The very foundation of marketing analytics is obviously your customer data. The trick is not just to collect as much information as you can. Marketing can only be properly and efficiently automated if you have smart analytics, which can uncover insights out of raw data.
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Real-time marketing is marketing at its best, at the most granular and intimate level of customer relationships: engaging in an interactive one-to-one conversation. It is not just a nice added-value, it is about fulfilling the customer’s expectations.
This is actually one of the trickiest parts of marketing: striking the right balance between the needs of the customer and those of the organisation. It allows investing where it really matters, intelligently reducing marketing investments while increasing customer satisfaction.