Technology, and the rise of the towering martech stack, has had a formidable impact on marketers' ability to analyse, predict and respond to buyer behaviour. It has empowered marketing to take full advantage of the 3 Rs: relevance, relationship and revenue, and at the same time added a fourth – real time.
And technology absolutely does have a critical role not only in gathering and analysing the data that makes cognitive marketing possible, but in executing the cognitive marketing campaigns themselves.
But technology is just the enabler, not the solution.  It is the strategy behind the technology that is key to cognitive marketing.

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