While artificial intelligence (AI) has been around for years, its resurgence in the digital marketplace is not a coincidence. AI is transforming marketing by enhancing current analytical capabilities to better understand customers and deliver the best experiences like never before – and fast enough to differentiate your business. This paper explores six ways that AI can help marketers improve their marketing effectiveness, including increasing digital intelligence by integrating web analytics data with multichannel data to gain a comprehensive view of the customer for better personalization and engagement.

The world of marketing and the world of advanced analytics have been winding towards each other for years. TDWI research indicates that marketing is often one of the first areas in an organization that makes use of advanced analytics. Marketers understand the value that analytics can provide to understand customers and the customer journey. Marketing analytics provides insight gathered from data analysis that can make marketing more efficient and effective. It is no surprise then, that marketing analytics might make use of more advanced analytics such as Artificial Intelligence (AI).