Schedule a Demo
Does My Company Subscribe?
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.
Ways in Which US Virtual Assistant Users Shop with Their Assistants, Nov 2017 (% of respondents)
Technologies that US Digital Buyers Use or Plan to Use for Shopping, Nov 2017 (% of respondents)
Ways in Which US Smart Speaker* Owners Use Their Speakers, Oct 2017 (% of respondents)
US Internet Users Who Own Smart Speakers*, by Age, Oct 2017 (% of respondents)
Implementation of Select Ecommerce Technology Plans According to US Retailers, Feb 2018 (% of respondents)
APAC Tech Leaders StatPack: Key Digital Companies in Asia-Pacific
B2B Content Marketing 2018: As Usage Nears Saturation, Still Lots of Room for Improvement
Why AI’s Marketing Applications Are Narrow
How Publishers Can Fight Ad Blocking with Crypto Mining
Reckoning With AI in the Real World
Introducing eMarketer Tech