How AI-Driven Measurement Can Drive Bottom-Line Results For Marketers
In this opinion piece, Datorama CMO Leah Pope (pictured below), explains why marketers shouldn’t view artificial intelligence (AI) as a silver bullet, but as a complement, to their campaigns.
Today, it is easy for marketers to become overwhelmed by the volume of their data, but that’s only the start. With an ever-increasing number of channels being used by customers, marketing professionals are stretched thin trying to better understand what makes them tick. As reports indicate, marketers have doubled their spend in social media marketing strategies. This is one data point that reflects how marketers are trying to connect with their customers while trying to expand their lines of communication across new channels.
It’s no wonder why AI is being welcomed by marketers across Australia. Although AI is not a silver bullet, it can be thought of as a marketing enabler that delivers results through automation. Despite AI’s rapid growth, we’re still in the early days of its adoption – for example, only 15 per cent of customer service interactions are expected to be completely handled by AI by 2021. While AI is great at handling very specific tasks such as data integration, fraud detection, and billing, it becomes like a fish out of water when greater context is required.
This is why AI should be thought of as a complement to marketers and their campaigns.
Business leaders who adopt AI early will thrive in a market where competition races to adopt the latest technologies in the most impactful ways. The greatest value of AI will come from the behind-the-scenes data and insights it produces and uncovers, which will prove priceless for business strategy.
Savvy marketers will be empowered, not overwhelmed, by data
The old way of doing things simply isn’t sustainable anymore. Receiving performance reports of individual channels can leave marketers with dated and irrelevant data that is difficult to action. This creates missed opportunities for campaign optimisation and customer engagement, which needs to happen at the pace of doing business in a digital world. For example, marketing needs to be able to speak to the customer in a brick-and-mortar store who is cross-shopping online via their mobile device.
With 62 per cent of professionals expecting to use AI in the workplace by the end of 2018, using AI to act on data in the marketing organisation is only going to become more prevalent. Furthermore, 80 per cent of people believe that unlocking creativity is crucial to business growth. Therefore, by allowing marketers to spend less time number crunching and allocating more time to focus on producing creative marketing campaigns, this places marketers in the driver’s seat to deliver on greater performance.
The benefits of cross-channel measurement
A cross-channel perspective makes it easier and faster to understand the overall impact of a campaign based on business objectives and key performance indicators (KPIs). Rather than starting with the analysis of the number of banner clicks at a certain time in the day, marketers should be able to see in one dashboard how sales were affected and how they compare to pre- and post-campaign activities. With the latter view, marketers are still able to drill into the detail if needed.
In addition to saving time on analysis, this also aids marketers significantly in their own internal reporting, as KPI-based efforts are simpler for stakeholders to digest and set future goals against.
With greater transparency into cross-channel performance, marketers can also generate better opportunities to optimise the ROI of individual channels, which translates into the shifting of marketing spend to the highest performing channels, content, creative, audiences and customers. This is especially noteworthy as consumers don’t use their devices equally.
Taking an integrated approach across their technology stack enables marketers to gain a holistic view of what their campaigns are really doing. Not only will this allow marketers to optimise their campaigns at the pace of doing business today, but it also allows for more creative and effective strategies to be developed. In turn, this will build stronger relationships with customers and, ultimately, drive bottom-line results.
Please login with linkedin to comment
AI AI measurement artificial intelligence Data Datorama Leah PopeLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.