Machine Learning Opportunities for Marketing: An Expert Consensus

In addition to targeting customers based on inferred wants and needs, a compelling facet of personalization is something Forrester Research identifies as "Operationalizing Emotion", which alludes to customers making purchasing decisions based as much (or more) on emotional experiences than on rational conclusions. Today's market is all the more risky for companies that don't provide a stellar customer experience from start to finish, and it's becoming more common for businesses to suffer longer-term revenue losses for a single negative experience, whether directly experienced by the customer or based on empathy for others' experiences. A quick and personalized response to any customer dissatisfaction seems almost an essential application for businesses that want to stay afloat for the long-haul.