Martech: Predictive Marketing

    • Machine learning is marketing’s future

      When you hear “artificial intelligence” or “machine learning,” what comes to mind? A complicated technology that demands deep domain experience or a degree to use? This was once the way technology worked; only a select few had access. But innovation has a funny way of changing things. What might seem out of reach today can become widely accessible tomorrow — just look at the ...

      Marketing Land- 27 readers -
    • Salesforce explains why, when it has Einstein, it needs Watson’s intelligence

      IBM’s logo for Watson The artificial intelligence namesakes for Einstein and IBM CEO Thomas Watson are getting together. IBM’s Watson intelligent platform is being made available within Salesforce’s Marketing, Service, Sales and Commerce Clouds. Announced recently, the companies’ global strategic partnership is designed to add Watson’s brand of intelligence to the Einstein ...

      Marketing Land- 22 readers -
    • IBM’s Watson helps turbocharge Rocket Fuel with more brainpower

      IBM’s logo for Watson The predictive marketing platform Rocket Fuel began in 2008 as a demand-side ad-buying platform, with artificial intelligence (AI) helping to steer ad placements from the start. It now also employs its AI to help inform marketing decisions made through other channels, such as selecting the most effective content for website visitors or choosing the be ...

      Marketing Land- 14 readers -
  • 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

    … 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…

    Marketing Land- 15 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- 15 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- 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 -
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