Curate By

  • Theme
  • Sector
  • Channel
  • Show All

Connect to


10 Ways Adaptive Marketers Improve the Customer Experience


It’s time for marketers to adapt. Whether adapting externally to customers’ unpredictable behavior or internally within a brand’s organization, the time has come for traditional marketers to become Adaptive Marketers—agile customer experience enthusiasts who take a customer centric approach to marketing instead of a channel-centric approach.

Adaptive Marketers focus on optimizing the context, speed and state of each customer relationship instead of each channel. They can simultaneously achieve a business objective while creating the best brand experience possible, regardless of the channel. And they are making it happen now.

Only Adaptive Marketers can personalize messaging in real-time—less than 100 milliseconds—no matter where and when an interaction occurs, using both historical information and in-the-moment behavior data. This is what marketers have been looking for – the opportunity to maximize every opportunity with customers.

How does it work?  Let’s break it down into ten key ways Adaptive Marketers can surpass traditional marketing by converting their customer experience into their most competitive and unique advantage:

1. Opportunity Trees

Not journey maps—dynamic Opportunity Trees™ where customers control their journey and marketers create an adaptive customer experience based on the full and latest state of each customer profile

2. Adaptive Marketer Data Environment

Centralized and consolidated customer data at their fingertips; marketing-specific format for a single source of truth that they control instead of IT

3. Real-time Adaptive Customer Counts

Bypass IT and slow tools to get answers to their own questions on their own time in seconds

4. Engineered Fields

Quickly edit and add new customer data variables on their own to make sure all customer data always adapts to specific marketing needs

5. Single Event View Reporting

Holistic, real-time view of what’s going on inside their ecosystem at all times across multiple simultaneous campaigns

6. Integrated Audience Segments

Immediately turn insights into action within seconds using the same tool

6. Real-time Adaptive Email Campaigns

Email messaging stays relevant no matter what change in omni-channel customer behavior

6. Real-time Adaptive Omni-Channel Campaigns

Automate personalized messaging across the entire ecosystem that adapts to system-wide customer behavior in real-time no matter where or when

9. Real-time Adaptive Display Ad Targeting

Extend the adaptive customer experience across the internet to accurately identify and personalize customer ad experiences anywhere online

10. Real-time Adaptive Attribution

Analyze the impacts of both marketing and advertising interactions to see what it takes to get customers and prospects to convert, and the true ROI

Bob Hale is CEO of Alterian, an Adaptive Customer Experience company where marketers gain the power to maximize customer opportunity in milliseconds, allowing brands to stay one step ahead of individual customers with the right message no matter where or when they interact.

Hear more from the DMA

Please login to comment.


Related Articles

By now most of us have a plan in place to address GDPR, but what I want to challenge you on is this: Is your plan just for compliance? Or does it make GDPR into an ongoing business opportunity? 


I'm curious. So many marketers, agencies and publishers alike have already foretold the future of consumer trends for 2018, but how many have played them against each other in an attempt to truly understand what the next big thing is? 

Top Trends_Page_28.jpg

A recent study The Consumer Content Report: Influence in the Digital Age finds that even in today’s celebrity-centric culture, authenticity drives brand affinity. 86% of consumers said authenticity is important in deciding the brands they like.  



The DMA’s Data Council has produced a GDPR-friendly guide to managing the retention of your data. Read on and download here.