Some of the latest buzzwords marketers are hearing these days are in the machine learning space as businesses seek to automate how they gather and interpret data about current and potential customers. These efforts can accelerate marketers’ ability to find the right people and match the right marketing messages to them.
Cognitive computing in particular has come of age in the last few years and is increasingly deployed for a number of marketing applications. Cognitive technology — where content is interpreted as if read by a human, taking into consideration context, sentiment, and grammatical nuances — can help marketers understand customer interests and behaviors at a very granular level. Coupled with data analytics, cognitive computer applications are transforming advertising, marketing, and customer engagement. Together, they enable marketers to gain deeper insights into customer sentiment and behavior than was previously available. From a branded content standpoint, this enables marketers to tailor and even personalize their content strategies.
At the FUSE Enterprise Summit, Bay Arinze, Ph.D, professor of management information systems, Drexel LeBow College of Business, will explore how cognitive computing and data analytics are creating more effective (and profitable) data-driven marketing efforts. Arinze’s talk also highlights how they are delivering new opportunities to improve the understanding of customer needs and wants, increase customer engagement, and personalize customer messaging.
For example, marketers can employ predictive analytics, an application of cognitive computing, to identify how receptive a prospect will be to certain offers. With this level of insight, marketers can more efficiently develop customer acquisition strategies, and move toward an individual-focused marketing strategy rather than more traditional spray and pray tactics.
Cognitive computing can also be used to understand massive amounts of data that marketers collect across a number of digital platforms. For example, machines can track all of the social media activity around a certain topic and extrapolate consumer sentiment from that data. This type of social listening can help marketers take advantage of trending topics and adjust content strategy as consumer habits change.
This level of insight into consumer data and behavior were not possible prior to cognitive computing’s rise. At FUSE Enterprise, Arinze will discuss how this monumental technological shift will reshape the world of branded content.
FUSE Enterprise will be hosted in Philadelphia on November 27-28. It is free to attend for marketing executives. See if you qualify to attend here.