As data continues to grow at a rapid pace, brands are collecting more information from customer interactions across multiple channels. Because of this, marketing departments are putting a strong emphasis on analyzing this data to obtain value from the wealth of data at their disposal, which helps marketers make better decisions. In fact, Gartner reported that companies are spending an average of 21 percent of their marketing budgets on analytics. While this data can be used and analyzed to help personalize customer offers, marketers should also be utilizing it to measure the effectiveness of their marketing efforts to improve future campaigns.
New channels and communication paradigms have stretched segmentation models to the breaking point. To drive customer engagement and business results, marketers must embrace Zero-Segment Marketing. Eliminating one of the last remaining obstacles to true 1-to-1 marketing, Zero-Segment Marketing discards traditional segments, creating an environment where offer targeting is defined by the individual.