Current Situation
The marketing model is currently driven by mass marketing and broadcasting to customers and large segments instead of 1:1 customer marketing and customer journeys. These are also driven by poorly optimized or programmatic advertising that results in imprecise marketing investments and imprecise attribution of marketing spend. The experiences are also siloed in the digital space, without an omni-channel view.
Goals and Objectives
There is paradigm shift from marketing and advertising to sell to customer communications that proactively inform and assist; unified marketing mix and personalized (microsegment) customer journey strategy, modeling, and tactics; rapid refresh of programmatic rules; and closed-loop retargeting in view of transactions in all channels, complemented by post-transaction communications and context-sensitive cross-sells.
Technology Deployed
Cloud, machine learning, behavioral and personality analytics, trade-off analytics, optimization, and multicloud management
Use Case Summary
Improve return on demand generation investments with unified management of marketing and sales funnel.