Gartner Research

Optimize Digital Customer Experiences With Machine-Learning-Enhanced Analytics

Published: 25 June 2018

ID: G00353819

Analyst(s): Bill Delrieu , Jeffery Skowron

Summary

Digital analytics applications enhanced with machine learning capabilities enable businesses to stay competitive and innovate. Technical professionals responsible for CRM and CX should use this research to gauge their organization's readiness to use these tools and improve digital experiences.

Table Of Contents

Analysis

  • Assess Your Readiness for Machine-Learning-Enhanced Analytics
    • Assessment Part 1: Evaluate Your Data Preparedness Level
    • Assessment Part 2: Examine Your Skills' and Tools' Level
    • Result of Your Assessment: Where Are You on the ML Complexity Scale?
    • Establish Your Practical Starting Point
  • Explore Use Cases to Improve Customer Experience Through Machine Learning
    • Use Case 1: Augmented/Predictive Analytics
    • Use Case 2: Audience and Customer Segmentation
    • Use Case 3: Personalization Engines
    • Use Case 4: Customer Journey Orchestration
  • Strengths
  • Weaknesses

Guidance

  • Assess Your ML Analytics Readiness
  • Prepare Your Data
  • Use Your Metadata for Cross-Team Conversations
  • Remember That ML Model Management Is Ongoing
  • Create Optimized Customer Segmentation Definitions
  • Leverage ML to Surface Historical Patterns

Gartner Recommended Reading

©2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client