Data integration and marketing data architects will emerge as new and vital roles in marketing organizations as artificial intelligence and machine learning-based marketing tools analyze data and customer behavior, make recommendations and predictions, and get smarter based on the data and information fed into them.
Visiting SAS gave us a birds-eye view into how we need to view the intersection of technology with traditional marketing metrics and optimization. We peeked through the window of their AI processes and tools. As Matt Brumbaugh, Fifth Third marketer, said, “AI is murky still for us as marketers. What SAS did for me is to crystalize how AI is applied to data modeling and intelligence tools. It gave me a greater appreciation of how AI is being evaluated for its reasonableness and its ability to help marketers discern the underlying drivers of behaviors.”
We are no longer limited by human capabilities, time and resources. While humans still are in the driver’s seat with respect to marketing strategy and creative, machines can analyze, process and deliver personalized content at a massive scale. AI and machine learning make hyper-personalization a reality.