Artificial Intelligence for Marketing by Jim Sterne

Author:Jim Sterne
Language: eng
Format: epub
ISBN: 9781119406365
Publisher: Wiley
Published: 2017-08-21T13:58:02+00:00

It's also clear to see how this information can be used to personalize the ads prospects see online, the customer experience they encounter on a website, and the script presented to a call center representative.

Rather than simply trusting that senior executives are reading Forbes' website, Dell works with 6sense and Forbes to customize specific messaging for specific people at specific companies depending on where they are in the consideration and buying process for a specific product. Third‐party data and AI can more accurately predict intent than simple keyword search behavior.

How much third‐party data is needed? Radius asserts that its systems consider more than 50 billion (with a b) signals against more than 18 million businesses in the United States (Figure 4.7).

Figure 4.7 Radius tracks more bits than you can keep in a file cabinet.

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