Lisa Loftis is a Customer Intelligence thought leader and product marketer at SAS, where she focuses on customer intelligence, customer experience management and digital marketing. She is co-author of the book Building the Customer-Centric Enterprise. She can be reached at Lisa.Loftis@sas.com.
Rules-based decisioning engines (also known as enterprise decisioning applications) have long been a mainstay for marketers. These applications automate marketing actions using predefined business rules. When the decision is executed as part of a marketing campaign, specific conditions defined in the rules will trigger actions without requiring manual segmentation or
Has your organization invested in a customer data platform (CDP) only to find that it's not living up to its promise? You're not alone. In fact, Digiday reports that only 10% of marketers who have a CDP believe it’s fit for purpose, while an even smaller amount (1%) feel certain
Customer trust is a multifaceted thing. On one hand, earning and keeping it requires marketers to overcome a myriad of threats. On the other hand, trust is almost universally revered by marketers, and once obtained, the benefits are plentiful. A new report from Harvard Business Review Analytic Services and sponsored
