Clutch builds an integrated customer database and uses it for customer analytics and personalized marketing. It just bought Persio, a specialist in mobile marketing messages. Price wasn’t announced. Clutch does predictive modeling but doesn't mention machine learning or artificial intelligence. These days, that's noteworthy..
FollowAnalytics is another mobile marketing specialist. It just announced a new Mobile Campaign Optimization Suite that uses automated multi-variate testing to match the right content to each customer segment. It also uses artificial intelligence to predict outcomes and automatically assign the best content to segments before testing.
Just how widespread is this artificial intelligence thing? It depends on who you ask. A Marketo survey found that 15% of U.S. marketers plan to use AI in 2017 compared with 27% of marketers outside the U.S. Differences were even greater for augmented reality (5% of U.S. marketers vs 22% of non-U.S. marketers) and virtual reality (5% vs. 37%). On the other hand, more U.S. marketers plan to use predictive (70% vs 26%). Unless there’s an unknown pool of advanced tech lurking outside the U.S., it seems our overseas colleagues are just more optimistic. Sure enough, Marketo found that 62% of overseas marketers were excited about the impact of new touchpoints compared with just 48% of U.S. marketers. Go figure.
The CDP Institute educates marketers about the issues, methods, and technology used to manage customer data, with a special focus on Customer Data Platforms. Join the CDP Institute for free access to valuable information and insights.