CMO’S Guide to Optimizing Paid Digital Media

First: Create a single view of user interactions.

When you align interactions to customers, you recognize them across channels and devices, which makes it possible to connect the dots and to accurately predict their intent—which enables you to personalize the message and deliver it on the right channel at a time when customers are most likely to purchase or repurchase.

Understanding and anticipating customer intent is tricky. It requires multidimensional analysis. You need to understand who your customers are, what kind of products or services they’re most likely to purchase, and what their propensity is at any given moment. And of course, you have to be able to do all of this in milliseconds. But when you get it right, the results are clear.