Powering Person Based Marketing via Artificial Intelligence

Market research authored by David Daniels (formerly of Forrester Research and Jupiter Research), and other analysts from The Relevancy Group. Sponsored research can be downloaded with registration. Other titles can be purchased for a fee or save and subscribe to our research. Get access. Ask the analyst; Get Access to Answers.

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  • Sponsored by Zeta Global

    Written by David Daniels with Nicholas Einstein Zeta Global, Marketing Platform, AI, Person Based Marketing, Artificial Intelligence, Customer Experience

    About: Published in April 2018, The Relevancy Group survey data proves that those that are using AI to personalize email marketing at the individual level are more successful than marketers using human-curated personalization content at the individual level. 

    Executive Summary: 
    The Relevancy Group survey data proves that those that are using AI to personalize email marketing at the individual level are more successful than marketers using human-curated personalization content at the individual level. AI makes it scalable. Marketers that use AI are driving higher revenue per subscriber. Twenty-eight percent of marketers state that utilizing real-time data is the third most important priority in 2018. Marketers must move to this approach or risk being left behind. Sixty-eight percent of marketers state that their ESP cloud solutions offer an AI personalization solution and over the next year, The Relevancy Group believes this market segment will see the greatest adoption. AI deployment satisfaction correlates with confidence of improvements to the customer experience
    Sixty-four percent of marketers that have deployed AI personalization solutions are very satisfied or satisfied with their AI implementation. Marketers must have a goal-oriented implementation and training roadmap to ensure the success of their AI personalization efforts. Moving to an individualized experience powered by AI requires expert agency services that can guide marketers through D (Data), I (Identity), S (Structure), A (Analysis) driven change. A February 2018 executive survey by The Relevancy Group found that just 35 percent of organizations have a centralized, i.e. integrated repository for client data. When we asked marketers for their top five data used for AI personalization they reported the following: Demographics (48%), Geographic data (48%), past purchase behavior (41%), loyalty club status (32%) and first-party profile data (29%). In 2017, The Relevancy Group found that 43 percent of companies were utilizing a combination of probabilistic and deterministic matching and another 38 percent intend to adopt this in 2018.


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