Data Driven to AI Driven

Artificial Intelligence (AI), machine learning (ML), and data and analytics drive transformative opportunities for organizations as they explore more profound insights and new data possibilities.?

Ronald van Loon is an Adobe partner and has the opportunity to discuss and review the Adobe guide “Data, Insight, Action: Machine Learning and AI for Market Analysis.” This guide is an important stepping stone for organizations who need to embrace AI capabilities but don’t know where to start deriving value from their technology with their business goals.?

This guide demonstrates how to use AI and ML for marketing analytics, written from the perspective of actual data and analytics professionals.

The Evolution of Data Maturity to Becoming AI Driven

“When data projects are treated as purely technology projects, rather than focusing on delivering value to the business, they fail.” -Simon Asplen-Taylor, CEO Datatick

One of the most significant value drivers of this guide is it helps organizations maximize the opportunities presented by their data maturity, which is an integral component in integrating AI into your business goals and objectives.

Businesses can begin to explore new modern use cases, essentially moving from data-driven to AI-driven:

• Reducing customer churn: AI can find trends and anomalies to spot high risk customers who are likely to churn.?
• Enhancing individual customer messaging: AI can even personalize anonymous users based on consumer behaviors instead of individual consumer profiles.?
• Improving customer engagement: AI can identify customer engagement levels to detect at risk customers, which enables marketing teams to personalize experiences to create higher lifetime value.?
• Real-time personalization: AI assisted analytics helps marketers create automated campaigns that target relevant content to increase conversation rates.?
• Contextual recognition: AI and machine learning enable real-time personalization in microseconds to deliver personalized experiences across all channels.?

As organizations strive to implement AI driven solutions like predictive machine learning and AI-assisted decision making, they embrace developing a single customer. Solutions like an advanced data consolidation platform, like a real-time CDP, offer advanced marketing capabilities, automated data governance controls, and flexibility compared to traditional data lake systems.?

As organizations begin to grasp the value of their data and make the switch from data driven to AI driven, they are involving intelligent interconnected systems for consolidation, analytics insights, and engagement.?

Enabling a Data Journey

"With the ever expanding multitude of data sources, online and offline, and strengthened privacy regulations in a cookieless future, data analysts will be challenged to provide insights and a 360-degree customer view."

-Yves Mulkers, Data and Analytics Strategist

Since data scientists spend 45% of their time on data preparation, automation becomes an essential component of data maturity for data cleansing, eliminating duplicates, and self-service reporting, so that more time can be spent on analysis.?

Businesses like the Coca-Cola company are embracing automation to become fully AI driven to deliver personalization at scale to their customers, whether dealing with smaller mom-and-pop stores or large restaurant and grocery chains.

This enables Coca-Cola’s marketing technology teams to focus on automation and standardization for different markets and regions around the world.?

Businesses like Coca-Cola are embracing modern platforms and solutions like Adobe Experience Platform (AEP) and Adobe Real-time Customer Data Platform bring no-code analysis capabilities into the hands of everyday users who can use data to drive decision-making without additional developers and resources.

Organizations can focus on the big picture of using data to drive revenue and achieve business focused outcomes, essentially democratizing data, even for non-technical data users.??

These intelligent solutions are tailored to the data of each unique organization so businesses can orchestrate and automate customer journeys in correlation to real-time customer behaviors and business determinants.? ?

Data Driven to AI Driven

Discover how to fully embrace Artificial Intelligence (AI), machine learning (ML), and data and analytics by checking out the full guide from Adobe.