Machine learning is playing a bigger role in our daily lives. Look no further than Apple’s Siri, “you might also like” suggestions on Amazon, or pre-approved credit offers, to experience machine learning in action. By definition, machine learning is artificial intelligence that enables the ability to learn and create accurate predictions without explicit programming. While machine learning applications can be leveraged across the entire enterprise, the benefits of machine learning for marketing are nothing but exciting!
Data is the Key to Competitive Differentiation
Few can argue that today’s competitive differentiation lies in our ability to use data to better understand customers. We use that insight to take action on what we know by designing personalized experiences.
One common challenge amongst marketers is the ability to harness the power of the vast and varied amount of data generated by our customers. The second challenge falls in the ability operationalize the insight and the ability to scale communications in real-time, so customers enjoy a personalized experience.
This where machine learning plays a key strategic role in marketing.
Predict, Optimize, and Automate
To fully leverage machine learning, all customer data must be connected to form a single 360º view of customer activity, across all channels and devices. Machine learning can then predict, optimize, and automate real-time decisioning to drive next best actions including; offers, alerts, notifications, and other contextually correct and relevant messages. The benefits of machine learning include the ability to efficiently create meaningful customer experiences, at scale with reduced marketing effort. What could be more exciting?
Learn more about the benefits of machine learning for marketing in our just published eBook, How to apply Context, Cross Channel and Real-Time to Your Marketing Programs.
About VeraCentra: Marketers everywhere want to use data to implement more modern customer engagement strategies. But there can be many obstacles standing in the way of success. That’s where we come in. VeraCentra provides easy-access Customer Data Hubs. We represent best of breed Cross Channel Engagement Platforms (so marketers get the right fit) and offer the Marketing and Data Services that guarantee speed to value and quick win ROI from technology investments. We deliver these solutions with an unmatched wholehearted approach bringing personalized support, care, and service to every client. That’s why many of our client relationships span more than a decade.