Most marketing pros know that mass marketing is dead, and that mass personalization through artificial intelligence killed it. Yet few marketers have prepared their organizations to deliver personalized customer experiences at scale in the era of AI., 57% said they’d gladly share their personal data with brands in exchange for custom-tailored experiences. Surprisingly, only 15% of those respondents had any faith that brands would actually deliver personalized experiences to them.
Fuster advises companies to unify all of their customers’ data together, regardless of the source application or device or channel from which it was captured. “It’s really important for a service agent to know if the customer they’re dealing with just ordered a new tractor, so he doesn’t mistakenly offer her discounts on a backhoe attachment or an extended warranty for the model she currently owns,” he says.
But training an algorithm to recognize a qualified lead requires more than “just turning on the AI switch,” warns Fuster. “Marketers must start with clean data and then curate those records, which reflect all of the key characteristics of similar leads that have converted into profitable sales.”
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Source: CNBC - 🏆 12. / 72 Read more »