Artificial Intelligence


More client-side marketers and agency professionals are investing in predictive analytics technology, according to research. Proponents of the emerging discipline suggest they use the toolset to help improve engagement, develop insights and personalize their communications with customers.

Many IT executives in North America currently have—or plan to have—machine learning programs in place, according to research. Predictive analytics is the No. 1 implementation, but execs have dozens of use cases on their agendas.

Antti Pasila, founder and chief strategy officer of advertising automation company Kiosked, spoke to eMarketer about why advertising and artificial intelligence go hand in hand.

A typical business-to-business (B2B) brand now has a staggering amount of data in its arsenal, and the marketing department’s goal is to use that data to deliver more effective results than ever before. Enter predictive marketing, which uses machine learning to deliver more accurate insights across the funnel to encourage sales from existing and new customers.

Justin Cutroni, Google analytics evangelist, discusses the Google Analytics 360 marketing cloud suite and how the company approaches machine learning.

While almost two-thirds of bad bots worldwide behave like bots, roughly 40% are able to mimic human behavior, according to 2015 research.

Chris Ciccarello, senior director of pricing and customer analytics at Farmers Insurance Group, explains how predictive analytics help strengthen the brand's personalization efforts.

Consumers are regularly turning to their mobile devices to search, and personal assistants like Siri can help them in the process. But according to research, few mobile phone owners actually use a voice-controlled personal assistant regularly.

A typical brand now has a staggering amount of data in its arsenal, and the marketing department’s goal is to use that data to deliver more effective results than ever before. Enter predictive marketing, which uses machine learning to deliver more accurate insights about how best to encourage sales from existing and new customers. Topics in this webinar include: What marketers are doing with predictive models; How many companies have moved toward predictive marketing, and how far along they are; What the return on investment (ROI) of predictive marketing can look like; Which challenges are proving difficult for adopters of predictive marketing.

eMarketer analyst Jillian Ryan shares her advice for marketers new to predictive technology.

David Raab, principal consultant at Raab Associates, told eMarketer what to expect from the onset of the age of artificial intelligence.

Josh Sutton, global head of the artificial intelligence practice at Publicis.Sapient, talks about the current state and future potential of using artificial intelligence for marketing and advertising.

Jason Widup, senior director of demand generation and marketing operations at Getty Images, explains how the business-to-business (B2B) company uses predictive capabilities to identify opportunities in its pool of current customers and beyond.

Matt Heinz, president of agency Heinz Marketing, spoke to eMarketer about why B2B marketers should use predictive technology.

Vincent Brissot, global chief marketing and communications officer at HP Inc., talks about how the computer and printer manufacturer improved its recommendation engine with predictive and prescriptive tools. [Editor's Note: Brissot is now head of channel marketing and operations at HP.]

Predictive marketing is becoming important among marketers. In fact, more than six in 10 executives worldwide said that achieving a more complete view of the customer helped them more accurately predict customer needs and desires. That made it the leading benefit of a unified customer view.