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How AI Can Help Marketers Harness Big Data Opportunities in 2019

In this special guest feature, Solomon Thimothy, CEO of DMA | Digital Marketing Agency, believes that digital marketing advancements in 2018 have set a high bar for customer expectations. Customers now expect, deserve and demand that personalized, seamless transactions will only increase in 2019. By focusing on data-based AI solutions, organizations can ensure the customer journey will be more personalized and more profitable in the year to come. Solomon focuses his expertise and passion in helping businesses invest in long-term digital marketing for financial growth. His education from Northeastern Illinois University and North Park University provide him with the tools needed to lives up to its digital marketing commitments.

In 2018, businesses recognized the importance of collecting customer data so that they could create highly-targeted, personalized engagement throughout the customer buying cycle. Now that businesses are besieged with data, harnessing this flood of customer information is one of the biggest challenges CX and digital marketing professionals will face in 2019. A Forrester Consulting Survey found that more than “60% of marketers are concerned that they have too much data to effectively analyze and gain applicable insights.”

The sheer abundance of data available from pixel tracking, geospatial sensors, social postings, CRM reports, and market trends, are shifting the focus toward data management and analytics to help businesses deepen the end-to-end customer journey in 2019. With its ability to process and unify a massive amount of disparate information, artificial intelligence (AI) tools can quickly process large volumes of data in real time so that businesses can put their data to work. Another Forrester study found that 86% of business leaders and decisions makers believe that AI will make marketing teams more efficient and more effective in their customer interactions.

Restructure Organizations Around Proactive Teams

Before the AI revolution can happen, businesses must be prepared to make organizational changes that will allow them to respond with real-time decisions based on a customer-first approach, rather than an organizational one. Traditional organizational hierarchies, with distinct silos of sales, marketing, and customer service teams will benefit from flattening their structure to allow for cross-functional teams focused on customer engagement.

For example, data enters an organization through multiple outside points, such as pricing trends, weather, as well as internal sources, such as logistics, product development, billing, marketing, customer support, and sales. Microsoft’s Power BI and Google’s BigQuery are free analytics tools that can corral all of this disparate data into a centralized repository that extends data into visually understandable graphs and customizable dashboards. Everyone in the organization can see how specific actions impact sales, including how quickly CSR issues are resolved or how a specific ad is impacting orders. Giving teams access to the same information, in real-time, empowers businesses to work collaboratively with these cross-functional teams to encourage collaboration and solutions. For example, Google Trends can identify hourly fluctuations in dynamic pricing structures so that businesses can ensure their product offerings match. An accurate window into what’s really happening with your customers and the market leads to better business decisions.

Content: Powered by Data and Personalized Through AI

AI tools give businesses the power to micro-target the entire customer journey in an omni-channel approach that humans cannot. Content can be timed and delivered to match the customer’s search queries, purchasing history, and app engagement data while simultaneously taking into account location-specific weather and emerging market trends. For healthcare marketers, local search is a priority. Data tools, such as Google Trends, can pinpoint symptom searches in your area and create locally-optimized content that targets those keywords with a variety of content. In addition to steering you towards keywords and timing, AI tools can suggest how content should be tweaked to meet the customer’s evolving needs with video, blogs, social campaigns, and advertisements. This type of dynamic lead nurturing and segmentation gives CX managers real-time performance KPIs they can use to continuously optimize campaigns.

Personalized Customer Interactions

AI-powered chatbots will play an essential role in conversational commerce with customer support. They also have the additional benefit of not losing their patience the way humans can. With the ability to hold extensive catalog information and inventory levels, chatbots can engage customers in conversations and make product recommendations based on preferences, within the context of insight they already have about manufacturing delays and logistics.

Predicting the Future?

Is it impossible to predict the future? Data modeling with AI may be as close as we can get. AI-powered analytics lets businesses test what-if scenarios for greater accuracy. What is the financial and logistical gain of adding a new shipping facility or a new call center? Find out how effectively a new product enhancement, or a new product line will capture an untapped market.

The Bottom Line

Digital marketing advancements in 2018 have set a high bar for customer expectations. Customers now expect, deserve and demand that personalized, seamless transactions will only increase in 2019. By focusing on data-based AI solutions, organizations can ensure the customer journey will be more personalized and more profitable in the year to come.

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