for marketers.

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