April 201719 Any organization looking to remain competitive in today's high-tech digital world must constantly innovate and pilot new technologies and, most importantly, listen to consumers and the market for indicators of change. The basic commercial landscape is rapidly shifting towards automated processes and data-backed decision making, and marketing is no different.Automation and personalization are now key elements for engaging and communicating with consumers. All marketing efforts rely in some part on the ability to personalize the consumer journey and create incredible and memorable experiences that keep customers coming back again and again.AI MARKETING, BIG DATA, AND MACHINE LEARNINGToday, it's big data, machine learning, and artificial intelligence (AI) that have taken the spotlight as the new tools of highly effective marketing teams. The results are highly personalized, real-time consumer `experiences' that are significantly lower in cost than traditional high-expenditure campaigns.With these tools, every single interaction a prospect or consumer has with a product, whether through a website, email, or social interaction, is tracked and recorded for future optimization. Machine learning algorithms can collect this data in real time, and immediately personalize experiences unique to each visitor, eliminating the need for static profiles based on outdated or grouped data sets.With this newfound wealth of data, and efficient processes in place, marketing teams can focus on identifying strategies to effectively use this technology to optimize operations and output. Without a well-planned strategy, machine learning can simply become a cog inside a big machine, and AI can become just another wasted expenditure instead of a highly advanced resource. This is not the time or place to jump into processes without considering goals, so marketers need to take the time to contemplate the ideal outcomes and plan accordingly.Below are three main implications of big data, machine learning, and AI marketing:DETAILED CONSUMER PROFILESThe highly personalized data available from machine learning and AI can help feed consumer profiles. Better knowledge of customer and prospect audiences means CXO InsightsBY BEN GLYNN, MANAGING DIRECTOR, SINGAPORE, EMARSYSTHE IMPLICATIONS OF BIG DATA, MACHINE LEARNING, AND AI ON MARKETING AUTOMATIONBen Glynn
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