We’ve had a couple of consulting projects recently that involve real-time decision systems (a.k.a. real time interaction managers), which are used to select the best treatment during a Web visit, telephone call, or other interaction. This type of software has been around for two decades or more and repeatedly proven its value, but still has relatively few implementations.
There are many possible reasons for the slow adoption. Maybe marketers don’t realize how much improvement they get from driving recommendation with predictive models rather than simple rules. Perhaps the decision capabilities built into delivery systems are already adequate. The delivery systems are controlled by Web and call center managers who are not incented to generate revenue and may not be interested in a shared decision engine to coordinate customer treatments. Maybe each of these plays a role.
Still, the interest among our own clients has been enough to spur a fresh look at the vendors in this field. To gather this information systematically, ABG need a framework that lists standard features and options within those features. This makes it easy to isolate critical differences among the products.