Finding the data and marketing sweet spot with an AI-led CDP
Say goodbye to manual data analysis and complicated spreadsheets – artificial intelligence (AI) is here to help us work smarter! We can breathe a sigh of relief in the customer experience (CX) space, as evolving customer expectations, complex data sets, and stretched resources mean there’s a need for intelligent, agile solutions.
There’s real value in using a CDP with AI-driven functionalities today as marketers search for timely, cost-effective, and intuitive ways to create customer experiences at scale. But, with only 54% of marketing decisions influenced by analytics, it’s clear that the efficiency of AI isn’t the issue at hand. It’s the need for more trust and understanding in using it.
CDPs with AI: The tool to empower marketers
When I speak to marketers, I can see concerns about AI’s growing role in customer experience – and I understand why. We all like to be in control of our campaigns, after all. Yet, AI-driven data platforms, such as advanced CDPs, are here to empower marketing decisions. Not overpower.
CDPs with AI, such as NGDATA’s Intelligent Engagement Platform, allow organizations to hit the sweet spot between traditional data science and marketing. By leveraging the power of AI in an accessible, user-friendly way, marketers can unlock their customer data potential in real-time and at scale.
Transforming big data into small, meaningful moments is vital to delivering the level of personalization expected by customers today – and here’s where AI-empowered CDPs can step up to the plate. By feeding historical and real-time data into smart metrics, advanced CDPs give marketers the intelligence to choose who, how, when, and where to engage.
Applying intelligence across the customer journey
Using AI, marketers can also deliver timely, relevant, and personalized experiences based on predictive analytics. Here, the next best experience can be delivered with greater accuracy repeatedly with AI and machine learning (ML) working in synergy.
Organizations can adopt a hybrid decision-making approach for these more complex, considered engagements. With a CDP, marketers learn from continuously optimized data to orchestrate contextually relevant interactions – staying in the driving seat of their campaigns while being supported by AI.
We can look at smart audience creation based on lookalike modeling (LAM) algorithms as an example of where intelligent decision-making works well. The CDP’s job is to determine potential audiences based on a company’s highest-value customers, yet marketers still have the final say when choosing who to target and how.
CDPs with machine learning capabilities also enable engaging customers with meaningful moments across the entire journey. For instance, our Intelligent Engagement Platform transforms fragmented data sets into an Opportunity Index, a scoring metric we calculate for every customer and every experience.
Based on a customer’s short-term intent, long-term propensity, eligibility markers, and a wide range of other metrics, the Opportunity Index equips marketers with the most relevant insights throughout their campaign. However, with the ability to influence the scoring algorithms based on commercial priorities, marketers still retain control of their results.
Our advanced CDP with the power of AI
There’s no doubt that AI is shaping the future of customer experiences. And it’s only by seeing AI as a friend, not a foe, that marketers can uncover the real potential of their customer data.
At NGDATA, we think of our Intelligent Engagement Platform as a data scientist in a box. As an advanced CDP with AI, it puts machine learning in the hands of marketers for truly individualized customer experiences at scale.
From aggregating data into a constantly evolving Customer DNA™ to determining the next best customer experience based on predictive analytics, the Intelligent Engagement Platform empowers marketers to make customers feel seen, understood, and serviced.
