The objective is to optimize marketing decision-making through a Unified Marketing Platform (UMP) powered by a robust marketing data lake and robust ML models.

Key challenges UMP can address:

• Fragmented view of customer and marketing data across legacy systems
• Inefficient data models result in a high reliance on the IT/technical team.
• Lack of customer/marketing insights to drive key investment decisions
• The scope of the data consumption layer is limited.

How do we address challenges?

• The acceleration layer uses 15+ accelerators to develop one analytics workbench for customer science, insights, and measurement, C-journeys, etc.
• Multiple data consumption layers are available for multiple personas, including built-in dashboards, an ad-hoc query simulator, etc.
• Put the customer at the center of every decision with robust AI/ML analytics and visualizations.
• Integration of marketing, finance, and planning to enable faster decision-making