Artificial Intelligence Marketing Blog
May
25
2017

by Noa Segall
Head of Search & Display

Is AI Marketing the key to solving your data silo problem?

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The volume of data that marketers use to craft each campaign means MarTech has become a must, but without an AI platform, getting one’s tools to cooperate is a real challenge.

Given the sheer volume of consumer data at hand today, digital technology has created an immense amount of planning, testing, and optimizing work for modern marketers. Fortunately, it seems as though tech is quickly advancing to help lighten the very load it created, most significantly through the development of artificial intelligence.

Rapid improvements in predictive analytics, neural networks, and deep learning have made artificial intelligence (AI) marketing platforms an increasingly popular solution for marketing teams hoping to make their operations smarter and more efficient. Jamie Evans-Parker, founder and CEO of the digital marketing platform wayve, has even gone so far as to predict that “it won’t be long before [AI’s] potential to improve production, expand programming, refine targeting, and clarify performance sees it become more essential to those in the advertising industry than the trusty smartphone.”

But while most companies employ MarTech stacks that are decent enough, any marketer will tell you that the real challenge lies in coordinating the dozens of moving parts within that stack, leveraging them all to develop efficient and cohesive cross-channel campaigns. In any context, having the best tools by no means guarantees success; it’s how you use them that matters. AI enables marketers to take the tools they already have and redeploy them with far greater ease, efficiency, and precision.

The Problem with Siloed Channels

The modern marketer must orchestrate campaigns across dozens of devices and channels, enticing individual targets with messaging relevant to who they are and what they want. Achieving the kind of hyper-individualized experience that many consumers have come to expect means drawing an immense amount of data from a wide variety of sources — so wide, in fact, that most companies create separate marketing teams to manage each channel.

When a team is assigned to an individual channel, it’s typically given free rein to adopt its own tools, controls, and metrics. There are many excellent marketing software tools oriented around each and every popular channel, but even if a team’s selections are all fully compatible with each other, there is no guarantee they will be compatible with the tools being used by other teams. Consequently, even when channel-based marketers communicate with each other openly and often, their respective data sets tend to remain isolated, making it all but impossible to measure things like channel attribution.

This kind of siloing prevents company higher-ups from understanding how different channels and different campaigns are contributing to broader company-wide goals, such as increasing the number of new active customers, boosting overall ROI, or raising brand awareness. Without visibility into attribution, a marketing manager’s ability to craft overall strategy is severely hampered. Even if her company relies on the best, most cutting-edge tech stacks possible, it’s technology that is holding her department back from achieving its full potential.

Using AI Marketing to Optimize a Tech Stack

Artificial intelligence offers a practical solution to this problem. AI marketing platforms are able to operate across not only each and every one of a company’s ad channels, but across CRMs, analytics platforms, and price/inventory feeds as well.

Albert™ is the world’s first and only fully autonomous AI marketing platform. The software represents an opportunity for marketers to delegate data aggregation and analysis to a machine in order to free themselves up to focus on the distinctly human aspects of marketing: strategy, creative, and design. Albert™ has the broad perspective necessary to break marketing departments out of their silos, empowering them to effectively plan, execute, optimize, and analyze cross-channel marketing campaigns.

In our hyperactive big data environment, marketers must not only choose the right tools, but make sure that those tools are leveraged in such a way that gives your team every opportunity to succeed. Albert™ enables marketers to get the most out of their tech stacks and, as such, should be considered an essential part of any company’s modern marketing strategy.

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