Exploring the Spectrum

Abstract

You have now seen how smart adaptive marketers are tapping into the power of real-time data to quickly gain insight into customers’ needs and then use that information to inform and improve products and customer service. You’ve also seen the wide spectrum of adaptive opportunities available to marketers, everything from Netflix’s subtle use of viewing data to develop new original programming to #KLM #happytohelp’s not so subtle use of a speedboat to help a tweeting customer stuck in a traffic jam. Adaptive marketing is a pretty big sandbox to play in, full of opportunities to apply data in new and creative ways, and nothing illustrates that more than the world of advertising.