Databricks on Agent Marketing: How to Connect Customer Context to Measurable ROI
Jake LaDuke, Global Media, Entertainment and Advertising GTM Lead at Databricks, proposes that marketing value is shifting from"Exposed currency"Shift towards"Economic forecasting", agents can recommend or execute the next best action based on customer, business, and decision contexts in near real-time, and compare against"What if no action is taken"Measure incremental effect.
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