Consumer expectations have changed. Today, many people won’t give a business a second thought without messaging that feels as though it speaks directly to them. With data activation, no matter how many customers or touch points you have, you can be sure that each interaction is based on real-time customer insights, consists of the right content, and is happening at the exact right moment in the channel it’s most likely to drive action.
But operationalizing data activation to drive customer-centric experiences across channels is no simple feat. It requires the right technology, and that’s an integrated platform with three core components working in lockstep:
- Single Customer View: Customer insight powers everything you do. True Data Activation requires alwayson, comprehensive, unified understanding of each identifiable and anonymous customer that captures their complete histories and real-time behaviors from every channel, device, and system. Anything less and you’re driving with real blind spots.
- Predictive Intelligence: There’s too much fast-changing data to make sense of without the help of AI. Scalable 1:1 personalization requires self learning, customizable, transparent predictive algorithms that inform segmentation, content recommendations, and message optimization and help determine which customers to engage and how to best engage them.
- Automated Decisioning: Powering ongoing marketing actions across channels requires automated, adaptive campaign orchestration that uses predictive intelligence from your unified customer view to guide marketing touchpoints across all your execution channels — be it email, SMS, website, app, messaging, digital, customer support, or custom apps.
With data activation, we really can build brands that feel like trusted friends rather than impersonal salespeople. We can scale intelligent customer engagement and create marketing campaigns that break through the noise.
