For over a decade I have been searching for the Holy Grail: a way to ensure mere marketing mortals like myself can have access to the power of advanced analytics. With this power comes a great responsibility, which is to deliver one-to-one personalization at true scale and do great things for consumers. Typically, the analytical intelligence part of this equation has been reserved for data science professionals who are well versed in the ways of statistics, predictive analytics and more advanced tactics like deep learning and neural networks. Rarely are brands able to connect the dots between the work done by data scientists and last mile execution programs that marketers deliver.
Machine learning and AI have been at the forefront in driving the strategic initiatives for brands and their CMOs to achieve digital transformation and customer experience goals. According to Gartner, 77% of senior executives view data science as delivering significant value or being essential to the success of their organizations. Delivering meaningful omnichannel experiences requires insights that help marketers understand and anticipate customer behavior. To do so, marketers must quickly identify opportunities that drive consumer engagement and increase revenue, which requires tools that enable easy access to customer insights and analytics.
Delivering automated personalization strategies can eliminate the manual work of identifying customers and anticipating customer behavior. To do so, marketers must quickly identify opportunities that drive consumer engagement and increase revenue, which requires tools that enable easy access to customer insights and analytics. Intelligent Marketing allows brands to uncover insights and audiences, and drive results with recommendations and predictions leveraging machine learning. With intelligent marketing, brands can take the guesswork out of audience identification, targeting, propensity scoring, recommendations, and offer optimization. Intelligent marketing is a use case that marketers can take advantage of that leverages a unique recipe of journey orchestration, smart activation, advanced decisioning and machine learning, all underpinned by a single customer view of consumer data.
Journey orchestration
Marketers need to have the tools and tactics at their fingertips to design and fully customize journeys based on changing business and consumer needs, simulate campaigns before they go out, win back dormant customers, and actively track conversions as they occur.
Smart activation
Real-time activation enables brands to ingest streaming contextual event data from digital channels and trigger experiences to consumers. This digital insight can be utilized in a variety of contexts such as site targeting/ retargeting, segmentation, and cross-channel messaging leveraging email, SMS, push, in-app, and web.
Advanced decisioning
Intelligent marketing empowers marketers with machine learning capabilities to rank, score, and prioritize intelligent offer selection. Marketers can also leverage natively built ML models for use cases such as clustering, propensity modeling, or send-time-optimization.
Single customer view
Having a foundational data layer is where all of the magic happens. Marketers need to create a single, accessible view of the customer that taps into all data sources. This actionable view is built on real-time data collection through data connectors, integrations, and actionable analytics.
Bringing together these unique ingredients can have a meaningful impact for marketing organizations and brands. Marketers can expect to increase the number of activities and events associated with a customer journey by as much as 109% to increase engagement and drive 25% lift in revenue. They can improve marketing efficiency by up to 30% with marketing insights that help get the best results from customer interactions. Lastly, intelligent marketing can help enhance customer intelligence by streamlining campaigns with machine learning and advanced decisioning to accurately predict audiences that are likely to become customers. I’m excited for this new world of bringing models to masses, it’s time to free your data and your customers will follow.
Learn more about real-time marketing and how it can help you respond to customer signals:
• Get the just-released 2022 Digital Consumer Trends Index that shares insights from real consumers
• Watch: Pulse: Real-Time Engagement and Relationship Marketing
• Read about the importance and potential of Relationship Marketing
