The marketing ecosystem today is… pretty complicated. Marketing execs have moved upstream over the past decade, from making strategic decisions about markets, channels, partnerships, and brand to being responsible for customer insights, experience, and technology. This change comes with increasing accountability. There’s a reason for this: more than ever, consumers select their own journeys. Routing these individuals through pre-defined paths, funnels, and segments never worked well, but in a digital age, it’s impossible. Marketing has become the “always on” layer, through which an organization interacts with the world. For most businesses, the decision to offer personalized, real-time, right-now experiences is out of their hands. Instead, the better question is “How do we make real time marketing work?” Any organization can personalize experiences appropriate to the individual—but at what cost and benefit?
In this eBook, Pegasystems’ Matt Nolan explains how predictive analytics is the foundation of real-time marketing; however, it still requires a sustainable strategy for integration into your marketing program and a unified approach to apply these techniques. The right combination of strategy and technology enables the four cornerstones of real-time marketing: Relevance, Business Need, Context, and Consistency.
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