2015 Predictions: Marketing Technology to Redefine Customer Experience
As marketers seek to develop more innovative capabilities, they will experiment more in the coming year. They will trial new technologies that promise to deliver on the potential of personalized, data-driven marketing at scale. In doing so, they will look to vendors for productized capabilities for the primary benefit of rapid time to market, seeking solutions that fill gaps and yet integrate well with components of existing marketing and analytics suites.
2. Behavioral targeting fueled by contextual intelligence will start to power customer interactions. Marketers know that understanding individual behavior is the key to personalizing customer experiences (knowing what to deliver and when to deliver it). Yet in many cases, they don't have the capability to target customers and tailor interactions according to the needs, wants and preferences of individual customers as their behaviors dynamically change.
In 2015, we will see marketers exploit contextual intelligence to power how they engage with customers. We will see investments in more sophisticated analytics for the purpose of stimulating data-driven interactions with customers throughout their life cycles. With these investments, marketers will begin to leverage a wider variety of data sources to improve their behavioral targeting, focusing on data that sheds light on how customers behave—how they purchase, but also how they adopt, use, spend, deplete, interact with, engage, migrate, share, research, etc. We will see marketers put mobile and social data to use along with other sources of customer data, including that from campaign management systems, call centers, billing systems, point of sale systems, loyalty programs, etc., to gain a deeper understanding of their customers' behaviors, anticipate their needs, and act on insights to drive more meaningful and more valuable customer interactions.
Marketers will also begin to adopt technologies that enable more sophisticated exploration of data attributes i.e., exploration that is unsupervised and that automatically determines without assumption, which attributes matter for influencing a particular behavior or outcome. Marketers will benefit from the fact that these technologies enable dynamic decisioning. This means that decisions about what action to take for a specific customer can be based on the context of current timing as well as a multitude of customer behavior events—versus the use of simple rules that define single event "triggers."