The sunsetting of third-party cookies is just around the corner, and marketers are struggling to keep up with constantly evolving regulations and privacy concerns. As marketers strategize to combat the loss of third-party data to inform marketing decisions, first- and second-party data collection strategies will be paramount for driving successful data-driven marketing campaigns.
Artificial intelligence is another effective approach to capturing important customer information and unlocking insights that might otherwise go unnoticed. As a partner at fifty-five, I spearheaded the development and launch of our organization’s first customized AI-based attribution models. The potential of AI technology continues to span several topics including privacy and measurement.
By leveraging AI to replace data loss brought about by the sunsetting of third-party cookies, marketers can automate time-consuming manual processes, ensure marketing budgets are effectively allocated and ultimately make more effective business decisions.
Some common ways you may already be using AI in your marketing strategies include using AI to find propensity audiences and creating look-alike strategies. Look-alike models allow businesses to create simulated audience pools that share similar characteristics and behaviors with a business’s ideal customer group. AI-driven look-alike models analyze a broad range of first-party data to create constantly evolving profiles that can help businesses better target customers who are most likely to be attracted to the selected product or service.
Continue reading: https://www.forbes.com/sites/forbesagencycouncil/2022/11/14/3-ways-brands-can-leverage-ai-to-unlock-value-in-a-cookieless-world/?sh=211a8d4e7d86
Artificial intelligence is another effective approach to capturing important customer information and unlocking insights that might otherwise go unnoticed. As a partner at fifty-five, I spearheaded the development and launch of our organization’s first customized AI-based attribution models. The potential of AI technology continues to span several topics including privacy and measurement.
By leveraging AI to replace data loss brought about by the sunsetting of third-party cookies, marketers can automate time-consuming manual processes, ensure marketing budgets are effectively allocated and ultimately make more effective business decisions.
Some common ways you may already be using AI in your marketing strategies include using AI to find propensity audiences and creating look-alike strategies. Look-alike models allow businesses to create simulated audience pools that share similar characteristics and behaviors with a business’s ideal customer group. AI-driven look-alike models analyze a broad range of first-party data to create constantly evolving profiles that can help businesses better target customers who are most likely to be attracted to the selected product or service.
Continue reading: https://www.forbes.com/sites/forbesagencycouncil/2022/11/14/3-ways-brands-can-leverage-ai-to-unlock-value-in-a-cookieless-world/?sh=211a8d4e7d86
