Since recession hit (and we would say globally since 2008), the global economy have been surviving on cheap money, in particular thanks to low interest rates by central banks. However, as we all know, there are no trickle down benefits as banks refused to lend to businesses, but used the cheap (and easy money) to fuel their gambling on the financial markets. Businesses in particular have felt the pinch, but as their revenues were hit, they needed more and more advertising to boost their sales. Centive trains its eyes on the ever-growing advertising industry which in 2018 is expected to be valued at US$558 billion globally. Of that, a huge percentage is spent on incentivising actions from prospective customers. Incentives (or discounts) are given stupidly (without understanding data and return on investment) on every front which begs the question - “is there a better way?”
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