New Ideas in Marketing
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Platform companies can increase trust with consumers by supporting real-time learning.

This piece says platform businesses can help independent enterprises to connect with consumers better by creating large scalable networks of users and resources. Brands should leverage first-party data from platforms like Amazon, which can acquire data at a large scale, to increase the effectiveness of their brand building and commerce activities.

The author contends that brands can create a personalised customer experience by collecting data from every customer interaction. This data can then be integrated into the customer journey to increase personalisation and automation. 

Business platforms can help brands increase their trust with consumers with real-time data insights and transparency. Platform business, Uber has used its data to create a continuous learning experience and improve autonomous vehicle safety practices.

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[5 minute read]

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