Data scientists and marketing teams each have a unique set of skills. Data scientists are experts in both statistical analysis of big data and interpreting and communicating findings, while marketing teams are brimming with creativity.
By overcoming the traditional view of digital transformation, digital teams can gain the support and funding they need to pursue the projects that will deliver their companies valuable data that can change the face of marketing.
Brands need to build a marketing canal across the 'isthmus' to allow consumers to select the lane or lanes that best fit their needs and the media channels (omnichannel marketing) that allow the brand to communicate with the prospect and the consumer to respond to the brand.
Unlike the science fiction world predicting a future we should fear, we should be excited by marketing opportunities that AI technology is going to bring, writes Mark Varley.