Marketing mix modeling disconnected from one-to-one customer journey marketing, rules-based or infrequently optimized programmatic advertising bidding, imprecise return on marketing investment, retargeting disconnected from off-line transactions
Goals and Objectives
Customer communications to proactively inform and assist replaces marketing and advertising to sell paradigm, unified marketing mix and personalized (micro-segment) 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.
Cloud, machine learning, behavioral and personality analytics, trade-off analytics, and optimization
Use Case Summary
Improve return on demand generation investments with unified management of marketing and sales funnel.