AI is one of the most rapidly evolving segments of technology worldwide. As more companies adopt it in some form, its influence only continues to grow. Of course, this raises the question of what AI means for the future of marketing.
This series of articles looks at several tangible ways AI can improve your marketing approach. Today, we’ll examine the potential role of AI in data analysis and marketing automation.
Marketing involves collecting, sorting, and using a lot of data. What exactly this data is used for varies. However, one thing holds true: raw data is not particularly useful. The collected data must be examined, refined, interpreted, and connected to other information to boost your marketing efforts. And what happens if your company’s data analytics expert is unavailable, or worse, you don’t have one?
Recent developments show promise in using AI to help your marketing team make the data more usable. This is especially true for those with a firm grasp of marketing analytics fundamentals but less than ideal experience using complex data analytics software.
What Can AI-Driven Data Analysis Do?
An AI can read a detailed spreadsheet of data in seconds. The tool can then assist with several key marketing functions that offer particular value.
First, an AI can perform a rapid quality check on your data and confirm if it’s accurate and usable. An AI can also highlight any potential errors or instances of anomalous or “dirty data” to remove and suggest improvements for future data collection.
Second, AI-assisted data analysis allows for detailed predictive analytics to be developed much faster than before, and compare the results with industry benchmarks. This allows your team to more accurately guess which direction the market may be going and what consumers will want in the near future. This leads to better decision-making that’s far more likely to capture and retain customer interest. It also saves precious time, allowing your team to be among the first to identify and capitalize on an upcoming trend.
Third, AI-driven customer data analysis allows for increased personalization. An AI tool can make connections or inferences from data points that a human might miss. It can also consider every minute piece of information, even things that might not seem immediately helpful. The result? Your marketing team can explore and construct more detailed customer profiles and create content that speaks directly to a customer’s pain points.
Finally, AI can simply uncover new insights from collected data that aren’t readily apparent, even things some expert data analysis might overlook. If you understand what the data contains but aren’t sure how to narrow it down to what you want, an AI can be an excellent tool.
Remember: while AI-driven data analysis offers valuable help to marketers who aren’t experts, the results still require human review and validation. AI still makes plenty of mistakes. Your data analytics expert can help locate and fix errors in the AI’s results.
Should You Consider AI Data Analysis?
If your business handles significant amounts of data, your team can benefit from using AI to do the busy work. Not only does this free up time, it also allows for more personalized marketing efforts and even unearthing new insights that a human might have overlooked. And AI isn’t going anywhere. Now is an excellent time to look into AI data analysis for your marketing team.
For expert help getting your AI data analysis system off the ground, get in touch with us today.
