In all business aspects, marketing could relatively benefit the most from artificial intelligence. Digital marketing is all about understanding and targeting your customers to create the most effective sales outcomes. Therefore, it’s no surprise that customer profiling is a widely used technique. With customer profiling, companies can identify their best customers, engage and retain them, and ultimately grow their businesses. Through artificial intelligence (AI) and machine learning (ML) platforms, businesses can combine data from various tools to create a comprehensive and accurate customer database and profile, which improves the effectiveness of their marketing efforts (Perez-Vega et al., 2021). Since advertising campaigns can target the accurate customer profile, they can ensure that they spend their money wisely by directing it towards the most relevant and valuable leads. As a result, they are able to convert these leads into loyal customers at a much higher rate.
By using a customer data platform, marketers can not only gather data for targeted marketing campaigns but also collect valuable insights about their customers that can help them achieve their business objectives. A customer data platform is a centralized dashboard that allows companies to monitor, analyze and collect customer data across different channels, such as social media, email, and website interactions. With AI this data can be leveraged into superior customer profiles, enabling a higher level of personalization and leaving out human bias in the profile creation process, and delivering the most accurate data to marketing experts for more efficient campaigns. Big brands are already using customer data platforms as it is seen as the most viable and future-proof solution to have a marketing advantage (Deloitte, 2021).
Sources
Kjellberg F., & Mads F., (2021): Customer data platforms in action, Deloitte, [online] https://www2.deloitte.com/content/dam/Deloitte/dk/Documents/events/GnG-CDPinAction28092021.pdf.
Perez-Vega, R., Kaartemo, V., Lages, C. R., Borghei Razavi, N., & Männistö, J. (2021). Reshaping the contexts of online customer engagement behavior via artificial intelligence: A conceptual framework. Journal of Business Research, 129, 902-910. https://doi.org/10.1016/j.jbusres.2020.11.002
