The three barriers stopping marketers investing in AI - and how to knock them down

Marketers love a buzzword. It makes sense - our industry is all about promoting and selling the latest thing. So it’s perhaps not surprising that the marketing industry has well and truly been taken in by what has to be the buzziest buzzword of the past couple of years - AI. The irony? For all the talk at industry events and in the media - never mind sales material - only 27% of marketers in the UK are actually using AI or machine learning in their jobs.

By Parry Malm, 26 July 2019, 0 comments. Categories: Advertising Technology, Automation, Data-driven marketing.

The biggest challenge facing CMOs today: Building, measuring, and maintaining brand equity

Teradata recently had the pleasure of partnering with the Wharton Customer Analytics Initiative (WCAI) for the fifth year in a row, on an annual event in San Francisco titled, “It’s a Modern Marketing World: Creating a Frictionless Customer Experience.”

During our discussion, host Professor Eric Bradlow, faculty director of the WCAI, brought up a key point that struck a chord with me. “Marketing builds brands. Time kills brands.”

Bradlow’s statement is rooted in his...

The show must go on: Why contextual targeting is being called back to the stage

Brand safety scandal? The phrase alone is enough to send shivers down any marketer’s spine. After all, what could be worse than pumping big budgets into a perfectly planned campaign that inadvertently results in a brand appearing next to a terrorist video – or worse.

It’s no surprise that brand safety dominated conversations at Cannes – especially when

By Oli Knight, 04 July 2019, 0 comments. Categories: Advertising, Advertising Technology, Data-driven marketing.

Getting started on the data-driven content journey: Machine learning models and upskilling SEO

Lee Wilson, head of services and SEO at Vertical Leap, has had enough of organisations putting together elaborate campaigns, content and metrics which ultimately don’t go anywhere. All that wasted effort from businesses who have the right intentions. So what are the biggest mistakes companies can make?

“Fundamentally, this occurs as...

By James Bourne, 18 June 2019, 0 comments. Categories: Content Marketing, Data-driven marketing, Data Science, Search Marketing.

Salesforce to acquire Tableau for $15.7 billion to combine Einstein’s AI with BI bulk

Salesforce is to acquire business intelligence (BI) visualisation software provider Tableau in a $15.7 billion (£12.4bn) all-stock deal – with the aim to improve customer journeys through the fusion of artificial intelligence (AI) and big data.

The acquisition, which was announced by both companies earlier today (June 10), will see Tableau’s data visualisation tools baked into Salesforce in order to further...

Let’s get away from ‘digital transformation’ – and move towards key marketing moments

Digital transformation has had its day. In fact, the term ‘transformation’ itself is giving way to a new era as organisations across a wide range of sectors reach what can only be described as digital saturation.

As we move collectively into the post-digital era, the digital capabilities and advantages that were once seen as differentiators are now available to...

By Joel Davis, 07 June 2019, 0 comments. Categories: Advertising, Customer Experience, Data-driven marketing.