Businesses should be in control
Despite the amount of information consumers and businesses share with each other, most of the emails and experiences businesses deliver do not use that data.
Customer-centric businesses know the experiences they want to create, but earlier technologies haven’t been able to deal with the scale or real-time nature of information. As a result, businesses have to depend on advertising and other growth channels outside of their control.
Making it possible to store all of a business’ customer data in the same system that delivers experiences to customers, allows new experiments and businesses to get off the ground and existing companies to grow faster in ways they control.