"Marketers have been using decisioning technology for decades - automated rules that decide which email to send, when to follow up or how to score a lead. What's new isn't the idea of automation, but the intelligence behind it. Rule-based systems have given way to AI engines that learn, adapt and personalize in real time. The real breakthrough wasn't just AI but the rise of cloud data warehouses. By unifying customer data at scale, they gave AI the raw material it needed to move beyond scripts and make smarter decisions."
"Now, platforms can sit on top of the warehouse and the customer data layer, offering marketers intuitive tools that activate data daily and deliver personalization at the individual level. Marketing decisioning predates the internet. When Unica launched in 1992 - back when the web had only about 6 million users - it pioneered software-driven campaign management, featuring automated workflows and lead management. This was decisioning at its most basic: if-then logic that automated repetitive tasks but lacked the data richness for meaningful personalization."
Marketing decisioning evolved from simple rule-based automation to AI-driven engines that learn, adapt and personalize in real time. Cloud data warehouses unified customer data at scale and provided the raw material AI needed to move beyond static scripts. Modern platforms layer on top of the warehouse and customer data layer to activate data daily and deliver individual-level personalization. Early systems like Unica used if-then logic and faced siloed data across email, CRM and web analytics, which limited cross-channel orchestration and the ability to truly learn and adapt without manual rebuilding.
Read at MarTech
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