Letter: Joined up thinking is closer than you think

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Marketing

14/05/2008

 

Andrew Walmsley may believe a system that sifts vast seas of information to support online decisions is closer to science fiction that fact (The whys and wherefores of Web 3.0, Marketing, 7 May), but we are already uniting consumers’ offline information with their online actions – crucially, in real-time – through our decision engine, Digital Brain.

This can instantly marry transactional data, demographics and online behaviour, producing an outcome that creates a positive interaction with the customer; employing the most relevant communication via the most relevant channel.

Creating a decision engine that assimilates and understands all the web and real world  has to offer is no mean feat, but the principle exists, and is providing brands with a way to truly understand people, customise their communications and most importantly, give consumers the positive experiences they seek.

Ben Langdon, chief executive, Digital Marketing Group, Watlington, Oxfordshire