A major focus for Brands is to better aggregate and normalise their Customer data (e.g. using CDPs). At the same time, Brands are investing heavily in Decisioning solutions, whether using Basic Business Rules, Machine Learning or Artificial Intelligence.
The Next step, is for Brands to start delivering more value from this data by being able to easily Activate it across all their touch-points, including in Physical Retail.
This is where the Personalisation Hub platform and 'Triggered Campaigns' step-in...
What's the point of investments in Customer/Decisioning data if you've got nothing to show to a Customer?
- CEO (Company anonymous) -
'Triggered Campaigns' is a repository of Campaigns/Experiences/Offers that can be matched against Customer/Decisioning Data in Real-Time.
As Client's Customer/Visitor/Decisioning Data platforms are connected to the Platform, Brands are able to ensure that Decisions are based on supported 'Triggered Campaigns' on that touch-point.
The Platform's initial focus has been on Physical Retail (as it's the hardest channel to support in real-time). The team's intention is to eventually extend this repository (of Campaigns/Experiences/Offers) to support all touch-points in the future.
'Triggered Campaigns' are also used to support Engaging and Interactive Retail experiences within your Retail Stores without the need for any external data (this is to ensure Brands are able to demonstrate significant value before deciding to integrate their CDP/Decision solutions)
This is covered in more detail in the 'Personalisation' section.
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