Sentient Marketing: Customer Engagement At The Speed Of Data

Every second of every day, companies are inundated by massive volumes of data from diverse sources: sensor data, clickstream data, location data, social data, video data, and so forth. But the pace at which enterprises can leverage this data to sense and respond intelligently to customers lags well behind the pace at which data is exploding. Fortunately, advances in marketing automation and artificial intelligence (AI) are enabling enterprises to respond to the data challenge. We are at the threshold of a new era in marketing that I call sentient marketing - a vision for customer engagement that is powered by data, scaled with automation, and personalized through AI. Sentient marketing is a set of capabilities and processes that enable enterprises to create personalized customer engagement at scale and in real-time. Sentient marketing originates from the broader vision that my co-author Oliver Ratzesberger and I wrote about in our recent book, The Sentient Enterprise: The Evolution of Business Decision Making.