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There is a revolution in how marketers are using artificial intelligence (AI) and machine learning (ML) to help execute intelligent strategies and campaigns at scale. One important area where AI and ML can be put to good use is in market data management.
“This is basically turning AI and ML into a useful tool for marketing itself,” said Theresa Kushner, head of North American Innovation Center, NTT DATA Services, at The MarTech Conference.
In this way, businesses can better understand all the data streaming in that relates to what’s being done in markets, including who is buying products and other important buying trends.
“AI and ML can help you sort through, organize that information and present it to you in a way that makes it more digestible within your marketing program,” Kushner said.
Here are three main steps for how to get AI and ML to work in your market data management.
(Among the many ways of collecting market data, one is web scraping, discussed in depth here.)
Connecting data across teams
Data is growing exponentially. And it doesn’t just sit idly in your company’s databases and data management platforms. It gets piped in in streams, Kushner said.
“And oftentimes that data is just as important to marketing as it is to the product divisions that use it,” she added. “So using AI and ML can help you sort through where the data goes for marketing, where the data goes for product design, where the data is most important
Read more here: https://martech.org/how-to-use-ai-and-machine-learning-to-boost-marketing-data-management/