Blog - Decisioning & Real-time Interaction Management

In part seven of the Talking Personalization Series, we discuss how the industry is working to deliver more personalized experiences in our discussion with Michael McLaren EVP, High Tech Vertical Lead at Merkle.

In this series, we’ve interviewed technical, creative, data, and process experts at Merkle to gain insight into how organizations are creating more personalized experiences. This interview offers an industry-specific view of what is happening in the financial services industry as it relates to personalization with Paul Evers, EVP.

In this series, we’ve interviewed our martech experts to better understand what’s happening in personalization. Here, Matt Mobley, SVP, Technology, Merkle, shares his perspective on personalization, which is surprisingly not necessarily tech-focused.

How do you communicate from the central decision hub to each of your various channels, many of which have different interfaces and different needs? It sounds like a tricky problem, but the answer could be quite simple: Use containers.

The goal of marketing is to provide the best offer to the right customer at the right time. Decisioning based on sound data helps marketers achieve the most ROI, relying mainly on first-party data. Today’s DMPs (Data Management Platforms) provide great quality data combined with artificial intelligence systems.

Adaptive Learning is a core capability of a decisioning platform that automates training, monitoring, and fine-tuning classification models to predict a specific customer behavior.

We all get why omni-channel orchestration is important. As a marketer, having a person’s undivided attention is exceedingly rare, so if you have it, make the most of your interaction by presenting something relevant.

Being successful at delivering personalized experiences requires more than just setting up technology and building out your capabilities. It requires digital transformation, something that can easily be hampered by non-technical considerations including funding, strategy, and shared goals