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Targeting the right customers with the right message at the right time represents one of the most efficient ways to optimize marketing campaigns and achieve a higher return on investment (ROI). And when a customer receives personalized content, there is not only higher probability (s)he will buy the product but also that (s)he will develop loyalty toward the business.
Yet as far back as 2014, Forrester reported that more than 75 percent of digital marketing professionals were already using advanced analytics and clustering techniques to personalize targeting. And 68 percent were already using machine learning algorithms for more personal targeting and interactions. So what else is there to do?