You’ve integrated your data and made insightful visualizations with it. The final stage is to add intelligent analytics to it and really make your marketing data work for you.
In the third and final part of the “Path to Successful Marketing” webinar mini-series, Adverity’s Joseph Caponsacco takes you through the last leg of the journey that will transform your marketing looks at data.
Recapping on the first two webinars, Joseph explains that for an automated and intelligent analytics workflow to be successful in your marketing environment, you first need to take a couple of critically important steps.
The Road to Intelligent Insights
Step one is to automate the ingestion of all your data sources into a single, clean and harmonized dataset. Step two is slicing into the data using data visualizations to track performance and uncover insights from daily reporting, so you can make better decisions. Once you are done with those, you’re ready for the final step on the road to intelligent insights.
In session three, Joseph explains that augmented analytics can sift through billions of rows of data in your database, understand your marketing KPIs, find nuggets of insight from the outliers, and offer suggestions to help you surpass your goals.
He quotes Jordan Baines, co-founder and chief strategist at Adverity customer Digital Matter, who says: “The best thing about augmented analytics is that it sees the things you didn’t.”
Transform Your Marketing With AI
Today’s marketers are already adding AI to important processes, and the most popular ones are content personalization, customer segmentation, and ultimately programmatic advertising and media buying.
But in all these use cases, without solid quality data and accurate reporting, AI is useless, warns Joseph: “Without data and analytics, artificial intelligence becomes a confusing mess, or, really, artificial stupidity.” Applied correctly, though, it can support faster and more informed decision-making, help automate mundane tasks, provide forecasts for the future, and save time and money.
Navigate Through Anomalies, Trends, Segments and Budget Shifts
AI can be used to learn from historical data, and to predict likely future values, says Joseph. This makes it great for anomaly and trend detection, to immediately detect risky outliers, which are impossible to spot by conventional analysis. It can also identify hidden emerging trends within your data and help you solve issues before they become major.
It’s also ideally suited to segment analysis, budget shift suggestions, predictive forecasting, and channel mix optimization, which Joseph discusses in more detail during the webinar. To get Joseph’s insights on these in full, watch the entire webinar.