This whitepaper shifts marketing away from broad segmentation toward signal-driven engagement based on explicit and latent intent indicators. It explains how AI and language models detect behavioral triggers across structured and unstructured data, including call transcripts, emails, and social interactions. Pages 4–6 highlight how signal detection improves personalization, increases engagement, and reduces irrelevant outreach. Examples by industry show common signals such as churn risk, travel disruption, and health adherence. The document outlines how Teradata’s customer intelligence framework activates signals across campaigns, journeys, and real-time decisioning systems.

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