According to the SAS Experience 2030 global study, by the year 2030 67% of in-person customer engagements (think sales assistance and information queries) will be completed by smart machines rather than humans. And while it may seem a bit ironic, the most personalized customer experiences could involve no people at
Marketing has changed and continues to change. Some of this is because of technology, but mostly it is the result of evolving customer expectations. Isolated customer interactions, however good, do not create a great customer experience. As isolated events, in fact, they may have a low level of influence on
In my previous post I wrote about the Atari video game, Breakout, and how an AI technique (reinforcement learning, or RL) outperformed a human player. I also drew an analogy between Breakout and customer journey optimization. In Breakout, the environment is what you see on the screen – the blocks,
The customer journey is at the forefront of every discussion about modern marketing. The idea that customers move in premeditated or, at the very least, marketer-meditated paths between well-defined states is alluring (and comforting) to a marketing professional. Of course, even a cursory examination of a web path analytics (Sankey)
In Part 1 and Part 2 of this blog posting series, we discussed: Our current viewpoints on marketing attribution and conversion journey analysis in 2017. The selection criteria of the best measurement approach. Introduced our vision on handling marketing attribution and conversion journey analysis. We would like to conclude this
In Part 1 of this blog posting series, we discussed our current viewpoints on marketing attribution and conversion journey analysis in 2017. We concluded on a cliffhanger, and would like to return to our question of which attribution measurement method should we ultimately focus on. As with all difficult questions
Everyone has a marketing attribution problem, and all attribution measurement methods are wrong. We hear that all the time. Like many urban myths, it is founded in truth. Most organizations believe they can do better on attribution. They all understand that there are gaps, for example, missing touchpoint data, multiple
I begin this blog post with one goal in mind. I want to raise awareness on the subject of customer and marketing analytics, and why this field is exploding in interest and popularity. Let's begin with a primer for the uninitiated, and lay down some definitions: Customer Analytics: The processes, technologies, and
Broadly speaking, the holy grail of digital media measurement is to analyze the impact and business value of all company-generated marketing interactions across the complex customer journey. In this blog post, my goal is to take a transparent approach in discussing how data-driven marketers can progress past rules-based attribution methods, and make the business case for leveraging algorithmic applications.
