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Over the past few years, data has outpaced our ability to use it. But Artificial Intelligence (AI) enables advertisers to sift through the data and turn it into actionable insights. Take a minute to learn more about how AI is transforming the way we connect with consumers.
(Marketing in a Minute Transcription)
Loyal customers expect a lot from the brands they support. A true individualized experience is the mindset of consumers today. With data being the very core of individualization, we need to pay close attention to it.
Over the past few years, data has outpaced our ability to use it. But AI enables advertisers to sift through the data and turn it into actionable insights.
In the past, RFM segmentation was used to personalize content and offers, but that could only support 1: Many personalization.
Then, survey data and stated intent, improved the ability for 1:1 marketing but there is a difference between what people say and what they do.
Today, machine learning is used to make the best decision about which experience to show each person at the one-to-one level, dynamically present that experience and select the best channel across which to provide that experience, based on the individual’s previous interactions with the brand.
Technology will take over as the means to leverage preferences and intent for individualization in the future. The best consumer experiences quickly become the minimally acceptable experience. There's no turning back.
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