CEOs across the globe have made optimization of their marketing technology (MarTech) stacks a top priority. The key principle of MarTech stack optimization is using incremental revenues from more personalized marketing to pay back investments at a faster rate, thereby maximizing the Net Present Value (NPV) of capital investments in technology
From our experience, “Digital Champions” – clear digital marketing leaders in their respective sectors – are investing in real-time hyper-personalization. Hyper-personalization ensures that every step in the customer journey is personalized with data-driven targeting rules and offers that drive advantage in CX, revenue generation and brand loyalty. From this experience, we have developed the next era of personalization that we call “Affinity at Scale.” Affinity at Scale is a new approach to personalization that is a unique formula of human insights and data signals that drives an authentic, empathetic connection to the brand.
