Mike McGuire, VP analyst at Gartner , one of the world's leading research and advice firms, said: "Over the next five years, event triggers (checking for events and executing code associated with the trigger when the event occurs) and real-time marketing will have the greatest impact on marketing efforts." “However, before marketers can realize the benefits of these technologies, they must first become familiar with predictive analytics and the delivery of personalized communications.
”McGuire's comments are the key trends most likely to affect how marketing teams manage their "Marketing Technology Stack." is Industry Email List shown in Gartner's report published in August of last year . Gartner found in the study that brands that can incorporate behavioral analytics into their marketing automation platforms are better equipped to conduct real-time marketing efforts.
But according to Gartner's report, many marketers don't have a "clear" business case for real-time engagement. LeClair said marketers haven't been able to piece together the platforms they've implemented to create a "centralized decision authority." A 'centralized decision authority' enables real-time marketing events to be delivered based on customer engagement, historical data, buying interactions and more across multiple channels.