Since the advent of marketing, brands have been reacting to customer events — restricted by behavioral data generated in the past and confined by the capabilities of whatever automation tools were being employed. At most, companies have been able to personalize select content to certain segments some of the time. But most of the time, this content is based on limited insights and customer experiences have mostly been “hit or miss.” Customer interactions have become stale, and by the time marketers react, it might be too late. Marketing leaders need to understand more about their database.They need to know the lifetime value of database members and segments, who is likely to churn, and be able to accurately predict revenue potential for those segments (and for the business as a whole) in the months ahead.
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