Channel optimization can deliver significant return on investment
Basic batch targeting and segmentation provides a small incremental lift. With the right analytics and closed-loop marketing processes, these methodologies can be extremely beneficial in helping a company understand its target, segments, and approach to content.
But, it is not until a company begins to employ optimization strategies that it sees a significant incremental lift in business value from combining foundational data, customer engagements, marketing analytics, and decision management.
Personalization is the means by which to manage the automation of the right message, right channel, right time, right person principle.
Learn about this and more on the site for Merkle's latest book, The Rise of the Platform Marketer.