Modern marketing leaves little to chance. It’s evolved to utilize data-driven targeting to know precisely what people want. And that evolution is ongoing. Join managing directors David Steuer and Jeremy Woodlee from Accenture as they discuss where MarTech is taking the industry.

Key Takeaways:

[2:13] David discusses the need to drive personalization for the customer experience in real-time. 

[4:26] Both AdTech and MarTech need to deliver campaigns to customers using an omni-channel approach utilizing multiple customer touchpoints in the burgeoning age of personalization.

[5:51] As cookies disappear and digital movements become a bit more private, marketers are turning to first-party data.

[6:45] Customer data platforms are key elements for driving success in providing a contextual experience. And, it’s not just a matter of data. There’s an emotional and even moral element.

[12:53] How are organizations decluttering processes while keeping up with the constantly shifting customer needs, moods, and values? By consolidating, rationalizing technology, and optimizing processes.

[18:41] It is getting increasingly tougher for companies to target specific audiences. PII, or personally identifiable information, has been incredibly useful in targeted marketing.

[23:03] To get rid of our own marketing clutter, we must add technologies that create more opportunities for personalization.

Quotes:

• “We still need the art. You still need to be creative, it has to be there. But now we’re talking about the need to combine the creative with data analytics and understanding of the customer context, in their journey in real-time.” — David [2:30]
• “I think this is a moment to start to take a step back and look at what is really important — the touchpoints that are really critical, and put human energy against that and try to use machine-driven technology. To be able to automate and run everything else so that humans can do what humans do well.” — Jeremy [10:31]
• “Decluttering and streamlining processes can help us keep up with customers, but only as long as we make sure that those processes actually provide meaningful customer experiences.” — Jo [14:09]

Continue on your journey:

• pega.com/podcast

Mentioned:

• David Steuer
• Accenture
• Jeremy Woodlee