A recently commissioned study, conducted by Forrester Consulting on behalf of Amplero, surveyed more than 150 marketing technology decisionmakers at top B2C brands across retail, financial services, travel and hospitality, computer gaming, telecommunications services, consumer software, and media and entertainment industry verticals.
The resulting study, “The Machine on Your Team: How Marketers Are Adapting in the Age of AI,” revealed that while the majority (86%) of respondents believe AI can provide value to their business, 78 percent believe human involvement is necessary to guide the machine and make the most impact on strategic initiatives.
“Marketers have reached a point where their ability to capture data has exceeded their ability to take data-driven action,” according to the study with Forrester Principal Analyst Joe Stanhope. “[They] are confident in their readiness to incorporate AI into their marketing strategies…[and] the majority of respondents believe AI enhances human decisions and insights.”
As marketers race to adopt AI marketing technologies to orchestrate cross-channel interactions, drive revenue growth, and, ultimately, provide better customer experiences, the study found that marketers are wary of tools that operate as a “black box” or lack clear roadmaps for evaluating and implementing.
For enterprises implementing or expanding AI within their marketing technology stack, here are four key recommendations from the study to help guide 2018 initiatives:
Start by defining success. Define the KPIs that an investment in AI marketing technology would best support. AI must align to supporting the broader marketing strategy and existing data initiatives. Identify and apply real-world business metrics to AI initiatives and compare to performance versus business-as-usual (BAU) segments.
Identify internal capabilities and deployment preferences. AI adoption is a cross-departmental effort because it blends data, analytics, and marketing into a productized, complex solution. Marketers need to understand what, if any, internal resources are available today to help them understand, deploy, and support AI-powered solutions. Also, marketing buyers need to define a strategy for implementing AI within existing marketing and data infrastructure.
Develop a roadmap for AI-powered marketing adoption. Usage of AI will evolve over time with early adopters potentially seeing advantages over competitors in areas such as customer experience and marketing ROI. Start with well-defined use cases and KPIs, and expand integration and application of AI as an orchestration engine throughout the enterprise marketing technology stack.
Identify the platform that best meets your needs. Find a commercially available AI engine that integrates with existing technology stacks and offers the capability to ingest and enrich data from a broad range of customer, behavior, and content sources, at scale and real-time speed.
In addition to the study, the following infographic from Forrester highlights some of the key results.
To learn more about how modern enterprises are leveraging AIM technologies, get our free guide “How to Hire a Machine: The CMO’s Guide to Artificial Intelligence Marketing.”
To see AIM in action, contact us to schedule an Amplero AIM Platform demo today.
Headquartered in Seattle, Amplero is an Artificial Intelligence Marketing (AIM) company that enables business-to-consumer (B2C) marketers at global brands to optimize customer lifetime value at a scale not humanly possible.
Unlike traditional rules-based marketing automation systems, Amplero's Artificial Intelligence Marketing Platform leverages machine learning and multi-armed bandit experimentation to dynamically test thousands of permutations to adaptively optimize every customer interaction and maximize customer lifetime value and loyalty.
With Amplero, marketers in competitive, customer-obsessed industries like telecom, banking, gaming and consumer tech are currently seeing measurable lift across key performance indicators—including 1-3% incremental growth in customer topline revenue and 3-5x lift in retention rates.
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