There are improved models for segmenting customers, predicting next best actions etc. It's also a lot easier to run them now (e.g. handling terabytes of data i

There are improved models for segmenting customers, predicting next best actions etc. It's also a lot easier to run them now (e.g. handling terabytes of data isn't difficult, petabytes is increasingly common) So it's improved a bit but not much more. The people selling this stuff are marketeers selling to other marketeers, so the sales pitches are getting better and better for sure.