Data-driven customer personalization has long been the ultimate promise of the digital age. Find out more here: paid TreasureData
You know how many times they’ve purchased your products, but do you understand their preferences and behaviors well enough to predict what they will want in the future?
Thanks to the rich variety of systems and applications that touch every transaction — from customer data platforms to enterprise resource planning software to transactional databases and e-commerce systems — customers have been leaving data trails that can be captured, processed and focused to reveal their preferences and buying patterns. That intelligence can enrich the customer experience and convert experiences into sales.
These data sources are part of the mosaic that creates the 360-degree view of customers to make personalization a reality — but that growing volume also presents new challenges to organizations, faced with investment decisions for managing and validating data sources. Executives report issues related to increased complexity, change management and the need to find skilled people to deliver on these efforts.
Bring together all available data associated with customers and transactions, whether from internal or external sources. Essential technologies identified in the survey include approaches that capture first-party data, such as marketing cloud solutions and CRM systems, as well as media automation systems, such as programmatic ad platforms and social platforms.
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