January 9, 2018

The Non-Marketer's View

Main AI Uses Are Analytics, Customer Experience, and Process Automation: TechEmergence Conference


It’s easy for marketers to see marketing as the center of everything. Today let’s look at some other perspectives. We’ll start with this survey of attendees at a recent TechEmergence conference on applied artificial intelligence. Most were business founders and technical employees. When asked about current and future use of AI, they ranked marketing behind analytics, customer experience, and process automation. It did beat cybersecurity, human resources, finance, robotics, and vehicles.

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Basic Personalization and Targeting Are Still Top Retail Challenges: RIS News

RIS News

Next up is a survey by Retail Info Systems of senior retail executives. Top strategy for customer engagement and loyalty was in-store personalization. Integrating online and offline capabilities ranked third and “holistic customer-centricity” was a lowly number eight. Similarly, customer segmentation and targeting was the most-cited challenge while omnichannel engagement ranked fourth and consolidating application and data silos was ninth. In other words: most retailers are still wrestling with basic marketing technology.

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People and Process Outrank Technology as Barriers to Data-Driven Success: NewVantage Partners

NewVantage Partners

Finally, we have views on “big data” from senior data and analytics executives polled by NewVantage Partners. Their top objective for big data and AI investments was analytics – no surprise given the audience – although customer experience did rank second, ahead of lower costs, innovation, and speed to market. More important: by far the biggest challenges to being data-driven were people (49%) and process (32%). Just 19% cited technology. Most surveys give a similar answer but it’s still easy to forget.

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