An Intellyx Brain Candy Brief
It’s a tricky time to be an enterprise marketer. On the one hand, customers expect you to intuitively understand their needs and curate a customized experience to meet them. On the other, doing so runs the continual risk of crossing the line from intuitiveness to creepiness, especially when organizations must deal with an ever-more-complex data stack. The fact that early movers in the marketing automation domain focused their efforts on increasing transaction value and deal size, but often at the cost of the broader customer experience, has compounded the situation.
A category of software known as Customer Data Platforms (CDPs) has recently gained a lot of traction in the market because of their ability to help enterprise organizations deal with this data complexity and power customer engagements. According to CDP player AgilOne, however, there’s more to doing this right than a one-dimensional focus on maximizing margin or deal retention. The company claims to take a more holistic and lifecycle-driven approach that delivers the intuitiveness, insights, and authenticity that customers now expect throughout the customer lifecycle.
The company’s platform is a centralized and agnostic repository of customer data, which it can ingest from nearly any source. From that starting point, however, there are three central elements to its value proposition. First, the company processes and cleans ingested data to remove duplication and unify customer profiles. Second, the platform then applies behavioral analytics and machine learning to derive customer insights. Finally, the platform can then trigger and orchestrate customer activation activities across multiple end-systems. The result is a CDP that enables organizations to employ it across a much more diverse and empowering set of customer use cases that can improve the customer experience across the entire customer journey.
Copyright ©2019 Intellyx LLC. Intellyx advises companies on their digital transformation initiatives, and helps vendors communicate their agility stories. At the time of this writing, none of the organizations mentioned in this article are Intellyx customers. To be considered for a Brain Candy article, email us at pr@intellyx.com.
