From marketing campaigns to insight-driven, contextual customer interactions.

Presented by

Brandon Purcell, Principal Analyst at Forrester Research and Steven Noels, Chief Technology Officer at NGDATA

About this talk

With so much data at our fingertips, why are marketing campaigns so much less effective today than ever before, at acquiring and retaining customers? It’s because consumers are more distracted, and they’re being marketed to with little relevancy. In order to stand out, you need to deliver personalized and context-driven interactions with each customer. Brands that seize this potential are embracing a Customer-Obsessed Marketing Model around core competencies: mindset, talent, process, and insights. And they are assembling what Forrester calls, Contextual Marketing Engines: brand-specific platforms that exploit customer context to deliver utility and guide the customer into the next best interaction. In this webinar, we’ll discuss the Customer-Obsessed Marketing Model and how to build a Contextual Marketing Engine to realize the shift from static product-focused marketing campaigns that target customer segments, to dynamic and contextual customer interactions based on real-time scoring of individual customer data. We’ll focus on the capabilities you need to be successful and how a Customer Data Platform can help fill this essential gap in your current marketing stack. Join our guest, Brandon Purcell, Principal Analyst at Forrester Research, and our own Steven Noels, Chief Technology Officer at NGDATA, for an interactive and informative conversation. Key takeaways will include: • How can the right marketing strategy, processes, teams and technology enable your brand to make the shift to conversational programs. • How brands are currently gaining advantages through contextual marketing. • How contextual customer interactions create value for both your brand and your customer, improving long-term business results. Register today:

Related topics:

More from this channel

Upcoming talks (0)
On-demand talks (5)
Subscribers (474)
NGDATA helps brands in data-driven industries, such as financial services, telecom, utilities and hospitality, to drive connected experiences. Our AI-powered CDP puts people at the center of every business via Customer DNA, which continuously learns from behavior to deliver compelling experiences for companies, such as Belfius Bank, Innogy and Telenet. NGDATA is headquartered in Gent, Belgium and has offices in the United States, Europe and Asia-Pacific. For more information, please visit