Mike McMaster is Strategic Partner Manager, Datorama, a global marketing analytics company. He presented “The Measurement Journey: Connecting Data to Optimize Performance and Loyalty” during the RampUp Virtual Summit on People-Based Measurement.
Today, marketing has a bigger seat at the executive table than ever before. This year, CMOs spent more on technology globally than CIOs – as was famously predicted by Gartner several years ago. This means more accountability, more potential for impact, and more martech muscle are needed to keep pace with rapid and constant change in the customer journey.
Manage martech complexity with AI
The modern marketer must be highly adaptable with the right martech tools to stay ahead of the competition. In order to save time and make smarter decisions at scale, they increasingly rely on tools like artificial intelligence (AI) and machine learning. Leveraging the benefits of automation allows for faster experimentation and optimization.
For marketing intelligence in particular, AI plays a role in every step of the analytics process. The use of AI in marketing analytics makes it easier to connect and unify disparate data, automate data models for scale, and shrink optimization cycles by automating insights.
If you’re looking for a starting point with AI in marketing, consider the complexities of connecting all of your data across the ever-growing marketing ecosystem of tools and partners – all of which generate data and insights. Companies that embrace technology and AI to face this ongoing challenge are going to be more successful.
So long, Don Draper
When people think about marketing, they think about Mad Men and Madison Avenue. But today, marketing is a job for quants. The amount of data marketers have available to them has grown exponentially in recent years and the task of processing and analyzing all of that data has far surpassed human capabilities. By embracing the use of AI in marketing analytics, marketers can dramatically reduce their time to insight and even get answers to questions they didn’t know to ask. But truly embracing AI means making it a part of every step of your marketing analytics process.
By embracing the use of AI in marketing analytics, marketers can dramatically reduce their time to insight and even get answers to questions they didn’t know to ask.
Consider leveraging AI to not only unify data from disparate sources across the marketing customer journey, but also across regions, channels, campaigns, content, and audiences. From a workflow perspective, the use of AI in marketing campaigns shrinks optimization cycles into hourly and daily windows instead of weeks or months. From a workplace perspective, it lays the foundation for a truly always-on, data-driven culture.
The customer journey is growing more complex and the processes used to connect and analyze marketing data are changing. Bigger budgets and more sophisticated customers mean more marketing technologies and tools within martech stacks. This in turn means more diverse data sources in more formats to integrate. Data and analytics are a mainstay, and marketers must look to new technological breakthroughs to make these processes as fluid and scalable as possible.
Few technological advances complement marketing as well as AI and machine learning. Playing a key role in everything from data integration to insight generation, the use of AI in marketing enables marketers to scale endlessly while never missing an insight.
For more industry insights, listen to Mike’s RampUp Virtual Summit session, “The Measurement Journey: Connecting Data to Optimize Performance and Loyalty.”
Want more? Register for RampUp, the premier conference for leaders in martech!