The industry has been talking about machine learning for years, but what’s different today is that marketers have begun to implement machine learning tools and tactics to advance their marketing efforts towards advanced personalization strategies. Machine learning is taking over personalization by disrupting content management, how marketer’s approach analytics and one’s ability to reach customers across channel at scale. So how can marketers achieve this level of personalization through machine learning? By taking a collect, detect and act approach.
I recently had the chance to spend the evening with 40 bright minds in marketing at the DMN 40 Under 40 event. It was an honor to be recognized alongside leaders from brands like Marriott, Movable Ink, SAP and Fidelity. The conversations I had reminded me once again what a transformative time in marketing it is. Succeeding through digital transformation takes heightened customer expectations vision, innovation, creativity and teamwork.
Even after all these years, email marketers aren’t meeting customer desires for personalization. 90 percent of consumers say they find personalization appealing. And though we’ve made strides in the right direction, we’re not quite delivering the experience they want.