Tag: Artificial Intelligence

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Data Management Global Insight Strategy and Management

Tomorrow’s world today – privacy & technology: the ethics debate

privacy & technology, role data marketing

First, computer cookies as data collectors and now AI, bots and myriad automation – they are all bringing a level of ease and convenience to our lives as consumers; offering targeted ads, using our locations and preferences for relevance, saving us our valuable time. But they also offer unease and concern . . . followers or stalkers, assistants or snoopers? Just how far can technology – and brands and even governments – go when it comes to gathering and using data? It’s all about ethics, says Steven van Belleghem, delving into the great privacy & technology debate.

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Americas Global Insight Strategy and Management USA

The macro and the micro – comparing marketing predictions from a major analyst with practitioners’ plans

comparing marketing predictions, ideal customer journey, maximum basket revenue Marketing strategy article

Are marketers equipped and resourced to deal with major challenges ahead? How will the marketing landscape pan out this year? What’s at the top of a marketer’s wishlist for 2018? What did they get right last year and can build on in the months ahead? Robert Howells checks out the major annual research report from Winterberry (hindsight and predictions) and compares it with comments from Marketo’s community of marketing practitioners. Here’s what he found:

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CRM Data Driven Channels Global Insight

Sales, marketing and blurring the lines: 4 predictions for B2B customer relationships in 2018

In this digital age, modern buyers have often already made their decision before they reach the salesperson. How do companies stay ahead of that trend? Marketers will need to be more involved post-sale, AI-powered solutions must gain traction, marketing content should improve and the traditional B2B salesperson must change, says Andy MacMillan – citing this year as the tipping point in the digitisation of B2B customer relationships.

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Data Innovation Global Insight

Business experts share top insider tips for start-up success in 2018

start-up success, design team start-up article

If you are thinking of starting up on your own, here’s the advice you need for start-up success. Four sages – their fingers firmly on the pulse of the business world – share with us their thoughts on key things to bear in mind in order to successfully build and grow a business this year.

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CRM Data Driven Channels Global Insight

Loyalty beyond limits: why incentivising customer behaviour is vital

data gathering, incentivising customer behaviour

Technology is only valuable if you combine knowledge of what you want it to achieve with the ability to interpret what it tells you. So says William Roberts, discussing whether CMOs aiming to bridge the Digital Divide should be optimising data and incentivising customer behaviour by aligning customer understanding with tech strategy.

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Belgium Case Studies Europe Global Netherlands Strategy and Management UK

Online shop expertise shows how marketing could look ‘the day after tomorrow’

online shopping case study , gift shopping online, customer reward

The way we were, as consumers, has changed beyond recognition – ask your gran about the tiny corner shop, or half-day closing! Now, we have e-commerce and the ability to buy anything, anytime we like. But how about tomorrow’s world – and how will marketers and e-retailers cope with the ever-increasing demands of the savvy e-shopper? In this interview by Steven van Belleghem, an expert practitioner shares his online shop expertise and view of the future:

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Artificial Intelligence Data Innovation Global Insight

The predictive marketer: winning the battle for the ‘single customer view’

data technology, predictive marketer

With brand loyalty and customer attention more scarce than ever, Joel Christie reassures marketers scrambling to gain a competitive advantage, saying accuracy, insights and near-infinite numbers of new consumers are all within reach. If you are struggling to interpret reams of data to achieve personalisation, there’s a key to creating the single customer view – AI and the predictive marketer.

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Data Strategy Europe Global Insight UK

Get smarter data insight: combine depth of direct with digital dynamism

Data engagement science, smarter data insight

Dubbed ‘Direct Marketing 4.0’ and ‘Data Directed Marketing’, smarter data insight is achievable if you follow that modern approach, says Phil Andrews. Here, he describes the process required to take advantage of real-time digital markets; combining the depth and rigour of direct marketing with the reach, personalisation and real-time dynamic approach of digital.

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Artificial Intelligence Data Innovation Global Insight

Five big artificial intelligence ideas for marketing

artificial intelligence ideas

Marketing has come a long way since the scattergun approach. Customer-centricity has driven the need for polished personalisation and technology is empowering ‘laser-guided marketing’. Doron Youngerwood discusses this concept and offers some artificial intelligence ideas and tips to guide marketing ‘artists’ into becoming marketing ‘scientists’.

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Data Driven Channels Global Insight

Put​ ​context​ ​at​ ​the​ ​heart​ ​of​ ​social​ ​media​ ​sentiment​ ​analysis

sentiment analysis

Customers post good and bad opinions of products and services – and they also share witty and sarcastic opinions. All of which have been notoriously difficult for brands to measure. Sentiment​ ​analysis​ ​in​ ​the​ ​social​ ​listening​ ​world​ ​has​ ​not​ ​enjoyed​ ​the​ ​best​ ​of​ ​reputations as a ​lack​ ​of​ ​any​ ​advanced​ ​technology​ ​has​ ​meant​ ​that​ ​accurate​ ​results​ have​ ​depended​ ​on a​ ​process​ ​of​ ​repetitive,​ ​tedious​ ​and​ ​time​-consuming​ ​manual​ ​tagging​ ​of​ ​documents.​ ​As​ ​a result,​ ​many​ ​brands​ ​tend​ ​to​ ​sideline​ ​sentiment​ ​indicators​ ​in​ ​their​ ​reporting.​ ​Now​ ​all​ ​that is​ ​set​ ​to​ ​change, says Richard Sunley. Machines have been learning how to fathom irony . . .

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