Why Do Businesses Have Sophisticated Models For Media Investment But Rely On Spreadsheets For Far Bigger Customer Decisions?
Media optimisation has become an established analytical discipline. Customer management, with its much broader commercial scope and complex interactions, has not. Now that businesses have invested heavily in customer data infrastructure, why aren’t they building the models to make better decisions?
Digital Customer Twins Have Nothing To Do With Agents
There is a growing tendency to attach the word agent to almost anything involving AI. Digital Customer Twins are beginning to suffer the same fate. A customer twin is often described as an AI agent representing a customer. It is not. Give it a persona, some purchase history and perhaps a demographic profile. Ask it what it thinks about a new proposition. Let thousands of these agents talk to one another. Aggregate their answers. You have something interesting. But you do not have a Digital Customer Twin. The distinction matters because the purpose of a Digital Customer Twin is not to imitate a customer. It is to model how customer behaviour changes when the business changes something. That is a very different problem.