When it comes to new marketing technology obsessions, it’s easy to see why the likes of artificial intelligence (AI), cognitive computing and machine learning generate such hype1. These evocative-sounding technologies conjure images of a brave new world where marketers can sit back, relax and let the machine do real-time, personalized, one-to-one marketing with effortless ease.
'Intelligent' Tech Needs Trustworthy Data
Few of the articles about those technologies ever seem to focus on the need for accurate, clean and trustworthy data to fuel such awesome capabilities. As close as we feel we are to some revolutionary future of AI-based marketing, many brands still do not even have access to their customer data, let alone the people or tools necessary to manipulate it in the way some forecasts have envisioned.
The data is the boring bit, though, so it doesn’t stop people from lusting after the promised advances, or wondering how the technologies could work for them.
Predictive analytics and machine learning are used for many things, and have been for some time. Meteorologists use those technologies to forecast the weather. Insurance companies use them to detect fraudulent activity and for underwriting. Email providers use them to power their spam filters. (Read More...)