From automated marketing to predictive marketing
Indeed, the explosion in the volume of customer data, from the web, social networks or the Internet of Things, but also the incredible complexity of customer journeys , on many different how to build phone number list screens and environments, require marketers to equip themselves with new tools. The latter must not only rely on IT, to manage this big data, but now on artificial intelligence to identify ever more precise audience segments and propose tailor-made and hyper-personalized offers .
By combining powerful marketing automation platforms with layers of artificial intelligence, it is now possible to submit CRM data to algorithms derived from machine learning that can suggest new scenarios to marketers to better satisfy their customers. We are thus moving from automatic marketing to predictive marketing.
Predictive Marketing: What is the Reality?
The importance of combining information and AI on the same platform
But before getting marketers and IT specialists to work hand in hand, the tools still need to converge to avoid any complication which would ultimately be detrimental to the consumer.
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By combining marketing automation and marketing intelligence on the same platform, companies will be able to benefit from this second IT revolution by efficiently managing large volumes of data, automatically identifying trends or customer segments requiring actions, which will be suggested by the machine.
And contrary to Turing's idea, artificial intelligence will not seek to replace humans but simply to assist them, leaving them with the most noble function: decision-making.