From Journeys to Decisions: Closing the Loop Between What Marketing Learns and What It Does Next
with Nadia Davis, Scott Brinker, and Frans Riemersma
About the Event
In the second episode of Season 4 on Hitchhiker’s Guide to Marketing Analytics, Nadia Davis is joined by Scott Brinker and Frans Riemersma to discuss the next frontier for AI-forward marketers: closing the loop between data and activation.
Here’s the ultimate marketing paradox: our data isn’t real time, but our marketing has to be anyway. Say what?!
For two decades, marketing automation has run on rigid if-this-then-that rules. We’ve written hundreds of nurture sequences trying to predict every path a prospect might take, only to find the one they preferred was “Other.”
Scott Brinker and Frans Riemersma, who’ve watched marketing stacks evolve longer than almost anyone, join Nadia to talk about where engagement goes next: away from journeys planned months ahead and toward decisions made in the moment, based on everything the system knows about a person, their account, and their buying group.
The catch every ops person knows: “real-time” data rarely is. It waits on syncs and approvals, going stale. So they’ll dig into connecting the decisioning layer to the plumbing underneath, what should stay a hard rule (consent, frequency, governance), where judgment should take over, and how to prove orchestration is worth it.
