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US Business Development Director, RTB House
It’s a marketer’s dream to be able to predict a customer’s next move and make decisions based off that. But with an increasing volume of customer data at their fingertips, marketers need technology to help with the almost overwhelming task. eMarketer’s Tricia Carr spoke with Radoslaw Dobrolecki, US business development director at retargeting technology company RTB House, about how artificial intelligence (AI) can help predict customer behavior at scale—even for the segment of one—and the challenges marketers face in this arena.
eMarketer: Many marketers are implementing predictive technology to anticipate what their customers will do next. Where does artificial intelligence come in here?
Radoslaw Dobrolecki: It’s crucial to be very good at evaluating the value of a user, and to do that well, you need to predict the behavior of that user. This is all about deploying AI. Consumers exhibit so many behaviors online and there are so many equations you need to look at in order to predict their behavior and decide, at the end of the day, if they’re going to partake in your brand.
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Expected Change in 2018 Digital vs. Total Ad/Marketing Budget According to US Senior Marketers (% of respondents)
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