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Practice paper

Data and decisioning: It takes two to tango in customer experience

Lisa Loftis
Applied Marketing Analytics: The Peer-Reviewed Journal, 7 (1), 58-64 (2021)
https://doi.org/10.69554/VMSA4940

Abstract

The COVID-19 pandemic has induced a massive increase in digital activity, and consumers are demanding a new engagement model with both digital and physical aspects. To provide the best customer experience, this paper posits that brands will have to reach their customers with personalised interactions in real time. As this paper will discuss, this will require them to adapt their technology models to become more agile and more reliant on automation (decisioning) and analytics.

Keywords: customer data platform; intelligent decisioning; artificial intelligence; marketing analytics; real-time analytics; Experience 2030

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Author's Biography

Lisa Loftis is a principal on the SAS Customer Intelligence team. With more than 30 years of experience assisting organisations with customer strategy, she is an expert in customer relationship management, customer experience and business intelligence. Lisa is a frequent speaker and co-author of the book ‘Building the Customer-Centric Enterprise’ (John Wiley & Sons, 2001).

Citation

Loftis, Lisa (2021, June 1). Data and decisioning: It takes two to tango in customer experience. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 7, Issue 1. https://doi.org/10.69554/VMSA4940.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 7 / Issue 1
© Henry Stewart
Publications LLP

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