Use Cases

Enriching customer data profiles within a centralized analytical platform enables marketers to derive deeper insights from preferences, customize experiences cross channels, trigger relevant messaging in the moment, and deliver personal incentives along the customer journey. Marketers today now have the means to migrate a customer starting from a simple campaign into an interconnected journey based on data that they provide.

A myriad of marketing tools over the past decade have attempted to tackle the challenge of delivering hyper personalization at scale. Very few solutions have been able to deliver mass customization without manual marketing intervention. Delivering automated personalization strategies can eliminate the manual work of identifying customers and anticipating customer behavior.

Modern day consumers are no longer tied to one brand, often hopping among channels, devices, and sites while they shop in non-linear ways. In fact, nearly 40 percent of consumers now continue to switch brands.Despite this changing landscape, loyalty programs have remained largely unchanged. Traditional loyalty programs rely on increasingly outdated rewards, loyalty initiatives, and redemption strategies. To resolve this hurdle, firms need to create dynamic loyalty strategies and programs for consumers that leverage real-time interactions and customer intelligence to build lasting customer relationships.

Marketers can communicate with all customers with precise and effective targeting. Businesses require the right messaging capabilities to grow with them as they scale from startup to enterprise. While batch and send files are still used in platforms today, integrating a constant flow of data to activate trigger-based

messages at scale is the most effective way to engage customers at the right time and place. Campaign reports need to enable growth through actionable insights and assist in identifying new audience segments and interests for future sends.

Cross-Channel Marketing technology aids marketers in becoming programmatic in how they make decisions, personalize communications, and optimize real-time interactions across channels. Artificial intelligence and machine learning automate audience segmentation and trigger cross-channel events — allowing granular context to brand messaging. Marketers now have the tools to deliver data-driven value to customers in real-time via push notifications, email, SMS, direct mail, and social ad audiences.

Real-Time Marketing helps extend cross-channel orchestration armed with capabilities to listen and react to user signals on web, online store, or mobile app. With these insights, marketers can then decide on the next best action and trigger actions in real-time as part of their overall marketing strategy. Some of the key actions that marketers can take are personalizing the customer experience, supporting online actions via messaging, and ensuring the right incentives are in place for each user.

Despite changing consumer expectations with digital first transformations, customer retention still remains a big challenge while marketers find it easy to acquire new customers. As per one study, 70% of brands know it’s cheaper to retain existing customers than acquire new ones. Yet, 44% still prioritize customer acquisition over retention. This challenge has been compounded by the shifts brought about by COVID-19, forcing brands to change the way they connect with customers and provide personalized experiences without sacrificing time to market.