In Episode 4 of Season 2 on Driven by Data: The Podcast, Kyle Winterbottom is joined by Rob Walker, Vice President of Decision Management & Analytics at Pegasystems, where they discuss the value of 1:1 customer engagement and how organisations are executing it, which includes:

• His journey with entrepreneurship and selling his business
• How they coined the term next best action
• The transformation to the 1:1 space
• Why the returns are amazing
• Why the current model of segments and/or averages isn’t working
• The link between trust, interaction and relevance
• Identifying the best thing to talk about with your customer right now
• Why the messaging can’t always be “sales”
• How personalizing 1:1 can increase conversion rate by 3-5x
• How organisations are making hundreds of real-time predictions within each interaction to predict next best action
• The importance of getting things into production
• Why attempting to perfect the data can come at huge expense in terms of revenue/profits
• Why trust in AI has led to the breakthrough of any organisations doing this
• Why you need to start the conversation with ROI
• Why 1:1 engagement makes ROI at a domain level unpredictable but very predictable at an enterprise level
• The change required to move away from pure sales messaging
• The role of responsibility in AI: transparency, fairness, robustness & empathy