The Machine On Your Team: New Forrester Study Shows How Marketers Are Adapting in the Age of AI

SEATTLE – October 5, 2017 – Amplero, a recognized leader in core artificial intelligence marketing (AIM) technology, today announced the findings of a commissioned research study conducted by Forrester Consulting on behalf of Amplero to evaluate the use of AI-driven marketing technology and its associated challenges and benefits. To further discuss the findings, Amplero will host a webinar featuring guest speaker Joe Stanhope, Forrester Research Analyst, on October 26.

The resulting study, entitled, “The Machine on Your Team: How Marketers Are Adapting in the Age of AI,” reveals 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 Forrester Consulting study. “[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.”

According to the research, 63 percent of B2C marketers believe they have far too much data to process in order to gain actionable insights for their campaigns. At the same time, they are relied upon by the business more than ever, tasked with delivering on numerous strategic initiatives driven by economic factors, industry, competition, and customer demands. As a result, marketers are beginning to embrace the concept of artificial intelligence as a solution to bridge the digital transformation gap facing major industries.

“In terms of this Forrester study, we believe that marketing has reached an inflection point where companies are increasingly looking to artificial intelligence marketing technology to orchestrate omni-channel customer experiences based on their entire customer data ecosystem,” said Olly Downs, PhD, CEO at Amplero. “With the implementation of AI at the core of the marketing technology stack, enterprise marketers are finally able to move beyond rules-based systems and manual segmentation processes to deliver highly contextual, 1:1 customer experiences at scale that impact crucial business KPIs.”

Nearly all marketing technology decision makers (92%) are planning to increase overall martech spending in the next two years to support digital transformation initiatives, with 78 percent planning to expand or implement AIM as part of that campaign. Simultaneously, 87 percent of c-level execs who have already implemented AIM think that human intervention is necessary with AI to guide available experiences and set goals for the machine.

Many marketers believe that AIM can improve strategies and campaigns by delivering superior decisions and insights. According to the study, marketers who have implemented artificial intelligence marketing into their marketing stack have applied it to improvements in campaign efficiency, optimization of key performance indicators such as such as improving customer satisfaction and value, sales lift, and overall revenue growth for the business.

Alongside guest speaker, Joe Stanhope, Forrester Research VP, Principal Analyst, Olly Downs, PhD, CEO and Chief Scientist at Amplero, will host a webinar on the results of the commissioned study conducted by Forrester Consulting on Thursday, October 26 at 12:00pm PT. To gain insight into how to apply artificial intelligence marketing technology to solve key business challenges, sign up to attend the webinar here.

The full results of the study are available upon request, or can be accessed here. For this survey, Forrester Consulting polled 150 North American marketing technology decision makers in retail, financial services, travel and hospitality, computer gaming, telecommunications services, consumer software, and media and entertainment organizations with at least $200M in annual revenue (USD). The study began in July 2017 and was completed in August 2017.

About Amplero

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 that is 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.

For more information, contact us today or follow us on Twitter.