We found that automating the execution aspect of marketing is relatively simple, but the decisions around targeting specific customers and presenting them individually tailored content, products, and offers is the actual challenging part. AI is key in unlocking the ability to comprehend large volumes of data and manage one-to-one interactions with customers.
Relationships are about real people, about making an effort in getting to know and understand the person we’re talking to. It’s time to make the marketing process more human again and, most of all, use technology and data as an enabler to get us there.
At DA, we call this ‘Dynamic Decisioning’.