A&H services are designed to assist marketers manifest that transition and grow their businesses. Technology has turned the old and new media into ‘now’ media, shifting control entirely to customers. Marketplace dynamics, like social networks and constant connectivity via smartphones is now helping customers access whatever they want, whenever they want. They are no longer relying on companies to tell them what…or why…or when to buy.
CMOs now need to leverage technology and data to get the right message in front of the right customer at the right time and measure the outcomes of their marketing efforts. That is where Data Science comes into play. Changing your game at six different levels at once: Optimize budgets; Focus where it matters; Match strategies to customer; Know what’s working and what’s not; Help strategize and plan ahead; And dive deep into social media data at will.
Taking Personalization A Notch Higher With Machine Learning
So far Marketing Automation was the standard practice to personalize marketing message. Sending right message to the right customer at the right time and channel. But, CMOs and Digital Marketing Executives who are already using marketing automation wonder if this kind of personalization is actually working?
In B2B segments, pre-defined personas work to an extent. But as more data is accumulated and analyzed things tend to blur. It makes one wonder if more personas exist; if more behaviors exist; and if more audience segments exist.
Besides, Marketing Automation is found useful only in middle of the sales funnel, when we have enough individual digital signatures. Machine Learning on the other hand, can help resolve most of these personalization problems across the funnel.
The other exciting part of machine learning is that, CMOs can now identify new segments, personas and behaviors to tailor and design new content and offers for customer in the top of the funnel which market automation finds it difficult to address.