How AI and Machine Learning Impact Multichannel Marketing Campaigns

Selligent Cortex Recognized for Its Disruptive, Enterprise-Ready Digital Marketing Platform Solution

Global B2C marketing automation company Selligent Marketing Cloud announced the availability of a report issued by leading analyst firm 451 Research which details the company’s burgeoning impact on the digital marketing industry. The report, titled Selligent Cortex leverages multipurpose AI for its marketing cloud, focuses on the company’s core artificial intelligence (AI) and machine learning capabilities in Selligent Cortex, and firmly plants the company as a “promising midmarket suite that reduces silos across the enterprise.”

According to the report, written by Keith Dawson, Principal Analyst for 451 Research’s Customer Experience & Commerce group, the growing emphasis on digital marketing has increased the need for marketing automation platforms (MAP) to help organize and execute complex multichannel marketing campaigns. The report cites that among the challenges for brands to do so effectively include disparate data sources and costly management and operations. Selligent Marketing Cloud’s data-centric approach to marketing automation and digital customer experience cements its market value as a powerful, flexible, and extensible MAP provider.

“With the market consolidating among the largest software companies through acquisition, there appears to be room for new players to compete based on speed and flexibility. Selligent’s offering has what may be a disruptive combination of features – AI, a customer data platform and an omnichannel execution solution – indicating that we may be at the beginning of a feature war among the vendor community.”

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“Selligent’s platform innovation extends its ability to use AI and machine learning to optimize marketers’ campaign engagement, and to do so across multiple contact channels,” said Keith Dawson, Principal Analyst, Customer Experience & Commerce for 451 Research. “With those moves, and ongoing efforts to recruit new technology partners within both the martech and service tech fields, Selligent has emerged as a viable alternative to the big platforms in the industry that were largely built through acquisition.”

The report cites critical Selligent Cortex features that cement its market viability, referencing Selligent Marketing Cloud’s impressive customer growth and deployment for notable global consumer brands, including ING, InterContinental Hotel Group, BMW North America, Opel NL, publisher TI Media (formerly Time, Inc. UK), and global travel companies Lindblad Expeditions and Thomas Cook Group.

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Key features highlighted in the report:

• Machine learning used to make predictions about customer behavior and create personalized recommendations.
• Offer-optimization capabilities across channels, including email, mobile and web, via a predictive module that integrates into the platform.
• Extended API and send-time optimization tools based on prior customer engagement data.
• Smart Audiences, which assembles the most relevant audience for a specific content or offer, allowing marketers to deliver personalized customer communications at scale.
• Merged data capabilities of Selligent’s omnichannel execution platform, Selligent Cortex, and customer data platform (CDP) enable a flexible data layer for ingesting different data types, storing them and processing them in real-time.

“Real AI-powered engines are creating boundless opportunities for more powerful and flexible digital marketing,” said John Hernandez, CEO of Selligent Marketing Cloud. “We’re thrilled that 451 Research recognizes the power of Selligent Cortex and our commitment to delivering technologies that define the future of customer experience and seamless multi-channel marketing.”

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