NGDATA attended MarTech East last week in Boston. Our Marketing Analytics Expert, Chelsea Lawley, presented a session on “Capitalizing on Your Customer Intelligence to Deliver Superior Marketing Return,” which examined how marketers can leverage real-time customer data through augmented analytics and machine learning models. She talked about the extraction of value from data analytics and how there’s a leakage problem, because while analytics uncovers $100M of value across use cases, only 10% is commonly realized. This is why best-in-class companies are moving to dynamic customer optimization using history & real-time insight for optimized and dynamically curated customer conversations.
One major conference takeaway, and a theme that was coming up repeatedly, was the adoption and acknowledgement of the Customer Data Platform (CDP) as a required component of a company’s digital strategy. And how the analytics of that product can make or break your customer engagement strategy and overall success. Here are some photos from the event…
