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utopia of a golden record , the more likely they are to interact with customers through preferred channels with preferred messages . Done fittingly , as customer preferences and / or transaction history change , the record changes with it .
Going a step further , Gladwin further highlights that a centralised approach enables enterprises to engage with customers in a personalized , meaningful way . “ Anticipating customer behavior through insight enables you to keep ahead of the competition by delivering the right experiences at the precise moment a customer engages . You can see what was the last activity and what their behaviors have been within the mobile app before you choose to send an email . This helps to assure that those things correlate to have the right level of relevance and value , as well as drive a single voice .”
At Cheetah Digital , the company takes the data insights and processes these within its Engagement Data Platform ( an evolution of a CDP ). “ On a software level , it ’ s from here that enterprises are able to securely manage that data from any source and in real-time with other digital channels . We can also apply machine learning to optimise send times , as well as building propensity models that look at feedback loops and other insights to determine the likelihood of a customer following
NOVEMBER 2020