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Global CMO, Emarsys
The job of managing the amount of data available to marketers has become too big for humans alone to handle. If marketers haven’t yet handed off some data management tasks to machines, they undoubtedly will soon. Allen Nance, global CMO at marketing automation firm Emarsys, spoke with eMarketer’s Sean Creamer about what artificial intelligence (AI) does best, while leaving human marketers to refocus on connecting with consumers.
eMarketer: Big data is immensely valuable to marketers, but it’s not easy for humans to scale. Why is AI the answer?
Allen Nance: Every CMO I speak with knows that human-driven personalization doesn’t scale. The human brain can no longer siphon through all the data and execute campaigns in real time to drive personalization at scale. We’ve simply moved beyond the human capacity.
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