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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Hey WhatsApp chatbots need to be added to a business’ tool belt to engage with the always-on customers. Easy to build in literally 5 step...

Unnit Dedhia

How chatbot marketing brought a supernatural exhibition to digital life

Read more

We’re seeing an increase in customer loyalty after businesses began implementing Live Chat. Here’s your one-stop guide on Live Chat suppo...

Fiza Syed

Customer loyalty in the time of COVID-19

Read more

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandateWe currently have Available FOB Rotterdam/Houston for JP54,D2, D6, JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Hi This is George, Thanks for sharing this nice information about foodpanda blockchain. During this pandemic situation food delivery indu...

George David

foodpanda launches blockchain-based out-of-home advertising campaign

Read more

Did anyone proofread this document before it was published?

Beau Ushay

CMO Momentum 2020: How to embrace agile marketing

Read more

Blog Posts

Innovate or die

It’s hard to know if famed management and marketing guru, Peter Drucker, coined this phrase for dramatic effect. My belief is he was emphasising the notion that few products and markets are static and few organisations can survive without innovation.

Michael Valos

Senior Lecturer, Department of Marketing, Deakin University

Commissioning personas that get used

How to avoid the bottom drawer, and how to get value from the work you’ve paid for

Melanie Wiese

Chief strategy officer, Wunderman Thompson

Why It’s Going To Be A Bumper Holiday Season Despite the Pandemic

Behavioural science expert Dan Monheit, co-founder and strategy director of creative agency, Hardhat, writes that marketing chiefs should hold their nerve, as they have reason to be optimistic

Dan Monheit

Co-founder, Hardhat

Sign in