AI in marketing: More analysis, not analytics

AI in marketing: More analysis, not analytics
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The challenges marketers face overcoming the hyperbole and mysticism that surrounds machine learning and AI The marketing industry is abuzz with talk of how marketing applications of machine learning and AI will make us more effective and change the way we do our marketing. The problem is that while we’re all keen to embrace innovation and get a competitive edge (which machine learning most definitely provides), for many of us it sounds inaccessible and beyond our typical marketing capability. However, within the next five years, we believe machine learning will become an everyday skill that marketers will be expected to possess, built into our software and processes as standard. The challenge for marketers today is in overcoming the hyperbole and mysticism that surrounds machine learning and AI, to understand what it might mean to them. It helps to first look at one of the main issues we marketers face – data. Too much of it and in too many places. I could easily provide you with lots of stats here, such as how IBM says…etc. I find it simpler to examine the data I generate personally. At this very moment, my phone is in my pocket, creating data about my location and movement. My iWatch is on my wrist taking my heartbeat and tracking how active I am. My laptop and its applications are tracking my behaviours and the things I do (and don’t like to do). Each one of these activities is creating another row of data in […]

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