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Transforming marketing with artificial intelligence

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Artificial intelligence (AI) is the technology where marketers expect the most growth over the next two years. The benefits of such growth will be twofold. Firstly, AI offers a means of saving time and becoming more efficient. Marketing insights, automation and execution will allow marketers to drive better business results and spend more time on strategy and creative development. AI offers marketers a way to scale personalisation in their marketing execution without burdening their teams. It also gives marketers new ways to provide value to their customers and build lifetime value models, making them more relevant. These deeper relationships are made possible by enabling marketers to get more real-time insights and to leverage predictive analytics to get a better understanding of their audience. AI gives marketers a richer user understanding, making them smarter and more effective. This paper discusses how marketers can use AI to leverage sophisticated reasoning, understanding and interacting to deepen their customer relationships through more natural and personalised forms of engagement.
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Keywords: AI; artificial intelligence; data; marketing; search engine optimisation

Document Type: Research Article

Publication date: March 1, 2018

More about this publication?
  • Applied Marketing Analytics is the major new professional journal publishing in-depth, peer-reviewed articles on all aspects of marketing analytics. Guided by an expert Editorial Board each quarterly 100-page issue - published both in print and online - features detailed, practical articles written by and for marketing analytics professionals on innovative thinking, strategies, techniques, software and applied research showing how major brands are collecting, interpreting and acting on marketing analytics, both around the world and across varied digital and non-digital marketing channels. Learn how to measure the effectiveness of your marketing initiatives more accurately, how this compares to your competitors, identify gaps in your marketing analytics program and what metrics that support sound marketing decision making - and add to the bottom line.
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