Martech: Predictive Marketing

    • With brains like Einstein’s, who needs marketers?

      Last week, Einstein went to work for Salesforce. The company enlisted the name of the smartest person ever to brand its new platform-wide layer of artificial intelligence. While computer intelligence is not foreign to parts of Salesforce’s clouds, this massive commitment means that advanced computer intelligence will now be embedded throughout the company’s tools.

      Marketing Land- 12 readers -
    • Microsoft Dynamics 365 adds predictive lead scoring from Versium to its B2B CRM

      Versium’s visualization of a combined business and consumer predictive profile. Last month, Microsoft boosted its Dynamics 365 customer relationship management (CRM) system through a new alliance with Adobe’s Marketing Cloud. This week, Microsoft and predictive analytics firm Versium are announcing a new integration that boosts the CRM’s ability to highlight which individu ...

      Marketing Land- 10 readers -
    • Optimove adds an intelligent agent for self-optimizing marketing campaigns

      Marketing optimization at scale, as visualized on Optimove’s website Micro-segmenting marketing platform Optimove is the latest marketing tool to add an intelligent assistant. The Israeli company, founded in 2009 and headquartered in New York City, has launched Optibot, which it describes as “the marketing industry’s first CRM [customer relationship management] optimization bot.

      Marketing Land- 11 readers -
  • Salesforce introduces Einstein — an AI layer for all its clouds

    … of the world’s most famous smart person, in an effort to embed a new level of smartness into all of the company’s clouds — Sales, Marketing, Internet of Things, Community, Service, Commerce, and Analytics. Additionally, a new Salesforce Research group is being launched, charged with developing new deep learning, natural language processing…

    Marketing Land- 7 readers -
  • Predictive scorer Infer launches “first account-based behavior scoring”

    … Infer’s visualization of its new Behavioral Account Scoring Infer makes its living by generating predictive scores about which individuals and accounts are likely to become or stay customers. This week, the Mountain View, California-based company enlarged its capabilities with what it described as the industry’s first behavior-only…

    Marketing Land- 4 readers -
  • Amobee Triggers activates campaigns based on a mix of online & offline signals

    Marketing technology firm Amobee, a subsidiary of Singtel, has launched Amobee Triggers to enable advertisers to activate campaigns in real-time based on combination of online situational signals, offline data and brand engagement insights. In addition to taking elements like device and location into consideration, Amobee Triggers can incorporate data such as weather, financ ...

    Ginny Marvin/ Marketing Land- 6 readers -
  • 3 ways marketers can use speed to their advantage

    … conditions, marketing executives are building data-driven organizations and using technology to build responsive marketing departments. For example, predictive analytics provides marketers with an ability to proactively see things before they happen using sophisticated data models and data science talent. To respond thoughtfully and quickly to events…

    Marketing Land- 11 readers -
  • The evolution of marketing platforms: From automation to journeys

    … In the beginning, marketing automation platforms grew other channels and tools around their core of email marketing. The basic mode involved if/then rules: if a customer takes this action, show this response. But creating overlapping campaigns using if/then rules becomes very complicated very quickly, especially when you’re talking about…

    Marketing Land- 17 readers -
  • “First automated trend forecasting platform” predicted the Rainbow Bagel

    … in 2013: the rise of the minimalist lifestyle, the success of Chef Ray Garcia (who recently won a Chef of the Year award), and the trends of Millennials traveling solo and more women smoking cigars. Khoshgozaran suggested that such forecasting knowledge could be useful on many marketing fronts, such as a video network looking to create content…

    Marketing Land- 9 readers -
  • Startup Grey Jean launches AI-powered personalization platform

    … to assist geo-targeting and for helping to assemble general behavioral profiles. Many platforms these days promote their machine learning and/or artificial intelligence-driven personalization or predictive marketing capabilities, and their skill in delivering the next best offer. Boomtrain, for instance, uses machine learning for its predictive…

    Marketing Land- 9 readers -
  • Adobe pumps up its Marketing Cloud

    …. Based on behavioral and other data, this scoring assesses the likelihood that such users might return to the site, so emails or other marketing can automatically send out incentives like discounts to the most likely returners. There’s also now what Adobe calls “Predictive Subject Lines,” a beta feature that Kamath described as a kind of word…

    Marketing Landin Display EMail- 12 readers -
  • EverString now lets marketers create their own “lookalike” segments

    … A visualization in EverString of a lookalike predictive segment. EverString is becoming more self-service. The San Mateo, California-based predictive marketing provider has announced the next generation of its Decision Platform, now called the Audience Platform. Its main new feature: the ability for users to upload, say, a list of 20 company…

    Marketing Land- 5 readers -
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