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While most marketers understand how important it is to track consumer behavior throughout the buying cycle, many don’t realize that it’s getting easier to do so all the time. Over the past decade, everything a consumer does has become both measurable and trackable. People leave a digital footprint when they shop online and even sometimes offline. While customer data from an online purchase provides exceptional value, you need to pull it all together in one place. This can pose a challenge when the data comes at you in a variety of formats and from many different sources. You need a way to access these data silos, analyze customer actions, and understand his or her journey. This often makes for a time-consuming process. You must collect data from spreadsheets and other sources and then clean, standardize, organize and update it frequently. This is where artificial intelligence (AI) enters the picture. Although API handles the collection of data, AI helps to make sense o...

The continued growth of social media channels such as Facebook, Twitter, Instagram, YouTube, Snapchat, and Pinterest have forced companies from the solo entrepreneur to the multi-million dollar business to tailor marketing efforts accordingly. Every day around the world, Facebook users post 4.3 billion messages and YouTube users upload more than four million hours of video content. No matter what the social media channel, it contains invaluable data for marketers. The increase in data means that companies must use sophisticated tools such as business intelligence (BI) to stay on top of it all. BI allows managers to gain critical insights as well as make better decisions regarding current and future marketing campaigns. Marketers who don’t use the tools available to them may find themselves unable to compete in an increasingly global market. Tools like BI allow for the easy gathering and analyzation of extensive data within just a few minutes. It would take a human being hours o...

Even though it’s the job of the digital marketer to increase the number of converting customers, many never consider an obvious solution. Phone calls from customer present a wealth of untapped information that can help any company grow. Understanding the demographics of the people calling your company and the reason they’re calling provide deep insights that ultimately help you optimize the performance of your campaign. It also empowers you to increase sales and improve the customer’s overall experience. Most companies spend a lot of money and time trying to optimize online conversions. It only makes sense to do this for phone calls as well. Marketers Need a Different Approach to Attract New Customers According to an eMarketer report, 68 percent of outbound marketers and 77 percent of inbound marketers stated that transforming leads and contacts into paying customers was the main priority for their company. Many companies are willing to spend a large percentage of their adve...

Terms like machine learning, artificial intelligence, and algorithms can seem intimidating to people who work in sales and marketing. However, it’s important to overcome the hesitation about using them for companies who want to remain profitable and competitive. Artificial intelligence (AI), for example, is a technological revolution that helps to automate many business functions. This frees up your time to focus on your company’s growth. With AI, you can uncover rich insights that provide immense value to your marketing and sales teams. According to a recent report released by Salesforce, the use of AI will increase by approximately 50 percent by 2019. This is a much higher rate than any other type of technology. There’s no reason to fear machines taking over repetitive and complicated tasks. In fact, it can be quite freeing to your entire organization. Artificial Intelligence Then and Now Alan Turing, an early pioneer of AI, developed the Turing test in 1950. This is...