A common flaw of large-scale projects across most organizations is that they tend to be run in silos and interdependencies are either not recognized, or worse, blatantly ignored as one project does not want to be delayed or influenced by the requirements of another. This phenomenon is multiplied due to the number of departments working on simultaneous projects.
When the Paid Services division of AOL identified an opportunity to improve their optimization and personalization capabilities they began to implement a real-time marketing solution on their customer portal, call center and e-mail channels. Listen Tom Wyland of AOL Paid Services speak at the Direct Marketing News 2014 Marketing&Tech Partnership Summit about the steps his team took to turn a potential pitfall into a data platform that can be leveraged across all of AOL.
