Page 8 - AeM_September_2019

RESEARCH, ANALYSIS & TRENDS

Is marketing solely driven by systems

and algorithms soon?

Marketing is highly digital nowadays and has its hands decision phases of the respective customer journey.
full with data and measurable target group reactions. This works not only well in the consumer sector but
The challenge the industry faces, however, is to channel with business decision makers, who appreciate not
the flood of data, to filter out the essentials, and to draw to be overwhelmed with irrelevant information.
the right conclusions from them. That’s why systems and
algorithms are needed. • Big Data not only means "a lot of data", but rather
data of a different quality that provides a new view
Data-driven marketing, Big Data and Artificial on situations that wasn’t possible to get with
Intelligence (AI) help us to master the flood of data and conventional data and analysis methods. The
to work successfully with it: difference can be compared with the transition from
photography to film: did the photo provide a detailed,
• Data-driven marketing means using insights from but static information about the depicted image, the
data as the basis for marketing decisions. In practice, moving image now adds the temporal dimension and
it is mainly used in connection with automated, dynamics. Big Data typically differs from traditional
targeted and personalized campaigns - be it via data by the three ‘Vs’:1. Volume: the sheer mass of
display advertising, social media, messenger or email data that breaks the processing capabilities of
– and usually provided by the systems. For example, traditional systems.2. Variety: heterogeneity of data,
the opening (or non-opening) of an email, the click on which may include unstructured raw data, voice
an advertising banner or the visit of a landing page recordings, images, videos, streams, etc.3. Velocity:
can be triggers for subsequent automation routes. If with big data, speed is often critical, right down to
we create an interface to our CRM system, we can real-time analytics and reactions in real-time.
even include additional customer data. It goes without Usually, a special IT infrastructure must be set up,
saying that all this must be done in accordance with own analysis methods developed, interfaces to the
GDPR. Used responsibly, data-driven marketing data sources and the reporting system created, as
undoubtedly offers great potential: making sure that well as ideally also a visualization software, in order
messages have a high relevance for the recipient, to be able to use such mass data. For marketing, Big
corresponding with the interests, behavior and Data is especially interesting in the following areas:

8 September 2019 - Marketing Automation, Analytics & Attribution