Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

New survey of marketers globally finds predictive analytics, Internet of Things, machine learning and AI are all seen as key to custoemr engagement

Predictive analytics, the Internet of Things and machine learning are all being touted as top technologies that will improve engagement with customers, even if marketers can’t agree which to prioritise, a new international survey reports.

The latest Marketo global survey into the future of technology and its impact on marketing found the trio of emerging technologies were top of the list for international marketers when it comes to how to improve customer engagement. However, respondents in different marketers didn’t agree on which to prioritise first.

Over half of US marketers, for example (57 per cent), believed predictive analytics will be the primary technology to leverage in order to best engage with customers, compared to only 11 per cent of international marketers. The report also found 37 per cent of all surveyed saw reporting and analytics as a top priority, with US marketers leading the pack (42 per cent versus 34 per cent).

In addition, 50 per cent of US marketers saw customers utilising machine learning over the next year, against just one quarter of international marketers.In contrast, 31 per cent of international marketers believed IoT would be the primary channel for interacting with customers in 2017, against 16 per cent of US marketers.

One-third of respondents also said they required a platform to keep up with the speed and volume of interactions. The report included responses from the US, Australia, France, Germany and the UK.

When it comes to what technologies marketers plan to include in their marketing strategy in 2017, 25.52 per cent of global marketers nominated machine learning, 43.75 per cent opted for IoT, 27 per cent highlighted artificial intelligence, and 26.55 per cent flagged predictive.

It’s worth noting augmented reality and virtual reality were also in the mix for global marketers at 22 per cent and 37.5 per cent, respectively.

“With a complex digital landscape, marketers are challenged with staying above the noise and making sense of an unprecedented amount of data, so it’s no surprise that predictive analytics tops their list for 2017,” commented Marketo’s CMO, Chandar Pattabhiram.

“As emerging technologies like IoT and virtual reality are increasingly adopted by consumers and businesses – bringing massive data volumes with them – we’ll see the need for behaviour driven analytics continue to grow.”

Another major contrast was the difference between marketers across countries in terms of optimism. Marketo’s report found American marketers to be more pessimistic about the impact of new touchpoints on their customer engagement efforts, with 48 per cent saying they are excited, compared to 62 per cent of those elsewhere.

It’s clear marketers know their limitations too, and 26 per cent of US respondents felt they didn’t have a handle on existing touchpoints, compared to 14 per cent of those surveyed in other countries.

Just over one quarter of US marketers also reported a need for better cross-channel communication (26 per cent), compared to 15 per cent of international marketers.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is AI on course to take over human creativity?

Computers and artificial intelligence have come along at an exponential rate over the past few decades, from being regarded as oversized adding machines to the point where they have played integral roles in some legitimately creative endeavours.

Jason Dooris

CEO and founder, Atomic 212

Are you leading technology changes or is technology leading you?

In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?

Jean-Luc Ambrosi

Author, marketer

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Thanks for picking this up. We are always happy to add richness to our products and in turn the lives of our followers and fans.

Fitbit Middle East

​Fitbit announces new virtual race platform to enhance customer experience

Read more

Thanks for a very interesting article. B2B marketing seems tricky. I think that marketing plays a vital part - it can build the brand and...

Aaren

From tactical overhead to strategic growth driver: B2B marketing in the digital age

Read more

meanwhile loads of people with digital skills are not finding work or getting an opportunity to be hired?? Double standards perhaps.

Graduate dying on centrelink

Report reveals Australia faces digital skills shortage

Read more

These laws are in one way or other giving businesses to VPN service providers & other cyber utilities. Just read PureVPN claiming 37%...

Paige Hudson

Getting prepared for mandatory data breach reporting

Read more

Great Post.Thanks for sharing such an informative article.I have worked with Ally Digital Media and it has a very good service which is b...

Utkarsh Kansara

Predictions: 17 digital marketing trends for 2017

Read more

Latest Podcast

More podcasts

Sign in