Blog - Decisioning & Real-time Interaction Management

In this series, we’ve interviewed our martech experts to better understand what’s happening in personalization. Here, Matt Mobley, SVP, Technology, Merkle, shares his perspective on personalization, which is surprisingly not necessarily tech-focused.

How do you communicate from the central decision hub to each of your various channels, many of which have different interfaces and different needs? It sounds like a tricky problem, but the answer could be quite simple: Use containers.

The goal of marketing is to provide the best offer to the right customer at the right time. Decisioning based on sound data helps marketers achieve the most ROI, relying mainly on first-party data. Today’s DMPs (Data Management Platforms) provide great quality data combined with artificial intelligence systems.

Adaptive Learning is a core capability of a decisioning platform that automates training, monitoring, and fine-tuning classification models to predict a specific customer behavior.

We all get why omni-channel orchestration is important. As a marketer, having a person’s undivided attention is exceedingly rare, so if you have it, make the most of your interaction by presenting something relevant.

Being successful at delivering personalized experiences requires more than just setting up technology and building out your capabilities. It requires digital transformation, something that can easily be hampered by non-technical considerations including funding, strategy, and shared goals

We sit down with Alex Yoder, EVP, Analytics at Merkle to focus on the critical role that data plays in the ability to deliver personalization.

Today, marketers are on the cusp of a new wave of channels driven by the Internet of Things (IoT), virtual assistants (e.g., Amazon Alexa, Google Assistant, etc.), and over-the-top (OTT) media services. Creating additional silos for every new channel is not a scalable solution, so the need to integrate them with a single, omni-channel strategy is essential