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 your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Customer experience crisis: Proactively mitigating the risk of broken promises

Last Friday, three weeks after United Airline’s spectacular customer experience disaster, customers received a letter from the company’s CEO, Oscar Munoz.

Very rarely have I come across views so true. There are so many gems in this article, reflective of reality, onec can read it again and a...

Shyam Mishra

ANZ digital chief: Tackle the ‘frozen middle’ of your organisation or face irrelevancy

Read more

STOP STEALING BUISNESS CLASS TOILETS from A380, new 787's and A330's!!!!Thats what you call customer experience ONE toilet for all Busine...

Joe

Qantas CMO: What it's taking to evolve our customer experience

Read more

Dare i suggest that a "CEO" role in a peak industry body like Think Brink is not really much of a leap from CMO because it is also a mark...

Sventana

CMO to CEO: Think Brick chief reveals what it takes to make the jump

Read more

Grate post, thanks for the post.No matter what your business is, if you do no not rank among the top most search results of Google, Yahoo...

Rahul

Image intelligence:10 must-see infographics for marketers

Read more

Thank you Shane Blandford for carrying my Smarketing vision into KM !

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

Latest Podcast

More podcasts

Sign in