The expression, "Marketers are data rich and insight poor" is more true today than ever. Marketers all over the world are working to optimize marketing operations and effectiveness using their abundance of data. Many are turning to tools and platforms powered by artificial intelligence and machine learning. AI promises to make sense of all the dark data companies are sitting on as well as structured and unstructured data online to surface insights about customer behaviors, opportunistic content and emotional triggers to inspire conversions. In an age of too many choices, increased competition for customer attention requires every advantage to optimize for reach, engagement and conversion.

Education: Be able to speak the basics about machine learning, deep learning, and AI. A few suggested resources are Machine Learning Basics - an Illustrated Guide for Non-Technical Readers and Introduction to Deep Learning. Foster collaboration: Invest in technology (like a data science, machine learning, or AI platform) that can be used not only by data experts, but data beginners, for everything from managing data projects to connecting to data themselves. Check out the white paper Why Enterprises Need Data Science, Machine Learning, and AI Platforms to learn more about what they can provide. Dive in: Start driving change by choosing at least two or three simple data projects that would help provide more marketing insight or efficiency, and partner with data experts to get started.

The expression, "Marketers are data rich and insight poor" is more true today than ever. Marketers all over the world are working to optimize marketing operations and effectiveness using their abundance of data. Many are turning to tools and platforms powered by artificial intelligence and machine learning. AI promises to make sense of all the dark data companies are sitting on as well as structured and unstructured data online to surface insights about customer behaviors, opportunistic content and emotional triggers to inspire conversions. In an age of too many choices, increased competition for customer attention requires every advantage to optimize for reach, engagement and conversion.

Cognitive computing and artificial intelligence (AI) have attracted much attention lately with their promise of futuristic advances, but in a real sense these technologies are already becoming integral to marketing and sales operations. Our research shows that marketing and sales are a top priority for cognitive decision makers, with 64 percent of advanced users already applying cognitive in this area. An essential attribute of a cognitive solution is the ability to probe vast amounts of under-utilized data to find actionable insights. While that may seem like the goal of advanced analytics already in the market, cognitive solutions can add intelligence to data by reasoning, predicting and providing recommendations--a key differentiator for marketing and sales optimization. How are organizations using cognitive technology to optimize marketing and sales?

PRESS RELEASE–CAMPBELL, Calif.–[24]7 announced yesterday that it has launched the [24]7 Customer Acquisition Cloud, a suite of marketing technology solutions that enable marketers to better connect with and influence consumers at every touch point. The suite is based on the acquisition of Campanja, a paid search bid optimization company, and EngageClick, a personalized marketing company. Combined with [24]7's predictive customer engagement platform, the Customer Acquisition Cloud gives marketers insight into the entire customer journey, from initial search to the point of purchase. Marketers in large organizations are increasingly challenged to provide the personalization that consumers have come to expect. The Customer Acquisition Cloud empowers companies to achieve more effective customer acquisition at lower cost, increase their understanding of how media spending is driving revenues through marketing campaigns and leverage the consumer interactions that happen annually on the [24]7 platform.