Move Beyond Campaigns To Tap Hidden Customer Potential

Cross-channel campaign management (CCCM) tools are the heart of the enterprise marketing platform, yet campaigns are too rigid and too rooted in batch-based techniques to allow firms to achieve customer obsession in an era of ubiquitous connectivity. An emerging technology category, customer decision management (CDM), uses machine learning, continuous testing, and contextual information to explore and exploit the space of possible customer interactions. We provide a definition of the category, review essential characteristics of CDM tools, and analyze the implications for marketers and vendors alike

Brosnan, Robert
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