I was recently asked what I thought Campaign Management software would be like in 2020. My quick (and somewhat flip) answer is to bemoan the seemingly slow pace at which marketing software has evolved to date. After all, as scary as it may be, 2020 is only 11 years away!
What were you doing 11 years ago? I was working on a project with Eddie Bauer to build a big marketing data warehouse and implement software to explore and mine customer data. Our business objectives? Better understand and drive cross-channel behavior, increase the effectiveness of EB's catalog marketing efforts, and increase the synergy between the direct (catalog) and and retail channels. Fast forward to today, I continue to see lots of projects that sound very much like that one.

