Artificial Intelligence Marketing Blog
March
7
2017

by Oren Langberg
Lead Solutions Engineer

Truly Personalized Marketing Isn’t Possible Without Cross-Channel AI

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Many marketing stacks fall victim to the same dilemma: with so many streams of information to process, stacks can become siloed, making it difficult to build comprehensive user profiles.

The advanced targeting made possible by digital has increased the capabilities of marketers everywhere, but they’ve also increased consumer expectations. Online audiences are now accustomed to marketing campaigns that speak so specifically to their demographics, personal interests, and even their desires in a given moment that anything short of truly personalized marketing will fail to grab their attention.

The demand for individualized campaigns and ads puts pressure on marketers to understand consumers as deeply as possible, and that means establishing a presence on every conceivable media channel. As Forrester’s TechRadar: Marketing and Advertising Technology Report put it, today’s advertisers must simultaneously dedicate their energy to “brand storytelling, audience-based targeting, insights from customer data, personalization, and customer experience,” all across numerous media.

All these data streams could combine to provide a comprehensive picture of an individual consumer’s behavior, but marketing stacks are so siloed that the portrait remains fragmented and impossible to use. Unfortunately, most marketing tech stacks tend to silo data from individual channels, making it difficult to combine disparate pieces of information that might inform an effective campaign. For this reason, the kind of personalized marketing consumers have come to expect isn’t possible without a powerful cross-channel marketing tool.

What Your Marketing Stack Needs

As vendors everywhere vie for every fragmented corner of the Martech space, advertisers must take a calculated, big picture approach to implementing new technologies. The first step towards doing that will be understanding the needs that each of these respective tools will satisfy. Marketing technology can be boiled down into four basic categories: a central data repository, execution/optimization software, product information management (PIM) software, and content management.

Unfortunately, marketing tech stacks are typically far more complicated than this simple set of categories would suggest. Data in the central repository is often siloed according to channel, as is the execution software that pulls from it. The result is that marketers must operate dozens of different tools at once in order to draw insights from the consumer data they collect, base campaign ideas on those insights, and optimize the performance of those campaigns once they’ve launched.

All this segmentation only exacerbates the problem created by big data. Analyzing all the information that companies collect from consumers requires a kind of analytics acuity no human is capable of on his own. For this reason, savvy marketing teams are turning to AI to analyze and sort all of these data streams and subsequently identify effective strategies for capturing identified user groups. By automating these time-consuming analytic processes, AI software frees up your marketing team to create the most engaging campaigns they can.

An All-Inclusive Solution

It should be clear that an impactful marketing campaign is only possible if you have a single, cross-channel AI to make sense of the incoming data, rather than a long list of tools that only makes digital marketing more confusing. Albert™ is the world’s first AI marketing platform capable of performing all of these functions, from providing insights on customer data to purchasing digital media.

Albert can integrate into virtually any platform on the client side. If you have a CRM system, data management software, a product feed, or any number of existing technologies, Albert is able to collect and synthesize information from each of them in real-time. He understands inventory levels, price changes, and demographics information, utilizing each of them to create optimized campaigns on the fly.

The key to Albert’s outstanding skillset is correlation. Because there’s more data coming into your operation than any human would be able to handle, AI platforms like Albert can leverage that information to its full potential, leaving your marketing team free to focus their attention on more high-value work.

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