Martech: Predictive Marketing

  • The death of prediction

    … is knowing if and when you have a blind spot in that data — which is tough, because not knowing about it is exactly what makes it a blind spot. The same holds true for predictive analytics and their use in marketing. Our ability to predict something — like a revenue outcome or the performance of a sponsorship — improves exponentially when we’re…

    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…

    Marketing Land- 14 readers -
  • Optimove adds an intelligent agent for self-optimizing marketing campaigns

    … at a web page on casual shoes, and then later see a follow-up ad from Optimove on Facebook for those shoes — the same ad that everyone else in her micro-segment of similar attributes and behaviors sees. The new Optibot is designed to shake things up a bit, addressing what Yakuel told me was a “tension” between data scientists and marketers. Data…

    Marketing Land- 13 readers -
  • With brains like Einstein’s, who needs marketers?

    … far among marketing/sales tools, it is only part of the wave. There may be running disputes as to what processes actually deserve the name “artificial intelligence,” but it’s clear that most marketing and sales tools offer or will offer one or more of these capabilities: predictive lead scoring to target the most likely customers predictive…

    Marketing Land- 13 readers -
  • Salesforce introduces Einstein — an AI layer for all its clouds

    … of which have their own built-in or added-on intelligence — is automation intelligence, Gartner VP Ruth Salaam told me. Salaam noted that Adobe, as one example, has also invested heavily in advanced analytics and intelligence in its Marketing Cloud. But, she added, there are several potential advantages in the Salesforce platform, moving forward…

    Marketing Land- 11 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- 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- 16 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- 18 readers -
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