AI-driven personalisation can help brands offer bespoke experiences

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 30, 2019, 9:34 AM UTC

Tracking AI and machine learning data allow marketers to provide better consumer engagement.

This piece points out that AI can help brands identify trends and apply them to consumer journey to offer personalised experiences. Brands can also deliver a personalised experience to consumers and meet their expectations by implementing insights from AI data on consumers.

Measuring metrics such as conversion rates and leads can allow marketers to link campaign results to costs and revenues. Brands should reduce their focus on vanity metrics like page views and social media likes, that doesn’t provide a direct connection to ROI.

The author contends that AI tools can further provide brands with insights into consumer behaviour. Marketers can leverage these insights to figure out the customer journey and determine the right campaigns to serve customers.

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[5 minute read]