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RESEARCH, ANALYSIS & TRENDS

to use internally and externally collected data efficiently changing the job profile of the marketer. Especially
for personalized communication. To eliminate this young marketing decision-makers act primarily based
drawback, AI and automation will gain in importance, on data, instead of relying on their gut feeling. Without
after Big Data, Semantic Data and Data Analysis had doubt, numbers promise objectivity and reliability, but
their chance. For example, consumer behavior and that only applies if existing data is correctly classified.
preferences can be anticipated by collecting data and In view of the flood of data, this is no longer easily
behavior patterns. After that, it is not only important to manageable, making visualization of data necessary,
provide the right content and to play it technologically such as dashboards that allow real-time statements,
smoothly, but to look less robot-like. To portray the unlike static Excel spreadsheets. Despite all appliances
content based on AI in a realistic way, semantic data and distinctive focus on numbers, marketing
and the classification of information in the respective departments can hardly handle the reporting anymore,
context is quite important. bringing new, cross-departmental job profiles, such as
e.g. business analyst, into being. ◊
Number focus instead of gut feeling when making
marketing decisions: New technologies are clearly By Daniela La Marca

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