Articles


The Automation of Marketing

Abstract: Today, the average campaign response rate is less than 1 percent and with the emergence of artificial intelligence (AI), traditional marketing is wading into troubled waters because the waves of strategic campaigns, the retargeting, the real-time media buying, and personalized emailing are not moving the marketing needle as they used to. The robotization of shopping and marketing is changing how brands compete for consumers. The real opportunity in marketing today lies in redefining the customer relationship rather than in cutting costs. In the future, humans might only be needed in the consumption phase of the buying cycle and purchasing decisions could be left to IoT-connected bots that order products for the customer. These products will then be delivered by anticipatory systems that understand when orders are to be made. For companies to succeed in this environment they need to make the marketing, ordering, and delivering process as seamless as possible, not just for the humans who will consume the products but also for the bots who will order them. 




Personalization the Artificial Intelligence Way

Abstract: We seem to be living in the age of AI. Everywhere you look, companies are touting their most recent AI, machine learning (ML), and deep learning breakthroughs, even when they are far short of anything that could be dubbed a breakthrough. Unfortunately, this excitement can’t always be translated into quantifiable success; only 1-in-3 AI projects are successful, and it takes more than 6 months to go from concept to production. These odds might be low, but the payoff can be huge and well worth the cost.  It is imperative for companies to have both a single view of the customer as well as a single view of their media.


Capacity Planning in Marketing

Abstract: Capacity planning or capacity management is the process of determining the production needed by an organization to meet changing demands for its products and services. For marketing departments, the key to capacity management is to counterbalance the right number of users and the right performance at peak usage to ensure a great end-user experience. Rather than waiting for a dream solution to materialize, marketers need to find a system that enables them to make better decisions and support those decisions with verifiable data.

The Flexera 2020 State of the Cloud Report showed that organizations were wasting 30 percent of their cloud spend. IT capacity planning, which involves estimating the storage, computer hardware, software, and connection infrastructure resources required over some future period of time, should be able to help reduce wasted capacity. A common concern of enterprises is whether the required resources are in place to handle an increase in users or the number of interactions. Capacity management is concerned with adding CPUs, memory, and storage to a physical or virtual server. This has been the traditional and vertical way of scaling up web applications, however, IT capacity planning has been developed to forecast the requirements for this vertical scaling approach. In the context of capacity planning, design capacity is the maximum amount of work that an organization is capable of completing in a given period. In a nutshell, capacity planning aims to reduce unnecessary resources while utilizing necessary resources at full optimization.

This paper explores a capacity planning solution that can predict upcoming costs with advanced predictive analytics and forward-thinking what-if scenario modeling that can produce a healthy ROI as well as help companies go green.



Integrating Social Media with Mobile, Online and Other Marketing Channels

Abstract: While the traditional model of blasting messages to customers and potential customers is fading, a new model has emerged. The same customers who are tuning out the formulaic advertising messages of yesterday are now tuning in to their own personal world of social media for product and marketing advice. Being ‘social’ means being available for real-time marketing, real-time customer service, and real-time user analytics.

The combination of mobile and social media marketing is powerful because it represents an interactive cross-media channel that allows consumers to move instantly from ad placement to point of sale, anytime, anywhere. Together, mobile and social technology are not only transforming how people communicate with each other but also how advertisers and marketers are communicating with them. By mining conversations across multiple social channels, sentiment analysis can help create strategies and engage new customers, while also revealing important insights into a company and its products. This new reality offers a great opportunity to any company willing to step into the world of mobile and social media marketing.


China’s Social and Mobile Companies Set to Shake the Tech World

Abstract: The days of China simply being a country that copies, pirates and counterfeits US and European technology is coming to end. Platforms like social and mobile are at the forefront of China’s current technological revolution. We are truly living in an interconnected world and this interconnectedness is creating a whole host of ways to market a product and/or a service. Chinese blogs, micro-blogs, content communities, social networking sites, virtual game worlds and virtual social worlds are leading this new technological revolution. Companies like WeChat, QQ, Weibo, Hexun, Youku, Jiepang, Qieke, Ushi, Taobao and Ku6 are all experiencing exponential growth. In China, the competition for consumers is incredibly fierce, especially in the social media space. This competition, however, does have a dark side: many companies regularly employ ‘artificial writers’ to seed positive content about themselves online and attack competitors with negative news they hope will go viral. On the e-commerce front, Taobao has formed a synergistic partnership in which store owners on Taobao create accounts on Weibo and utilise it as a channel to market their products and communicate with customers. On the virtual social world front, China might also be leading the world with sites like yy.com, which have figured out a way to monetise karaoke. Technology has always moved at the speed of light, but today the barriers of culture, language and communication are falling by the wayside and China is finding itself at the forefront of this new technological revolution.



Real Time: The Next Frontier for Analytics

Abstract: In 1999, ’The Cluetrain Manifesto’ warned that ‘markets are conversations’. Finally, some 15 years later, software, hardware, mobile and social media vendors have come together to provide tools that allow companies to join and manipulate the conversation. This paper provides a quick overview of the available hardware and software solutions; a discussion of the in-memory landscape, including the strengths and weaknesses of the competing products; and a summary of the latest developments in the social media monitoring space. Given the importance of personalisation and one-to-one advertising for increasing traffic, raising customer conversion rates and increasing average order value, these systems can either be a company’s best friend or its worst enemy.

Forbes


AI Is The Missing Ingredient To Improve Your Marketing

If you know your customer and you know your company, you need not fear the results of a thousand email blasts. Although this is obviously a play on Sun Tzu’s famous quote about defeating one’s enemies, perhaps if he was a marketing warrior today, he might think it accurate. Those two dictums – ‘know your customer’ and ‘know your company’ – are not of equal weight, of course. It is much easier to know your company than it is to know your customer, but they are similarly important when it comes to successful marketing. And A.I. can help in both cases, especially the latter.



Getting Your Data House In Order: Democratizing Data

2020 will go down as the year the modern era met its first pandemic. COVID-19 hit with a vengeance few would have imagined just 12 months ago, hammering the worldwide economy on a scale not seen since the global war that rocked the world economy over 70 years ago. If COVID-19 has done anything good for business, it has given us the ability to pause, take stock of our position and place in the world – including our place amongst our business peers and competitors – and to reflect upon the future.

Before COVID-19, the pace of business was frenetic. It was a 24-7, 365-days-a-year, gotta reply to the instant message I just received world. It was global, multi-lingual, increasingly demanding, hard to keep up with, and almost veering out of control.


Is Time Running Out On Personalization?

In its December 2, 2019 press release Gartner Predicted 80% of Marketers Will Abandon Personalization Efforts by 2025, Gartner claims that a vast majority of companies will ditch their personalization efforts because the ROI justification wasn’t there. The other 20% will find the customer data management aspect too difficult to surmount, which might also be a sad statement on the IT affairs of the companies Gartner surveyed. But there is something to this study. Have IT departments become too complicated to utilize their data properly? Are today’s software offerings just missing the mark on personalization? With a technology offering so much potential, surely throwing in the towel on personalization seems like an epic failure of both imagination and technological enterprise.

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