There are numerous ways that businesses can take advantage of machine learning to effect a far more effective marketing program; and do so at a significantly lower cost.  The benefits of an AI-powered system are quantifiable (number of sales) and/or qualitative (user satisfaction).  Here, let’s take a look at how AI technology enables online businesses to make better decisions faster, and thus generate more revenue without having to increase their budget.

AI tools are ideal for using consumer data for personalization.  A “smart” system is better equipped to micro-target campaigns by elucidating consumer behavioral trends; and tailoring each deployment accordingly.  Such augmented capacity enables companies to conduct tactical data analysis faster than human counterparts; then customize solicitations as needed.

By supercharging marketing analysis, AI-based systems can extract the most valuable insights from massive datasets and act on them in real time.  The key is to make the most of all available data using predictive analytics, which leverages the power of artificial intelligence to create models and predict future behavior.  Systems equipped with machine learning help marketing teams understand the types of products a consumer will be looking for and when–allowing them to position campaigns more accurately.

A concern that arises regarding micro-targeting is how organizations might make use of personal information.  In assaying customer profiles, marketing teams are obliged to ensure that they are exploiting consumer data in compliance with current standards (such as the GDPR)…lest they risk incurring penalties and/or reputation damage.  In order to maintain compliance (and retain consumer trust), AI is highly proficient at verifying that data privacy standards are established…and programmed into platforms as needed.  Consequently, companies do not have to worry about raising flags with regulators.

With an overwhelming amount of data to process on a daily basis, marketing teams often struggle with discerning hidden patterns: user-trends that would be invaluable in guiding strategies going forward.  With each subsequent deployment, an AI platform can learn from past iterations; and improve campaign performance.  This includes using vital feedback to enhance customer experience, seeing what works best to maximize engagement.

In recent years, it has become clear that AI is the most efficient way to enhance UX; as it is able to parse massive data-sets to create curated online experiences–that is: experiences based on a customer’s unique tastes.  After all, real-time personalization translates to better engagement, which invariably leads to more sales.

By availing oneself of an AI tool for marketing purposes, there are a few key factors to consider.  As with any marketing program, it is important that KPIs are established from the outset.  One must have metrics to show how successful any given campaign has been.  KPIs–like ROI and efficiency–measure quantitative improvements.  But AI confers an array of qualitative gains–bolstering brand reputation even as it streamlines the funneling process.  Even while quantifiable metrics like outlays, revenue, and traffic are of primary concern, qualitative standards–like customer satisfaction and reputation management–are also important.  A system equipped with AI can attend to both.

AI enables brands to dynamically customize the experience for each customer across all channels; and so so in an automated way–saving time and man-power.  The personalization capabilities of platforms like OneSpot and MarketingMachine.AI are made possible by recognizing patterns in user behavioral patterns; which can be used to ascertain what is driving engagement the most.

By making use of the latest in machine learning, companies can leverage information collected from past questions to deliver personalized responses.  An online business is thereby able to make more informed decisions about content.  Such automation gives crucial hours back to regular workers, who are thus freed up to focus on requests that require a more “human” touch.  The idea is to give marketing teams more time to focus on strategic initiatives…which will, in turn, be used to inform AI-enabled campaigns going forward.  In this sense, we see that AI does not transplant humans, it empowers them.