AI empowers marketing teams with clarity
5/30/2022
Social Media

AI empowers marketing teams with clarity

Organizations now operate in a world of short attention spans. Customers and brand marketers are inundated by a plethora of data and information, making them overstimulated and preoccupied. Determining what data to pay attention to and how to act on it quickly and efficiently has been impossible for businesses. Until recently, that is…

AI has recently made substantial progress in marketing, utilizing it for many years to transform other sectors’ operations. Brands that embrace AI and, most importantly, decision intelligence to guide their marketing strategies may transform marketing from a field of guessing and uncertainty into a function with actual commercial value. In other words, AI solves marketing's most serious issue: the lack of clarity.

Humans like to hoard things, and data is not an exception

These days, marketing executives are so overloaded with data that they can't see the forest for the trees. The path to this point has been traced back to human history. Humans began as foragers and battled for food, culminating in famine. Then came the agricultural revolution when we had too much bread but not enough land. We had plenty of both next, with a scarcity of capital. We've now left with a scarcity of attention as we near the end of the capital constraint era.

Brand managers have an almost limitless number of options to choose from daily, owing to the numerous variables influencing brand performance: communications, merchandising, packaging, distribution, promotion, pricing, and other factors. The possibilities of decisions brand managers could make in any given year when everything is added up totals to around two billion options. Even the most talented CMO can't always be expected to make the best decision without data that indicates whether it will pay off. Organizations require a strong marketing department and AI to support them.

Decision intelligence for marketing

Actionable insights are valuable, but actionable decisions are much more practical. That is why decision intelligence will be what shapes AI and solves marketing's uncertainty problem. Marketers must clearly understand what to do so that their actions are causally linked to specific results.

"Half of what I spend on advertising is wasted;
the problem is that I'm not sure which half."

John Wanamaker

According to Gartner's annual CMO expenditure survey, The State of Marketing Budgets 2021, marketing budgets are plummeting to their lowest levels. This indicates that CMOs and marketing managers must take great care in how they spend their money. Decision intelligence allows marketers to look beyond correlation and consider causation. With this perspective, marketers can make data-driven decisions that demonstrate causal connections between activities taken and outcomes obtained. This evidence of return on investment will be increasingly crucial as the marketing industry – including companies and their administrators – is held more accountable for real results.

Clarity and ROI

If you're not using AI for marketing, now is the time to start discovering how it can help your efforts. To compete in a market where others will soon have an AI advantage, brands that aren't utilizing AI for marketing should look into its advantages. Today, most marketing data is decentralized, yet technology may combine diverse data sources into a single centralized location. Brands can use AI to analyze the data and determine any proposed marketing strategy's potential return on investment before investing in their budget.

When you combine AI and decision intelligence with brand options that number in the billions of possibilities, marketers finally have only one clear and correct option. Welcome to the era of clarity.