Retailers and brands are inundated with data from many different sources – how do they ensure big data becomes smart data? Stephanie Augier discusses the challenges and the benefits and uses a case study to illustrate points made.
How can brands share their messages across a large number of different publishers to increase the diversity, reach and effectiveness of their campaigns? Therein lies the potential of programmatic advertising and why automated marketing has grown exponentially in recent years, as brands leverage data analytics and programmatic processes to reach the right customers.
A study has found that almost a quarter of consumers have submitted bogus personal details – fake data – in order to access information online anonymously. Which means marketers’ databases could be wildly inaccurate and organisations are wasting resources targeting people or places that actually don’t exist. It’s a situation that will only worsen when the new GDPR comes into force next May. So, what’s the solution?
Can artificial intelligence – AI – reveal patterns in data that would otherwise elude us? The ability to predict consumer choice has become more fundamental than ever to business success, with artificial intelligence now a buzzword in the world of marketing. But how do you best use AI to answer complex marketing questions and how can you apply it to gain the best possible insight?