Part 9/12:
This process enables organizations to craft personalized experiences and predictive strategies—moving from reactive insights to proactive engagement.
The Standard Architecture of Marketing Technologies
To operationalize these insights, Helen discusses a generic reference architecture employed by organizations. It involves several key components:
Source Data: From digital platforms (clickstream), in-store point-of-sale, third-party data, voice-of-customer, and call center records.
Data Storage: Centralized repositories, often cloud-based (e.g., Google Cloud Platform, AWS), facilitate scalable storage and retrieval.
Analytics & Modeling: Using advanced tools like Vertex AI, Databricks, or custom ML models, organizations generate customer insights and predictions.