Expert: Why machine learning automation is crucial for brands - Advertising - BizReport

"Because businesses are transactional in nature, leveraging machine learning and automation allows businesses to make simple point transactions while scaling human talent, this means that sales, and other front-line representatives, are able to focus their time on working on some of the more engaging or complex interactions with clients," said Jamie Anderson, CMO, SAP Hybris. "Algorithms are able to learn from existing data, bringing forth the most relevant data at the appropriate time. Machine learning enables more efficient ecommerce interactions with a customer, thus making more transactions possible at any given time and boosting sales overall." "Many organizations are dealing with disparate data sources, with data siloed across departments, which means that insights pulled are often not fully representative of the company's transactions or most recent behaviors. Platforms that can aggregate data to deliver a live customer profile that is constantly evolving with their needs are key for today's marketers to ensure the customer data they possess is updated in real time and reflects evolving interests and preferences," said Anderson.