Users need an easier way to proof marketing journeys, especially when delays and different treatments based on customer actions make it impractical to see what past audiences would have experienced. AI could be used to predict paths and ensure everything is set up correctly.
I'm fed up with marketing automation platforms that only seem to be releasing AI features. Especially as so many of them are generic rubbish that won't be any better at predictions than a Michael Fish weather forecast. How about we get things we actually want? Here are my 3 starters: 1️⃣ Journey Proofing This one annoys me. To proof a journey you can't easily playback what past audiences would have seen. The delays you add in journeys, and different treatment based upon actions customers take make this impractical. Actually, if you are going to use AI this is a prime example of where it could predict the paths to make sure you have setup everything correctly. 2️⃣ Reporting by Segment I know you can do this in most modern systems - but it's flawed. Lets take a scenario of showing how our recent promotion broke down based upon various RFM scores. The problem is these segment reports are based upon live data. If the customer was lapsed but placed an order as a result of the campaign they'll show as active. Now we either have to do a load of manual work to calculate this or create a whole new reporting infrastructure or know in advance what reporting breakdown I'll need. 3️⃣ Campaign Orchestration Basic frequency rules just don't work if the first email sent wins. My exclusion rules on journeys based upon other journeys they could be in map out like a bowl of spaghetti and are a maintenance nightmare. We've built things to manage this like Decision Tables but we seem to have tools in platforms to control this that haven't advanced in the last 20 years. And no - I don't always want AI to predict what goes when! I'm no luddite. Our Reignite platform has AI features but it's about time common headaches were solved rather than obsessing over joining a pointless AI features race that don't help customers solve REAL problems, not ones invented to fit the marketing press release. What else am I missing here?