Modern marketing professionals understand the need to have a comprehensive and insightful understanding of their audience. Today's AI platforms enable marketers and organisations to develop rich customer insights from a range of data sources which can help deepen customer connection, develop authentic engagement and drive more conversions.
AI can be used for:
Marketing automation: This is the use of AI for tasks such as lead generation, lead scoring, and customer retention. It helps marketers identify potential customers and engage with them when they are most likely to be responsive to your marketing message.
Personalisation: An AI technology will create a profile of the customer based on the data collected from their purchase history. Marketers can then promote targeted advertising, offers and new products that will match their tastes. Targeted marketing developed from customer data helps improve engagement, conversion and ultimately marketing ROI.
Forecasting: AI is being used as a tool for predictive analytics and forecasting. Predictive analytics uses data from past customer interactions to predict what actions they may be likely to take next. When applied to larger audience segments and scaled it can also be used to forecast business metrics such as revenue outcomes.