Adobe is using analytics and artificial intelligence to recommend all elements of marketing campaigns: what content to use, what channels to use and how to time the campaign. Critically though, the AI is dependent on historical data to inform future marketing. While the analytics are incredibly helpful to manage existing products, it is still important that marketers play a key role in marketing new products and constantly testing new marketing channels that may not be in historical data.
Shopkick is an app that offers a fun and easy way to earn rewards for visiting stores and purchasing a variety of products. It is generating enormous amounts of data on shoppers’ habits, including location and time of purchases, that give retailers and brands an opportunity to tailor their marketing efforts and make business decisions.
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Hollywood studio Legendary Pictures uses a data-driven approach to inform creative decisions and transform marketing.
Mitigating negative effects of network congestion and a clever monetization of the network participants’ needs leads to a sustainable high-margin business.