Читать книгу Enterprise AI For Dummies - Zachary Jarvinen - Страница 69

The secret sauce in marketing is not a secret. The ingredients are well known and are used daily all over the world. What is new is the glut of data now available regarding every search, click, and comment your customers make. AI doesn’t reinvent marketing. It just simplifies the daunting task of incorporating everything your data tells you about customers so you can anticipate their next move and improve the experience.

With AI, your marketing can accomplish these feats:

 Use everything you know about customers, including their order history, browsing path through the website, customer service interactions, and social media posts

 Target your candidates and customers down to the individual

 Personalize messages according to whatever metric you have tracked, even down to buyer personas

 Generate thousands of variations on a message

 Schedule messages to maximize engagement

 Train messages based on engagement feedback

 Customize the customer experience on your website

 Optimize customer engagement and reduce churn

 Optimize price, even down to the individual if you so choose

 Qualify leads automatically

 Produce more accurate sales forecasts