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

Author

Listed:
  • Loftis, Lisa

    (Principal, SAS Customer Intelligence, USA)

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.

Suggested Citation

  • Loftis, Lisa, 2021. "Data and decisioning: It takes two to tango in customer experience," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 7(1), pages 58-64, June.
    • Handle: RePEc:aza:ama000:y:2021:v:7:i:1:p:58-64
    as

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    More about this item

    Keywords

    customer data platform; intelligent decisioning; artificial intelligence; marketing analytics; real-time analytics; Experience 2030;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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