Analytics And Machine Learning: Catalysts Of Change In Marketing Arena

Marketing typically has the largest discretionary budget in any organization because of the variety of activities we do, but now it also has the largest discretionary technology budget. That shift of dollars away from IT has been causing tensions for some time, but marketers now must be at the head of the table when purchasing everything from CRM, to business intelligence and analytics tools, to ecommerce platforms, and of course the website. Just like technology, customer experience budget and planning will move more towards marketing--as will customer satisfaction KPIs. The entire customer journey from pre-sale to customer advocacy is part of the overall brand experience. "Predictive analytics driven by AI and machine learning are going to change the way we do just about everything" One of the biggest obstacles marketers still run into is resistance to change.