Why Marketeers Can no Longer Rely on Their Own Data

Elliot Holding, cloud account manager at Cloud Technology Solutions, looks at why collaboration is key for a truly data-driven marketing strategy. The marketing industry is constantly looking for new innovations and ways to drive strategies and influence consumer behaviour. The adoption of technologies like machine learning (ML) and artificial intelligence (AI), which is expected to completely shape the market, holds one of the biggest opportunities for the sector. These technologies are already helping brands uncover new information about their existing and prospective customers, shaping how organisations are targeting consumers. Predictive analytics is a prime example of this.