NEWS



 

Why marketers need to be obsessed with AI and machine learning in 2020 – and what can be done

As we edge ever closer towards the beginning of a new year, the next 12 months are set to provide an extraordinarily challenging time for marketers – but it’s certainly not ‘doom and gloom’ by any means. Not only will they be expected to seamlessly tackle the increasing volatility, data regulation and apathy towards traditional marketing methods, but they must do it all alongside having a clear, robust and...forward-thinking strategy, in order to thrive. At the heart of such a strategy – and any business' plans – needs to be a serious commitment to data and digital via machine learning (ML) and artificial intelligence (AI). ML and AI can already provide organisations with extraordinary insight into their competitive landscape, current performance and resource allocation. And, in turn, marketers can leverage these insights – along with many others – to radically improve performance.

 

NetBase: On using social listening and influencer marketing to ‘get more with less’ for campaigns

When the concept of social listening platforms first came about, it was that rarest of things in martech: a ‘solution’ which actually solved people’s problems. As data created on the social web reached ever-increasing levels, this made sense – but what’s more, being able to take this data and create insights from it was the real jam in the sandwich. ohn Tyrrell (left), senior vice president EMEA at social listening and influencer marketing platform NetBase, shares a good example of how these extra insights can be found – and how NetBase could find it more readily than competitors. One client had recently acquired a home storage product and wanted to find out how its customers were using it. Market research and surveys found common ground in the usual methods, such as using it to fold clothes and save space.

 

MuleSoft notes how the ‘coherence economy’ can salvage disconnected customer experiences

It is the mantra of all marketing professionals and the reason they get up and go to work each day: to build the greatest customer journeys they can. This is naturally easier said than done; depending on where your organisation is on its path you may have to knock down a series of silos before you can embark on the path of building seamless customer experiences. Yet a new report argues this process is going slower than many organisations would want. The study is from application network platform provider MuleSoft, who argue that ‘organisations must deliver the connected experiences consumers expect or risk losing their loyalty and business.’ The research, which polled more than 9,000 consumers across seven countries, found more than four in five (82%) respondents had seen a disconnected experience across either banking, insurance, retail, healthcare, or the public sector.

 

How to build the best martech stack for data-driven marketing: A guide

20 years ago, when Salesforce launched its SaaS CRM platform, times were simpler. The majority of customer relationships were managed by a single sales team who manually added their (copious) customer notes to the CRM. We’ve since evolved to a multi-channel world, where customers engage with brands across everything from mobile to social media. The sales team’s input into a CRM platform no longer captures the whole customer relationship and doesn’t give marketers what they need to deliver a tailored, thoughtful experience. Even so, marketers have done what they can with CRM as their data foundation, patching tools together to manage the customer experience - but this has inadvertently created a tangle of data integrations that now make it harder to add and remove tools and adjust the marketing stack as needed.

 

Marketing dashboards matter: Why marketers must go beyond traditional BI tools

Data is the currency of the modern marketer. The ability to analyse and leverage data from a wide number of sources is crucial when reviewing revenue generation and other key performance indicators tied to greater business goals. With an increasing number of data sources – think social, search, email, events, SMS campaigns and more – and greater demand for interconnectivity, how can marketers best approach data analysis and create the most value beyond the marketing department? One could make the argument that business intelligence (BI) tools check all the data boxes. They’re effectively designed to retrieve, analyse, transform and report data that measures an organisation’s goals and campaigns, and there will continue to be a place for BI tools in the marketing technology stack. Yet, BI tools can also fall short of modern marketing demands; they lack harmonisation, they are expensive and they eat up resources.


 EVENTS



 

The Sixth IEEE International Conference on Big Data Computing Service and Machine Learning Applications

As computing systems become increasingly larger, more complex, distributed, and integrated, Big Data technologies and services are ever more vital. IEEE BigDataService 2020 provides an internationally leading forum for researchers and practitioners in academia and industry to exchange innovative ideas and share latest results, experiences and lessons learned. The conference covers topics such as big data analytics & machine learning, integrated & distributed systems, service-oriented solutions to big data challenges, big data platforms & technologies, big data foundations/theory.
Apr. 13 - 16, 2020, Keble College, Oxford, United Kingdom

 

36th IEEE International Conference on Data Engineering

Research issues in designing, building, managing, and evaluating advanced data-intensive systems and applications. It is a leading forum for researchers, practitioners, developers, and users to explore cutting-edge ideas and to exchange techniques, tools, and experiences.
Apr. 20 - 24, 2020, Dallas, Texas, USA

 

2020 10th International Conference on Advanced Computer Information Technologies (ACIT)

providing podium for scientists to present the results of their researches and scientific results in the field of advanced computer information technologies; - motivation for scientific activity; - exchange of advanced ideas and research results; - development of creativity in scientific activity.May. 13 - 15, 2020, Deggendorf, Germany