In 2016, email continues to outperform other digital channels and further cement its reputation as the most effective channel for driving revenue. For many enterprise marketers, email is the cornerstone of their outbound digital marketing efforts and is increasingly the source of critical behavioral and response data to inform ongoing campaign optimizations across channels. As these waves of additional data become available to marketers, however, making good use of it becomes a challenge and often requires incremental investment to separate signal from noise. Sophisticated marketers who build effective clustering models that inform segmentation, propensity models that drive predictions, and collaborative ﬁltering models that drive recommendations are realizing gains on their investments today and will be better prepared to meet the increasingly demanding needs of modern consumers.
Published in 2016. Paper Length 14 pages, 7 graphics 4102 words.