Mastering New Marketing Automation Approaches

The age of the customer ties success to firms' ability to know and serve their customers. Campaigns provide an instrument to drive customer behavior, but traditional campaign approaches can't keep up with pervasively addressable customers who engage well before and after the point of purchase. Customer intelligence (CI) pros play a key role in acting to overcome the many barriers to modernizing campaigns, helping their firms leverage innovations in cross-channel campaign management platforms. This report provides an overview of vendor approaches and recommends starting points for reevaluating existing technology investments. This new report was written for the cross-channel campaign management playbook.