Marketing is undergoing dramatic change, driven by shifts in technology and the availability of digital data. Among the most significant changes is the heightened ability for marketers to discern what customers and potential buyers care about and then act on that information.
Marketers today are watching as buyers leave digital tracks – the web pages they view, buttons they press on mobile devices, comments they leave on Facebook or Twitter. By observing how consumers act, marketers can learn what buyers care about and what is important to them.
By aggregating this digital data, and applying the right algorithms, marketers can recommend products, deliver interesting offers, and create personalization to segments of one rather than to batches of thousands.
Machine learning is well-suited to this type of data aggregation, analysis, and recommendation. To learn more about the role of artificial intelligence in marketing, I spoke with two