Data and decisioning: It takes two to tango in customer experience

Lisa Loftis
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Lisa Loftis: Principal, SAS Customer Intelligence, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2021, vol. 7, issue 1, 58-64

Abstract: The COVID-19 pandemic has induced a massive increase in digital activity, and consumers are demanding a new engagement model with both digital and physical aspects. To provide the best customer experience, this paper posits that brands will have to reach their customers with personalised interactions in real time. As this paper will discuss, this will require them to adapt their technology models to become more agile and more reliant on automation (decisioning) and analytics.

Keywords: customer data platform; intelligent decisioning; artificial intelligence; marketing analytics; real-time analytics; Experience 2030 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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