Artificial Intelligence


Many IT executives in North America currently have—or plan to have—machine learning programs in place, according to research. Predictive analytics is the No. 1 implementation, but execs have dozens of use cases on their agendas.

A typical brand now has a staggering amount of data in its arsenal, and the marketing department’s goal is to use that data to deliver more effective results than ever before. Enter predictive marketing, which uses machine learning to deliver more accurate insights about how best to encourage sales from existing and new customers. Topics in this webinar include: What marketers are doing with predictive models; How many companies have moved toward predictive marketing, and how far along they are; What the return on investment (ROI) of predictive marketing can look like; Which challenges are proving difficult for adopters of predictive marketing.

While almost two-thirds of bad bots worldwide behave like bots, roughly 40% are able to mimic human behavior, according to 2015 research.

Predictive marketing is becoming important among marketers. In fact, more than six in 10 executives worldwide said that achieving a more complete view of the customer helped them more accurately predict customer needs and desires. That made it the leading benefit of a unified customer view.

Though traditional metrics still play a role in brands’ marketing strategies, predictive technology is what keeps companies moving forward. Predictive tools make historical data actionable, and enable brands to make more informed marketing decisions. Chris Ciccarello, senior director of pricing and customer analytics at Farmers Insurance Group, spoke with eMarketer about how predictive analytics help strengthen the brand’s personalization efforts.

A typical business-to-business (B2B) brand now has a staggering amount of data in its arsenal, and the marketing department’s goal is to use that data to deliver more effective results than ever before. Enter predictive marketing, which uses machine learning to deliver more accurate insights across the funnel to encourage sales from existing and new customers.

Consumers are regularly turning to their mobile devices to search, and personal assistants like Siri can help them in the process. But according to research, few mobile phone owners actually use a voice-controlled personal assistant regularly.