Customer Engagement – From BI Guesswork to Prescriptive AI

Customer Engagement approaches, and the technology used to enable them, have evolved immensely over the last 25 years. Two distinct eras define this period, as well as a major technological shift to real-time systems with AI feedback loops. The BI Guesswork Era During the advent of the Business Intelligence (BI), Marketing Technology and Campaign Management era (circa 1990), marketers had limited predictive powers. In many cases, when it came to what individuals really needed, they resorted to guesswork. They channeled their energy to perfect efficiencies in targeting and automation.