How marketeers can use data for predictive campaigns #DMWF Series Site

Campaigning is often based on feeling or experience by marketeers, but the speed of digital developments are forcing businesses to rapidly adapt to the new needs of consumers created by digitization. Of course, marketeers can't leave their data out of the equation nowadays, however this remains a struggle as this often calls for allocating expensive resources such as data scientists. Luckily, technology is catching up on the smart brains of data scientists. So what does this mean for the future of campaigning? And how can big data, machine learning and artificial intelligence be used to improve campaigns?