Consumers move fast. In a world with plenty of vendor and channel choices, marketers are under pressure to provide relevant and proactive customer engagements.
Waiting for a lean data science or IT team to provide the insights required to generate target audiences results in poor marketing campaign response rates, customer contact fatigue, low customer retention and less than ideal customer engagement.
Cognitive analytics can provide the ideal partnership between man and machine. It helps marketers become self-sufficient, gaining insights into meaningful customer segmentation, so they can take swift action to reach target audiences. IBM has created a cloud solution that benefits from these capabilities--IBM Watson Marketing Insights.
It constantly refreshes to recommend prioritized target audiences based on current customer behavior, while also allowing you to explore the cognitive insights to develop your own target audiences from scratch. The selected audience list can then be pushed to your marketing system like IBM Watson Campaign Automation.