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Data and decisioning: It takes two to tango in customer experience
Applied Marketing Analytics: The Peer-Reviewed Journal,
7
(1),
58-64
(2021)
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
The full article is available to subscribers to the journal.
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.
© Henry Stewart
Publications LLP
Publications LLP