We are moving ever closer to one-on-one marketing with fully tailored messaging. For marketers, personalisation is no longer a 'nice to have', because undifferentiated mass marketing doesn't even reach the audience any more.
Salesforce is to acquire business intelligence (BI) visualisation software provider Tableau in a $15.7 billion (£12.4bn) all-stock deal – with the aim to improve customer journeys through the fusion of artificial intelligence (AI) and big data.
Social media is ready-fire-aim capitalism in action. Tech companies split test mercilessly to see what sticks - then they backpedal to fill in gaps with knee-jerk solutions. But sometimes the innovation obsession prevents them from seeing the forest for the trees.
Now that marketers have mastered many game-changing tools they need to learn how best to shape the world around consumers down to picking the right moments to offer their products and services.
