According to IBM, “in the United States alone, roughly US$83 billion is lost each year as a result of poor customer experiences. That’s more than the revenue for the entire U.S. e-commerce retail sector. Many businesses have yet to unlock the potential of information, technology and customer engagement to stem these losses.” IBM’s statement might seem like a harsh critique for marketers – especially for those businesses that have invested in and are embracing marketing technology. But the fact of the...