Marketing has become increasingly data-driven over the last 20 years. The biggest challenge is not anymore the data itself but rather how to transform this data into useful insights, to be used to engage with potential customers and support strategic decision making.
Solutions, that leverage AI in the form of machine learning are sophisticated, but also able to transform immense amounts of data into valuable and even strategic assets, beyond the level a human can do. This way solutions can deliver extremely accurate predictions and can even recognize patterns about customer behavior to the level of individual customers.
Technology is being developed to support our daily routines, solve problems, and scale our efforts, support decision making. We should not be afraid of progress but rather embrace it. Solutions are becoming only more powerful and marketing needs to think about what its usage means for their organizations and what they can accomplish with its support.