Digital intelligence is a holistic approach to optimizing customer engagements using insights from customer data and digital interactions. While many digital analytics approaches can deliver value, taking a truly integrated approach to data and analytics practices and technologies can lead to greater results, such as growing sales by connecting customer data across siloed product lines. America’s Test Kitchen has shown a material lift in results from prospect-nurturing test campaigns that use newly stitched-together customer data. The new customer models provide a holistic view by pulling customer data from three formerly siloed product lines. Building a business case for investment on expected revenue increase from cross-sales can help justify the investment in digital intelligence.
