Ascend’s Managing Director, Rich Herbst and Mark Smith of Kitewheel discussed the current status of automated journey marketing with Huffington Post’s James Moore.
For years, marketers have had access to mounds of customer data, but have found themselves overwhelmed by its magnitude. Moore writes that “technology is finally evolving to turn data into a tool instead of a problem for business” and the evolution of software has “spawned a broad range of data analytics and business intelligence tools that deliver what consultants call ‘actionable insights.’”
Buying decisions move fast on the web, which means that customer data needs to be tracked in real-time in order to maximize impact. Marketers strive to use the data to deliver a better experience to customers through pragmatic marketing.
Ascend is working with Kitewheel, a customer journey platform, to achieve these goals.
Kitewheel does more than manage the customer journey. The platform analyzes quantitative and qualitative customer data to optimize each customers’ experience and predict their future behavior. This allows marketers to merge strategy with smart software and build an automated journey.
Rich Herbst recognizes that “marketing automation isn’t new but it hasn’t been fully leveraging data until the last couple of years. We now have tool sets to turn it into highly attuned automation and marketing. It is a shifting of the game that is really accelerating now because of how these two paths come together, the automation and data.”
Furthermore, Kitewheel is moving toward AI integration with their customer journey platform. AI will “assess where customers are in their life cycle and what would be next for them in terms of the right kind of experience.”
The convergence of human logic and machine learning will help marketers deliver relevant communication that strengthens customer relations.
To read the full Huffington Post article, click here