How Data Science Is Disrupting The World Of Marketing

The last five years have witnessed an incremental shift in the mindset of what Artificial Intelligence can do to optimise marketing efforts for corporations globally. We've seen how more recently, Big Data has progressed from being a mere competitive advantage to a prerequisite that is now an integral part of the marketing circle – from developing creative campaigns, running them through the right channels and measuring the impact. The availability of inexpensive analytics tools based on machine learning methods is driving marketers to pump out extensive datasets and colourful reports. It's akin to outsourcing the simpler, repetitive tasks through intelligent automation to let the marketers make decisions based on machine learning, preconfigured rules and algorithms. From a work standpoint, this means a significant amount of the decision-making executives' time is freed up to do more important tasks that require human input and focus.