2014: The Year of Customer Intelligence
There's a definition that's a little less general. For those of us who are focused on bringing the vision to life, omnichannel marketing also involves automated channel identification and message/offer tuning. Both of these practices are based on additional machine learning created to understand when/if it makes sense to escalate the message and/or offer while also identifying the marketing channel that will have the highest probability of getting the desired response at the most effective cost.
Some assembly required
This is why 2014 is going to be the year that changes our world. The technologies have been established, they've matured and now they're being blended together to breathe life into the practice of customer intelligence. Some marketers will elect to build in-house, while others will look to their large-scale CRM platforms to attempt to solve the challenge. Some will attempt to piece together the solution that will meet their needs from a sea of vendors, while others will work with a new breed of vendors specifically created as customer intelligence platforms.
Regardless of your path, a new world of marketing opportunity is unfolding. Relevance that's customer facing, but also supports your business objectives around profit maximization, lifecycle optimization and marketing spend tuning.
Angel Morales is the co-founder and chief innovation officer of Smarter Remarketer, a customer-centric marketing intelligence platform.