Fortive Keynote Presentation: Growth Starts with Knowing the Customer

Last week Eric Best was honored to be the keynote speaker kicking off this year’s Digital Marketing Summit at Fortive (NYSE:FTV). The three-day summit (designed and led by industry colleague Glen Hamilton) brought together digital commerce and marketing experts from industry with global company leadership from Fortive’s major operating businesses including Fluke, Tektronix, Setra, Matco Tools, Teletrac Navman, and Kollmorgen. Eric's theme for the day: delivering on new and great customer experiences starts with three strategic imperatives...

Eric Best
Marketers, Get Used To Disappointment.

For marketers and data analysts already working to bridge the gap between first-party customer data and third-party anonymous audiences (for profile enrichment and lookalike prospecting), machine learning represents a new and exciting power tool. But as with any new approach, hype drives a disconnect between expectations and reality. And capitalizing on ML means rethinking the nature of customer identity and experience