While there was a huge amount of noise about real-time decision-making and real-time next best action marketing a few years ago, we haven’t as yet seen significant practical application of this technology.
This is set to change from 2017 onward. Many organisations looked into or acquired technology to facilitate real-time when it first emerged as a leading trend, but it is only now that many are actually practically applying it.
The reasons for this are manifold. The tendency is often to purchase a particular piece of technology, without first stepping back and putting together a clear business case and roadmap for the technology. Before purchasing any technology, organisations need to address the following:
All too often these questions are not asked or answered until after a piece of technology has been purchased, which can lead to a significant disconnect between what a business thinks it is getting from a vendor and what it actually needs.
This has been the case with many implementations of real time marketing technology, which is why it has taken some time to see significant practical applications of this.
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