Sentient marketing can help brands analyse data faster and make quick decisions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 09, 2019, 6:20 AM UTC

90% of an enterprise’s time is spent sifting through data and only 10% is spent in actual decision making.

This piece argues that sentient marketing, which forms the core of predictive technologies and algorithms, can help brands spend more time on decision making than data analytics. With sentient enterprise and marketing capabilities, brands can track micro-trends and adverse events and prevent any brand damage.

Sentience helps businesses to make autonomous, real-time decisions without requiring human intervention. This article says that the first step towards building a sentient enterprise starts with enhancing a business’s technological backbone for analytical capabilities.

Brands need to build an agile data platform, behavioural data platform and collaborative ideation platform to enable autonomous decisions. The author contends that autonomous processes enable sentient marketers to handle large volumes of customer interactions without comprising on personalisation and customer care, among others.

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[8 minute read]