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.
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