Page 14 - AeM_January2021

BEST PRACTICES & STRATEGIES

Artificial Intelligence and Automation

in Marketing

Artificial intelligence (AI) and marketing personalization include models for product
automation (MA) are two advanced tools that allow recommendations, dynamic websites, self-
marketers to optimize tasks across the whole optimizing campaigns (where the model
marketing spectrum. determines the best treatment from a multivariate
test for each individual customer) and personalized
Artificial intelligence (AI) and marketing automation messaging via chatbots.
(MA) are two advanced tools that allow marketers to
optimize tasks across the whole marketing spectrum. • AI can also be used to recommend content to
marketers as they build their campaigns. Use
For instance, AI can be used for many applications cases around this application focus on tone of
within marketing such as: voice recommendations as well as reviews and
image recommendations.
• AI can be used as a tool to provide data insights,
specifically for marketing teams who do not have • Scheduling is one of the most common uses of AI
access to data engineers: e.g., AI models can in marketing, a subset of ‘’campaign
identify patterns in customer data and recommendations’. With each customer preferring
autonomously cluster customers based on those to receive communications at their own time, and
patterns; or AI could support result analysis by based on everyone’s open and click patterns, send
helping discover the impact campaigns had on time optimization algorithms have become a
different KPIs by powering analytic models such as popular capability in marketing automation
marketing mix modeling and multi-touch attribution. software.

• Personalization is a common use case of AI in • Leveraging AI for programmatic advertising
marketing, too. Due to their scale and speed, AI provides great benefits for marketers. By analyzing
models are particularly helpful when needing to data in real-time, AI models can help predict
identify customer preferences and personalize results of campaigns for different audiences, adjust
content in real-time. Common use cases for AI in bidding strategies to maximize ROI and match

14 January 2021: AI & Automation in Marketing