AI in marketing: How to find the right data sources

“Machine learning and AI now has a variety of use cases in marketing. The CMO Survey 2019 lists the following as top uses of AI in marketing:

• Content personalization

• Predictive analytics for customer insights

• Targeting decisions

• Customer segmentation

• Programmatic advertising and media buying

• Improving marketing ROI by optimizing marketing content and timing

• Conversational AI for customer service

• Next best offer

• Augmented and virtual reality

• Autonomous objects / systems

• Facial recognition and visual search

• Biometrics”

Today’s Retail Marketing Budget Is Different Than You Think

  • “To enable personalization and customer satisfaction—and acquire customers—more marketing dollars are being apportioned to investments in artificial intelligence and customer data platforms.
  • For the 2019 holiday season, brands are boosting their technology spend and investing in artificial intelligence (AI) to enable personalization, according to the report.
  • DTC brands plan to increase marketing spending for AI by 56%, compared with 41% of incumbent brands.”

How Leading Retailers and Direct-to-Consumer Brands Are Investing in Digital

  • Visit Oracle Report
  • Google and Amazon fight it out for retail ad spend

    • The report says retail advertisers in the US alone will spend $13.12bn on search in 2019, a 22.5% increase from last year – and this will reach $15.65bn in 2020.
    • The report attributes 54% share of product searches to Amazon vs 46% to Google – a complete reverse of the shares it published in 2015.
  • Monetising voice search. The key findings:
    • 1 in 5 consumers have bought via search
      31.72% of those have bought something new (not a repeat purchase)
      Household items and clothing are the most common purchases
      Consumers like the hands-free experience
      Security concerns and a lack of screen are barriers to adoption

    Competing Above Their Weight Class With AI: A Case Study

    • “In other words, AI and process technologies allow a smaller and more nimble firm to compete with the big ad agencies. By offering flat rate packages and turnkey services, enabled by technology, clients know what they will pay.
    • There is a significant time reduction with the minimum being 37% for a small scope and up to 94% for a broader scope. The average decrease in time spent from a client briefing email to an ad launch with 80 ads is 67%.”

    Constellation Agency