Plans & Pricing
Does My Company Subscribe?
Senior Vice President, Digital Marketing, Dell
Delivering custom experiences to buyers across channels in a relevant way is a pillar of Dell’s digital transformation efforts. As senior vice president of digital marketing, Todd Forsythe spoke with eMarketer’s Jillian Ryan about Dell’s three-year mission to create personalization across all customer touchpoints. Doing so is requiring the company to build a new infrastructure with machine learning and big data, while also relying on new skillsets and employee education.
eMarketer: What is Dell’s vision for personalization?
Todd Forsythe: We’re on a three-year journey right now, and there’s a complete infrastructure stack that we’re building out. Ultimately our goal is to deliver one-to-one personalized content across channels and devices through a big data environment with a machine learning predictive engine, which looks at behavioral data, purchase data and web behavioral data—both onsite and offsite. The goal is to predict the next likely action of a buyer and deliver content dynamically to fit that need, in real time.
Areas in Which B2B Marketers in North America Are Most Interested in Using Artificial Intelligence to Support Their Marketing Strategy, Q1 2018 (% of respondents)
Extent to Which B2B Marketers in North America Understand the Differences Between Artificial Intelligence, Machine Learning and Predictive Modeling, Q1 2018 (% of respondents)
Expectations of Artificial Intelligence Among B2B Marketers in North America, Q1 2018 (% of respondents)
US Total Media Ad and Marketing Spending, by Media/Segment, 2014-2020 (billions and % change)
Current and Expected Usage of Artificial Intelligence (AI) for Procurement and Supply Chain Processes According to Decision-Makers in Western Europe and the US, May 2018 (% of respondents)
B2B Marketing Data: Capturing and Managing Data for Actionable Insights
B2B Ecommerce 2018: Transforming Buying and Selling
What's Holding B2Bs Back from More Advanced Data Management
Marketers’ Roundtable: Your Data-Driven Marketing Is Only as Strong as the Tech Stack That Supports It
Why Marketers Struggle to Define Artificial Intelligence
The Right Data Management Strategy Allows for Better B2B Campaign Execution