Today’s marketing landscape is riddled with more challenges than ever before. The evolution of technology like social media and automatic opt-out preferences has put an increasing amount of power in the hands of consumers, allowing them to control not only who can contact them, but when and how they can be contacted. At the same time, marketers are faced with increasing competition, greater ad fatigue from consumers, higher customer expectations and a proliferation of new media and sales channels.

To succeed in this ever-competitive and challenging landscape, marketers need to focus on engaging customers and prospects with information that is relevant and useful to them as individuals. To effectively do this, marketers must be equipped with a 360 degree view of individual customers and the ability to anticipate customer wants and needs, so that they only reach out with relevant marketing messages. The incorporation of predictive analytics into a customer interaction strategy provides the needed insight to ensure that marketers suggest only relevant products and services that benefit the customer, not the department or organization, thus improving the overall effectiveness of their marketing efforts. Basic customer relationship management systems, widely employed by customer-facing organizations, do a great job of capturing a customer’s interaction history with the company, but they fail to provide the additional information that allows marketers to truly understand the individual customer’s needs .

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