For most of marketing’s history, the basic unit of work was the campaign. You picked a segment, built a message, and sent it to everyone in that segment at the same time. Decisioning platforms change that unit from the campaign to the individual, evaluating in real time what a specific customer should see right now, out of potentially hundreds of eligible messages.
Breaking down different types of martech stack option and analyzing why organization will select this architecture.
- Here is one with integrated suite approach. Decisioning is mainly done through segmentation
- Here are different options focusing on Next Best Action
Option A: Decisioning is the brain of the architecture
Option B: Using combination of tools – still decisioning is the brain of the architecture
- Here is one with Agentic Workflow and Customer 360 approach. AI/agentic future: adaptive real-time decisioning plus agentic workflows.
