Marketers are looking at user behaviour in the online eco-system. They're implementing AI and machine learning tools to predict how likely a prospective user is to interact based on past actions and behaviours.
Technology plays a big role in marketing and a recent study found that certain tech is more widely used in the US than in other countries. A survey of 620 marketers in the US, Australia, France, Germany and the United Kingdom clearly shows how technology usage compares across these countries.
70% of the marketers in the United States said that predictive marketing is the primary tech they're planning on using in 2017. Below is a chart showing the kind of tech that marketers plan on using in selected countries in 2017.
Cross Channel measurement technology
Half of all marketing and media executives in North America believe predictive technologies and associated analytics help them gain better value from the data. In addition to this 40.6% of the respondents said that cross-channel measurement and channel attribution would further help.
As adoption of technologies such as predictive analysis and DMPs rise, the focus will be on customer data and not platforms. This enables marketers to provide customers with a personalised brand experience across channels.
An interview with Alex Weinstein, the Director of Marketing Tech and CRM at eBay emphasised the importance of real-time data and how it helps eBay power their campaigns. Capturing data immediately enables them to build a profile and target their clients immediately when a product they’ve shown interest in drops or changes.
Alex concludes that machine learning and it's ability to assist in personalising messages has become a strong foundation to grow eBay. He suggests companies start by using a light machine learning model to improve newsletter delivery and assure positive results. *
Contact Acquire Online to see how to use data most effectively to maximum ROI.