The following functionalities must be integrated into a capable system to run successful targeted promotions:

1. A cloud-native solution that can be scaled to manage the large data sets at the lowest levels of granularity (think BIG data, such as digital shoppers data, loyalty customer data, demographics data, etc.)
2. An end-to-end promotion process with the customer at the forefront of all decisions. The promotion process must incorporate all areas from planning to forecasting, to effectiveness.
3. Utilize trained ML/AI models. The number of decisions for targeted promotions reaches the trillions. Successful targeting and analysis can only be achieved by leveraging the latest technology and trained ML/AI models.