Skip to main content

Top Marketers use Machine Learning & Artificial Intelligence to drive growth


Automation and machine learning technologies are changing the way marketers drive results for their customers and brands. But there’s still a significant gap between those who are just talking about machine learning and those who are taking action. For marketers looking to become leaders in their field, this is an exciting time. It’s a chance to make your mark, get ahead of competitors, and drive real results.



To explore this shifting landscape, we partnered with the Massachusetts Institute of Technology Sloan Management Review (MIT SMR) to conduct a global survey and interview over a dozen executives and academics about their use of automation and machine learning technology and the results they’re seeing.

Do more with your data

Companies with appreciations to use machine learning have more ability to drill-down and see their KPI data in greater detail. This can lead to increased knowledge sharing and transparency, and help teams work together to make smarter, data-driven decisions that achieve corporate-wide goals. In fact, organizations that are incentivized to use machine learning believe they are better than their competitors at making data-driven decisions.

Get a more holistic view of your customers

Business success today relies on your ability to have a current and integrated view of your customers, only then you can develop meaningful relationships with them and deliver long-term brand growth. Our research, found that organizations with appreciations to use machine learning also have KPIs that help them develop an integrated view of their customers. What our research find five years down the road, is that the people who took the early bets in artificial intelligence actually achieve the learning that cannot be copied.

Our findings how there are clear opportunities for marketers to get ahead of the pack. While nearly three-quarters of the survey respondents believe their organizations, current goals would be better achieved with greater investment in machine learning and automation, only half the surveyed organizations have any incentives to make such investments.

Here are a few ways your organization can embrace machine learning and grasp the opportunity.

Make your marketing count

Our research shows that marketing professionals are more than twice as likely as their mainstream counterparts to agree that their organization is already investing in automation and machine learning technologies to drive marketing activities.2 When these marketing activities are linked to business goals, we see a significant upward growth trend.

Stop Reacting and Start Predicting

Organizations with incentives to use machine learning are able to move away from old-fashioned retrospective or reactive KPIs and make smarter decisions with forward-looking and predictive performance goals. That’s because with machine learning technology, KPIs no longer have to be analytic outputs, but rather data inputs that help train algorithms to anticipate opportunities for growth. People can’t tell you what they might want next, so we take cues from past actions to predict future intentions.

Sources:
Google/MIT SMR, Global, Future of Marketing/KPI Survey 2018, n=3200, manager level or higher, 2018.
Google/MIT SMR, Global, Future of Marketing/KPI Survey 2018, n=3200, manager level or higher, KPI index (grouped based on 20/60/20 split) challenged n=645, capable n=1928, leaders n=652, Marketer leaders are defined according to several attributes, including how well aligned their KPIs are to their business outcomes, 2018.
Google/MIT SMR, Global, Future of Marketing/KPI Survey 2018, n=1468, manager level or higher vs n=1468 that do not use machine learning, 2018.



Labels:

Comments

Post a Comment

Popular posts from this blog

Achieve the goal with automated marketing

As a business, you know how hard it is to keep up with customers today. People have become research obsessed for most purchases and expect brands to assist them in a personally relevant way at every stage of their purchase journey.   Machine learning is one automation tool that can boost your efforts to meet people’s high expectations. Machine learning can help to create automated marketing campaigns, at scale, that place the right message in front of the right customer at the right time at the right price, delighting people and delivering the business results marketers want. We talked  with top brands decision makers who have adopted machine learning to improve their marketing, we’ve found that the top-performing brands are applying these below rules and asking themselves these questions to achieve goal with automated marketing: Optimize your campaigns for growth : Machine learning is only as good as what you ask it to optimize. Top perfor...
Post a Comment
Read more

Are Your Digital Ads Engaging With Audience

Spends on digital advertising continues to rise, and is forecast to top $203bn in 2018. Yet despite continuing growth, marketers from the most valuable global brand lose confidence in digital advertising’s ability when they are not able to create a seamless, personalized experience, in the decisive moments that matter between people, brands and industry . In today's marketing world most people feel they are being bombarded with increasingly intrusive messages. And while that criticism is aimed at advertising as a whole, the consent is that poorly executed digital advertising is propulsive the trend. How can digital marketers ensure that their campaigns run smoothly across all the channels and platforms of their choice, without alienating people along the way? A new approach to audience targeting This article help business to better understand how people’s online behavior affects their attitude towards digital advertising. The results are instructive: they demonstrate ho...
1 comment
Read more

How Market Research help you to maximize ROI for your business

ROI : ROI stands for (Return on Investment) so what type of return you are seeking from your business, there are different ways to improve your ROI. Your returns can be measured as per your business needs it may be increased profits, intangible benefits such as improved operating efficiencies or increase brand awareness. Firstly, you should define your goals and settings as many quantifiable benchmarks as possible will help you to increase your payback on the different initiatives you take to improve your company. Define “Return”: The first step in improving your return on an investment is to clearly define the potential return you might get from your investment. These may be increased revenues, profits, reduced overhead, higher employee retention, increased brand preference or fewer government regulations, better customer satisfaction. If possible, set multiple benchmarks to measure your goals. For example, instead of setting a goal for whole you should measure during a specifi...
Post a Comment
Read more