Lattice Engines, a provider of account-based marketing tools driven by artificial intelligence, on Thursday announced the launch of Lattice Atlas, positioning it as the first customer data platform for ABM. The new platform synchronizes all customer data across a single, integrated view, the company said, making it easier for customers to see their data, no matter the source. Customers often have to view data across multiple tools and workflows -- for example, in order to compare data with existing versus new customers, noted Nipul Chokshi, vice president of product marketing at Lattice. "We realized that our customers needed a customer data platform that unifies all data," he said, one that "enables AI-driven audience creation as well as omnichannel activation and personalization all in one centralized place, and provides enterprise grade marketing governance." The new platform employs the ABM identity graph, using patent-pending adaptive match technology to resolve identities by matching first-party to third-party data in Lattice Data Cloud, which has more than 20,000 curated insights, Chokshi added.

On first hearing, "machine learning" and "Artificial Intelligence" sound like technologies that will replace people. Computers will find people and sell them stuff they want, so who needs humans in marketing? Well, it turns out that you do. Computers can do the scut work of counting, but only humans can truly say what counts. Marketers are not going to be replaced by automation, but they can make best use of it so long as they know what it can do and can't do, just like any other tool.

On first hearing, "machine learning" and "Artificial Intelligence" sound like technologies that will replace people. Computers will find people and sell them stuff they want, so who needs humans in marketing? Well, it turns out that you do. Computers can do the scut work of counting, but only humans can truly say what counts. Marketers are not going to be replaced by automation, but they can make best use of it so long as they know what it can do and can't do, just like any other tool.