You can’t see it, but it is there – quietly optimizing each consumer interaction to achieve the optimal outcome. Invisible as it is, Analytics has moved from a back-office targeting function to a front office, real-time optimization function chartered with aligning consumer and brand interests to drive conversion.

No longer are statisticians building models solely to select a list for promotion. Today they are thinking about how to engage each person in the optimal way to drive conversion. What is the right message, offer, price-point, creative, language, for any given person based on their location, history and behavior, competing offers, and the channel of engagement.

At cf(x), we recognize each interaction creates thousands of possible ways to engage each consumer and a decision has to be made in fractions of seconds. The speed to insight required to win demands that math take over while considering key strategies, objectives and ROI parameters.

Today, reach is a given. Speed to insight and action is the differentiator.