What is decisioning: Your key to marketing success

Highlights

You’ll learn about why decisioning is important:

• Increases the speed and efficiency of your business operations
• Promotes business growth, which increases innovation
• Enhances personalization to create loyalty and customer satisfaction
• Key components include data management, analytics, automation and decision strategy

Elevate your strategy today for a future of growth and innovation and take the lead with informed choices.

Keep reading to learn more!

Your intuition and experience may tell you one thing, but your data may reveal a different story. A decade back, intuition-based marketing yielded the desired results, but not anymore.

Selling a kitchen hob? Your intuition tells you to target middle-aged women. Baby diapers? New mothers. If they’re first-time customers, you might give them discounts. 

But times have changed. Men cook and even care for the baby, making them an ideal target audience for a kitchen hob and baby diapers. In short, intuition-based marketing no longer works. Data-driven decisions have long replaced intuition-based marketing. 

Brands and organizations that understand the ABC of decisioning witness increased brand loyalty, customer experience, revenue and marketing return on investment (ROI).

But what does it mean? And how does it improve your customer experience?

What is decisioning?

Decisioning, as a strategic procedure, uses current data and predictive analysis to decide the information shared with customers and on which platform at any given time.

Today, when customer experience is a deciding factor among businesses, using the right decision-making system helps you create personalized customer experiences. The right system makes your customers feel heard, welcomed and understood.

In decisioning, you analyze big data in real-time to predict outcomes and identify opportunities that otherwise require human presence. Using data-driven insights, you ensure quick and precise solutions. Decision-making helps you create, integrate and refine your customer strategy. 

With brands likely to lose 38% of their customers because of poor or inefficient market personalization efforts, the right decisioning system could be the deciding difference between success and failure.

Components of decisioning

These are the components:

Data management

Data management involves collecting, processing and storing structured and unstructured data. Data governance initiates an evidence-based process, ensuring there’s no excuse for bad technology choices.

Analytics and modeling

Advanced analytics converts complex customer data into valuable information. Using predictive modeling, machine learning algorithms and statistical analysis, forecasting future trends, customer behavior and results with higher accuracy becomes easier.

Automation and AI

Machine learning techniques, such as natural language processing and deep learning, automate complex processes, personalize customer interactions and help you learn from new data.

Decision strategy

When you create a strategy, you establish business rules, policies and criteria that guide your organization and decision-making process. A clear strategy ensures alignment with your business objectives, ethical standards and legal requirements.

Integration capabilities

Ensure your strategy fits well with your current systems and tools, like customer relationship management (CRM) and enterprise resource planning (ERP) systems.

Monitoring and feedback

Continuous monitoring and feedback mechanisms are essential to evaluate the effectiveness of decisioning processes. Real-time monitoring allows immediate adjustments, while feedback loops refine your algorithms and strategies.

Key benefits of decisioning

This approach analyzes vast datasets to deliver actionable insights across various business operations. Some key benefits are:

Enhances your speed and accuracy

From inventory management to customer service workflows, it automates your day-to-day choices. Automation reduces the need for manual labor, speeds up processes and reduces the chance of human error, resulting in efficient business operations.

How has Contentstack’s Content Center of Excellence (CoE) helped Icelandair?

After experiencing limitations with previous CMS platforms, Icelandair adopted Contentstack's headless CMS for its advanced features. Implementing the Content CoE was an important development in their digital strategy. This center managed and optimized content creation and updates, guided and trained other teams and ensured quality and consistency across digital channels.

It enables content managers to handle translations for 12 languages without leaving the CMS and allows for more effective publishing automation. This reduced the time to push out promotions by over 90%. The initiative enhanced collaboration, improved content quality and streamlined processes.

After using Contentstack, Hallur fiór Halldórsson, UX Writer and Content Designer at Icelandair, said:

“DotCMS was not natively headless and the system did not allow you to save your work and preview the results. Anytime you posted a blog or a page, you couldn't work on one locale and then push that up; you'd have to wait until you were sure that no one was working on the item in other languages. It pulled everything — all locales, all relationships. It took forever.”

You can read the case study here.

Promotes business growth

Decisioning promotes efficiency and customer satisfaction, creating an environment conducive to growth and innovation. It provides a platform for:

• Investing in new initiatives
• Entering new markets
• Ensuring that innovations keep coming

Improves customer experience

Personalization is at the heart of modern consumer expectations. A data-driven approach to personalization creates customized business experiences, products and services, fulfilling individual customer needs and preferences.

Provides strategic advantage

The data-driven approach combines data, analytics and AI to better understand market life and customers' behavior patterns. You can make more informed choices using this data, resulting in success and innovation.

Helps you maintain balance

Making complex decisions fulfills your business's and customers' needs. Knowing what resonates with your customers helps you drive a superior customer experience while preparing for a business change.

How do AI and data analytics enhance your decision-making?

Did you know that 85% of business leaders experience decision stress? And three-quarters of leaders report they see a threefold increase in the daily volume of choices they make.

Why?

You’re bombarded with unstructured daily data from your social media or customer reviews. 

That’s where artificial intelligence (AI) and data analytics step in. Using AI and data analytics, you convert your data into actionable insights, which human analysts may miss. But how does AI work?

AI technologies collect and analyze your datasets, ensuring efficient data processing. By automating the identification of relevant patterns and insights, AI reduces the time and effort required for analysis.

Predictive analytics is another area where AI helps. AI collects and uses historical data to forecast future outcomes, customer behaviors and potential risks.

FAQs

What is the value of decisioning in marketing?

In marketing, decisioning uses advanced analytics, AI and real-time data to make informed decisions. It enhances customer engagement and personalizes your customer experience.

What is real-time decisioning?

Real-time decisioning helps you make immediate choices based on live and changing data. This approach helps you:

• Respond to customer interactions
• Offer personalized experiences
• Address issues as they occur
• Improve customer satisfaction
• Make your operations agile.

How does decisioning impact your business operations?

Decisioning impacts business operations by automating routine tasks, optimizing workflows and improving the quality of choices. Essentially, it empowers you to operate more strategically, efficiently and effectively.

What are the benefits of decisioning in business?

The benefits include improved efficiency, enhanced customer experiences, reduced risk and strategic growth. It leverages data and AI to make informed, timely, smart decisions that improve all areas of operations and strategy.

Can decisioning improve operational efficiency in businesses?

Yes, decisoning improves the efficiency of your business. Optimizing resource allocation, improving productivity and enhancing the overall business performance becomes easier with decisions. 

Learn more

Should you base your decisions on intuition or data? The answer is data. You need to collect and unify your data. You must use technologies like AI, predictive analytics and machine learning to explore new customer insights.

In short, you need to focus on decisioning.

Do you want to elevate your business strategies and operations? Request a free demo to learn how decisioning redefines your decision-making process and drives growth.