What Marketers Can Learn from Airport Security: The Need for Contextual, Real-time Customer Engagement

Preventing bad actors from boarding an aircraft relies on three types of data analysis: static data about the identity of the traveler (e.g., passport data), intelligence gained from analytics of historical behavior and associations, and real-time contextual data about the traveler’s intent (bag scans and searches). The third type of data is arguably the most valuable in assessing threat. As marketers, we need to understand the customer’s contextual real-time intent, but we often rely on static and offline analytics. In this session, you’ll learn about the power of real-time data in driving relevant and timely messages.

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