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Practice paper

Transforming marketing with artificial intelligence

Christi Olson and Jennifer Levy
Applied Marketing Analytics: The Peer-Reviewed Journal, 3 (4), 291-297 (2017)
https://doi.org/10.69554/YDWT3570

Abstract

Artificial intelligence (AI) is the technology where marketers expect the most growth over the next two years. The benefits of such growth will be twofold. Firstly, AI offers a means of saving time and becoming more efficient. Marketing insights, automation and execution will allow marketers to drive better business results and spend more time on strategy and creative development. AI offers marketers a way to scale personalisation in their marketing execution without burdening their teams. It also gives marketers new ways to provide value to their customers and build lifetime value models, making them more relevant. These deeper relationships are made possible by enabling marketers to get more real-time insights and to leverage predictive analytics to get a better understanding of their audience. AI gives marketers a richer user understanding, making them smarter and more effective. This paper discusses how marketers can use AI to leverage sophisticated reasoning, understanding and interacting to deepen their customer relationships through more natural and personalised forms of engagement.

Keywords: artificial intelligence; marketing; data; search engine optimisation; AI

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Author's Biography

Christi Olson is Head of Evangelism for Search at Microsoft and is on the Search Engine Marketing Professionals Organisation Board of Directors. For over a decade Christi has led digital marketing teams both in-house and at agencies, and was recognised as one of the top 25 experts in paid search marketing in 2015, 2016 and 2017. She speaks at international conferences and events including Search Marketing Expo, AdWeek, Consumer Electronics Show, Digital Marketing Expo and Conference (Cologne) and Mumbrella 360. She holds a BS in marketing from the University of Idaho.

Jennifer Levy is a consultant with BlueHawk Consulting for Microsoft. She is a digital marketer, entrepreneur and creative writer. With a background in writing, she focuses on all things written, from advertising creative to technical white papers. She holds degrees in writing from the University of Michigan and University of Chicago.

Citation

Olson, Christi and Levy, Jennifer (2017, November 7). Transforming marketing with artificial intelligence. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 3, Issue 4. https://doi.org/10.69554/YDWT3570.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 3 / Issue 4
© Henry Stewart
Publications LLP

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