Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Artificial intelligence has been stirring spirits among analysts, journalists and great minds for quite some time. It is one of major concerns for all those who are worried that robots will replace them in workplaces. And according to CBInsights these concerns are justified, because artificial intelligence could take over 10 million jobs in the next five to ten years. Gareth Davies, founder and CEO of Adbrain, offers a number of tangible examples of how artificial intelligence will influence the daily work in marketing industry.
Data analysis for the masses
Data analysis and processing is becoming far less laborious, and much more effective. In the past, brands and agencies have needed to employ teams of data analysts, whose job was to build segments based on observed patterns in first-party data, and often merge second- and third-party data. Building segments is time-consuming, error-prone, with segments often out of date by the time they’ve been created.
Thanks to open-source machine-learning libraries and developer tools for data scientists, along with the cloud computing infrastructure that supports AI and machine learning (think Amazon AWS plus Apache Spark, or Google Cloud’s Machine Learning Engine and Microsoft’s Azure Machine Learning Studio) data science is becoming democratised. This means data scientists spend less time piping and cleaning data, and more time solving meaningful problems with data.
Understand customer behaviour
Machine learning is increasingly helping marketers to understand and anticipate human behaviour, delivering value for the customer at the moment they want it. That said, there’s still a lot of guesswork and manual data processing involved in delivering personalised marketing campaigns.
When marketing campaigns are augmented with artificial intelligence, however, they are capable of much more. For example, a campaign can analyse whether a customer had responded well to a particular piece of creative, and determine the correct creative to show on the next engagement. Or a customer who had visited your bricks and mortar store recently might be shown creative related to the product they picked in-store using geotargeting technology. Mapping customer identity with machine learning will enable marketers to be much more precise and personalised with their marketing efforts.
Improve customer experience
Artificial intelligence is already having a significant impact on customer experience. From Google Assistant, to Amazon’s Alexa, and Apple’s Siri, digital assistants have become a big part of our lives. That’s only going to increase.
Marketers are particularly well-positioned to understand and anticipate how consumers are interacting with machines. Critical questions must be asked, such as how are these new technologies shaping consumer behaviour, and how does this impact my brand-awareness or experience? What is the role of search and product discovery when voice is the primary internet access point? What role should automated chat-bots or digital assistants play in the traditional marketing funnel and how do we solve for this new paradigm? Where are consumers in the technology adoption curve, and how do I optimise to get the timing right?
Anytime there’s an opportunity to anticipate a customer need – from helping order movie tickets, to providing the answer to frequent customer service questions – there’s a chance to put AI to work.
Marketers today can harness AI to improve data processing, map the customer journey, optimise customer offers and improve the overall customer experience. One way to do this is to reach outside of the marketing organisation into data science and the supporting engineering and product groups of your business, as well as trusted technology partners and advisors.