Gartner Research

CRM Strategists: Use a Digital Twin to Model Customer Behaviors and Evolve From Simple ML Modeling

Published: 08 May 2023

Summary

Many organizations use machine learning models to make specific predictions or decisions but struggle to identify if digital twins of a customer are different or necessary. IT leaders supporting AI must take the best approach to improve business outcomes and modeling customer behaviors.

Included in Full Research

Overview

Key Findings
  • Most organizations maintain multiple AI models, such as machine learning, regression or neural network models to address specific business needs.

  • The difference in value between a machine learning model and a digital twin of a customer (DToC) is not clear to organizations, especially around data and privacy.

  • Often, there is no clear strategy of how to employ a DToC versus what exists in today’s technical state.

Recommendations
  • Learn about the difference between AI models and a DToC and develop a strategy for creating a DToC by examining different objectives and outcomes to evolve your CRM strategy.

  • Curate the data for the DToC

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