Know Before You Spend: The New Era of Predictive Marketing

Marketing teams have spent the last decade investing in customer data, analytics and AI. Yet one challenge remains: marketers are still expected to commit budget, forecast pipeline and justify investment decisions before they know what results a campaign will deliver. The next evolution of marketing is about turning customer data into prediction.

Join guest speaker Tapan Patel, Research Director at IDC, and Joe Pulickal, Director of Product Management at Uniphore, for a discussion on why traditional approaches to forecasting and campaign planning are falling short, and what leading organizations are doing differently. You’ll hear IDC’s perspective on the evolution of customer intelligence, the growing shift from segment-based planning to customer-level prediction, and how AI is helping marketers make more confident decisions before budget is committed.

You’ll also see how Marketing AI helps marketers evaluate campaign scenarios, understand likely outcomes before launch, and continuously improve performance over time.

Whether you’re responsible for marketing strategy, campaign execution, customer data or AI transformation, you’ll leave with a practical understanding of what separates predictive marketing from traditional analytics and how organizations can begin closing the gap between marketing forecasts and actual results.

What you’ll learn:

• How agentic AI helps contact centers reduce cost-to-serve while improving CSAT, AHT, and first contact resolution
• How leading organizations are using AI to close the loop between agent productivity, customer satisfaction, and operational excellence
• A practical roadmap for adopting AI quickly and responsibly, achieving measurable ROI in weeks, not quarters