This article was written by Greg Kihlström for MarTech. Read the full article here.

AI brings a paradigm shift to campaigns by weaving together data from disparate sources to build personalized experiences

Using AI and customer data to enhance the customer experience 

By leveraging AI, brands can transform their customer data platforms (CDPs) into potent tools for real-time, data-driven decision-making. This evolution is not just an incremental improvement, but a paradigm shift, empowering brands to weave disparate strands of data — both structured and unstructured — into a cohesive tapestry that depicts a unified customer view.

Increasing a brand’s understanding of the customer

At the heart of this transformation is the ability to offer personalized experiences that resonate deeply with consumers. These tailored interactions are not just about addressing customers by name or acknowledging their birthdays; they involve understanding their preferences, behaviors and even predicting their future needs. This level of personalization is shown to significantly enhance engagement and directly contribute to an uptick in revenue. Furthermore, it plays a pivotal role in boosting Key Performance Indicators (KPIs) such as customer lifetime value (CLV), an increasingly vital metric in the enterprise sector.

This article was written by Greg Kihlström for MarTech. Read the full article here.