Using AI To Analyze Marketing Data

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Using AI To Analyze Marketing Data
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• While most marketers understand how important it
  is to track consumer behavior throughout the
  buying cycle, many dont realize that its
  getting easier to do so all the time. Over the
  past decade, everything a consumer does has
  become both measurable and trackable.

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• People leave a digital footprint when they shop
  online and even sometimes offline.
• While customer data from an online purchase
  provides exceptional value, you need to pull it
  all together in one place. This can pose a
  challenge when the data comes at you in a variety
  of formats and from many different sources.

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• You need a way to access these data silos,
  analyze customer actions, and understand his or
  her journey.
• This often makes for a time-consuming process.
  You must collect data from spreadsheets and other
  sources and then clean, standardize, organize and
  update it frequently.

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• This is where artificial intelligence (AI)
  enters the picture.
• Although API handles the collection of data, AI
  helps to make sense of data. AI accomplishes this
  by cleaning, consolidating, and analyzing the
  data in a fraction of the time it would take a
  human to complete the same task.

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• One of the most important benefits of APIs is
  that they eliminate silos and make it possible to
  collect all marketing data in a single location.
  Machine learning then takes over, cleanses the
  data, and ensures that it remains current for the
  most useful analysis.

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Making Sense of Big Data

• Theres no point in collecting big data unless
  you can find a way for it to make sense to you.
  As the APIs bring data into a central location 24
  hours a day, AI pulls out insights that marketers
  can act on to help them make better advertising
  decisions in the future.

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That means you receive practical insights
immediately instead of waiting days or weeks for
a human to produce the same information.
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• Its only natural for people analyzing data to
  do so from the vantage point of their own biases.
  AI eliminates all biases as well as hidden
  agendas and manual errors. Human beings have
  their limits when it comes to processing data,
  but this isnt true for AI. You can increase or
  decrease the demands on AI according to your own
  preferences.

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• An AI system easily integrates with machine
  learning to pull out patterns of data between
  inputs and marketing KPIs. When you employ
  machine learning, it first works to identify a
  goal and then teaches the computer how to model a
  conversion. It does this by providing the
  computer with examples of a specific goal.

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• It then allows it to continue improving the
  current model with new and better data. The
  result is that the computer can predict a
  customer conversion before it takes place.

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Consider Pavlovs Dog When Trying to Understand
Machine Learning

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• For the purpose of simplification, allow us to
  provide you the example of Pavlovs dog. Most
  people are familiar with the scientist Pavlov and
  how he desired to measure the amount of saliva
  produced by dogs.
• The first step in gaining this information was
  to ring a bell at the same time the dog received
  its food.

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• It didnt take long for the dogs in the
  experiment to begin salivating at the sound of
  the bell because they associated it with food.
• With AI and machine learning, the accuracy of
  the output improves every time the computer
  receives new information.

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• While creating objectives for marketing is more
  complex than the salivating dog experiment, the
  process operates on the same principal.

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• For example, if you desire to know the type of
  content that produces the highest rate of
  engagement on social media, the first thing you
  do is connect the sites feed to your system. It
  analyzes data from recent posts and then breaks
  each post down into several essential elements
  and identifies which posts contained the most
  engaging elements.

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• As users add new posts, the computer keeps
  processing information until it can deliver data
  about the publish times, keywords used, and
  subjects that produce the greatest engagement
  with users.
• The most intelligent types of machine learning
  also considers what works for your competitors
  and the industry at large.

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• This enables you to know the performance of your
  campaigns any time of the day or night as well as
  the factors that contribute to a performance
  increase or decrease.
• AI produces data in real time that goes beyond
  the numbers. You not only see engagement going up
  or down, but the reasons for it and the audience
  affected as well.

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• Call Sumo would love to show you how easy it is
  to adapt marketing campaigns using AI and machine
  learning to provide valuable real-time insight.
• https//callsumo.com/