The Missing Brain in Your Martech Stack

It’s no news to you that leveraging your data is a key requirement in transforming your organization to become customer-centric. So why aren’t more companies further progressed, especially with all of the tools they’ve already invested in? Great investments add capability, but at the same time, those investments, added to existing legacy systems, have added complexity and lead to fragmentation. Many brands are actually data-rich, but they struggle to leverage that customer data and insights from their current martech stack.


Customer DNA is at the core of how you operationalize the wealth of customer data and analytics you have in your organization, and how you deploy it to the various channels via which your customers interact with you.

Marketers are often frustrated with the time-lag of analytical insights for decision-making, because the only relevant insight is today’s, not yesterday’s. In today’s always-on world, where customers are in control of how they connect with your brand, traditional platforms will fall short in supporting connected experiences. Campaigns will miss the mark because traditional platforms won’t analyze and deploy data in real-time. So, making Customer DNA accessible to your martech stack will be the key for you to monetize your data and analytics in real-time.


Customer DNA is at the core of how you operationalize the wealth of customer data and analytics you have in your organization, and how you deploy it to the various channels via which your customers interact with you. Once you’ve broken down all your internal data silos, you’ll be amazed at how much you know about your customers.


But, it doesn’t have to stop there. You can further optimize your customer experience by enriching the Customer DNA with data from second- and third-party data sources. When you incorporate data from the right partners, your Customer DNA will become even more granular, increasing your depth of knowledge about your customers even further.


Customer DNA supports three critical business flows within your marketing business:


  • The first is traditional outbound marketing: You can extract a precise and up-to-date list of targeted customers for an outbound campaign from the Customer DNA. Your customary way of operating is enhanced because you can make behavioral and preference criteria part of determining your campaign audience.
  • The second is trigger-based marketing (as mentioned earlier): When the behavior of a customer is changing, and thus changing metrics within the Customer DNA, you initialize a personalized outbound action (i.e., email, text message, call from the call center, etc.).
  • The third is request-response inbound marketing: Customer DNA will enable you to respond in real-time, in a personalized manner, to an inbound interaction (i.e., via a dynamic web banner), by using the real-time Customer DNA metrics to determine the optimal response.