Move Beyond Campaigns To Tap Hidden Customer Potential

May 9th, 2013

Robert Brosnan

With contributors:

Summary

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.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.