{"id":50638,"date":"2020-01-08T18:36:00","date_gmt":"2022-10-18T18:36:27","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=50638"},"modified":"2022-11-01T20:52:13","modified_gmt":"2022-11-02T03:52:13","slug":"3-ways-ai-can-bring-companies-and-customers-together","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/3-ways-ai-can-bring-companies-and-customers-together\/","title":{"rendered":"3 Ways AI Can Bring Companies And Customers Together"},"content":{"rendered":"\n

We\u2019ve all heard the phrase \u2018big data\u2019, but when you see the numbers it\u2019s clear that \u2018big\u2019 doesn\u2019t really cut it. More than 188 million emails sent, 55,140 photos posted on Instagram and nearly 10,000 Uber rides taken. In 2019? No. In every minute<\/a> of 2019. And each of those is a data source. So where does this leave the marketers who depend on data to create effective campaigns?<\/p>\n\n\n\n

The \u2018single view of the customer\u2019 is the holy grail of marketing. And it finally seems within reach, given that customers are more willing than ever to exchange their data and their dollars for the best in customer experience (CX). Big data surely holds the key to providing the ultimate in personalised, connected CX<\/a>. <\/p>\n\n\n\n

But the sheer magnitude of the data available presents complication, and the speed at which in must be processed is staggering. Traditional, manual data mining and analysis is simply not up to the task.<\/p>\n\n\n\n

In AI, however, big data meets its match. With its powerful models and algorithms, AI can help marketers and organisations of all sizes make sense of the petabytes upon petabytes of data they are now dealing with. And with entire sectors of business dedicated to capturing, storing and leveraging all this data, marketers can now choose from a plethora of vendors to help build data-driven strategies and tactics.<\/p>\n\n\n\n

Here are three ways AI helps marketers build a single view of the customer.<\/p>\n\n\n\n

1. Identity resolution powered by AI<\/h2>\n\n\n\n

It\u2019s a well-worn refrain, but one worth remembering: marketers must first understand their audience before they can start a meaningful conversation \u2014 and that means the person, not their devices. After all, the 360-degree view applies to the person.<\/p>\n\n\n\n

While conceptually determining a customer\u2019s identity is as easy as matching two data points together (e.g. email address, phone number, loyalty ID), things get more challenging as consumers now interact with a brand in more channels than ever before. Add to that complexity the fact that nearly two-thirds of customers will use more than one device to complete a single transaction<\/a> and the challenge looks positively daunting. <\/p>\n\n\n\n

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Fortunately, AI doesn\u2019t get daunted. Its powerful algorithms can recognise patterns even when personally identifiable information (PPI) is not available for a direct, deterministic match \u2013 that is, a 100% accurate match. This probabilistic identity matching, or \u2018fuzzy matching\u2019, allows marketers to reach further and personalise more successfully.<\/p>\n\n\n\n

For example, an individual who has been browsing similar websites and content, from the same IP location, but on different devices, like a phone and a tablet, would normally receive a stock version of a marketing message for each device since their profile is separated. <\/p>\n\n\n\n

AI, however, can link the individual\u2019s identity on both devices with a high degree of confidence, which means the customer \u2013 not simply their behaviour when using their tablet or phone \u2013 remains the focus of a message that can be personalised <\/a>no matter where they are browsing.<\/p>\n\n\n\n

If you are considering how best to resolve identity \u2013 deterministically or probabilistically \u2013 think about the following:<\/p>\n\n\n\n