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RESEARCH, ANALYSIS & TRENDS

Life is too complicated for

an algorithm

Technological progress or not, without the interpretation come in general relatively quickly to our minds. Thanks
ability of the marketer there would be little usefulness to Hollywood! There, the machines operate on a par
with a large part of collected data. In short, humans still with men or are even superior to them. With today’s
come on top and not machines, although data is kind of digital marketing solutions, however, these cyborg he-
gold and a key success factor in the digital marketing of roes have barely something in common, as a view into
the future, because companies today have increasingly the daily practice proves: If I am looking for a cell
access to sophisticated technologies to address each phone, I am usually searching for several weeks online
customer individually based on data. for information before buying. However, if I just bought
one, I have no more interest and perhaps I am even
However, it should be clear as well that even the best annoyed when I am still getting digital ads displayed for
marketing platform alone cannot work miracles and mobile phones. A software cannot understand that by
campaigns cannot run successfully without the exper- itself and such shifts in the behavioral profile of the cus-
tise of marketing professionals. Modern data androids tomer are mathematically very difficult to handle.
achieve their greatest benefits mainly when used for
automatic data acquisition, storage, classification and Analytics cannot foresee people’s actions
synchronization. Still, they are not ready for world domi-
nation over the digital marketing reign, as the analysis Tools will probably never completely autonomously be
is still not fully possible without human beings. able to foresee a human being, because he/she does
not always behave consistently and according to some
Automation vs. creativity equations, since exceptions are always possible. The
magic word here is consumer insights, which means an
When thinking of smart technologies, the futuristic "man interpretation of the data collected about the target au-
vs. machine" scenarios à la Terminator and Robocop
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