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

Blog Posts

Using artificial intelligence to surprise your customers

​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

Katja Forbes

Founder and chief, sfyte

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

If a business games me happy than there is a higher chance I will go to them.

Martinez

The Iconic: becoming customer-focussed transformed our business

Read more

That’s a great example of surprising AR ad that went viral because it was first of its kind. Probably a similar effect to some scale can ...

Natasha Kvitka

Using artificial intelligence to surprise your customers

Read more

Hey there! it is a really meaningful post. I too have written a few similar articles about SEM, SEO, Social Media, Digital Marketing Tren...

Rohit

Digital advertising continues to dominate marketing budgets

Read more

Thanks for sharing the strategies ! :)

Isabella Richardson

Marketing the most of martech for revenue and CX

Read more

Glad to be a part of this informative post... Thanks for sharing this useful info!!! It is very important to stay updated about the lates...

Aaron Alexis

Predictions: 9 digital marketing trends for 2019

Read more

Latest Podcast

More podcasts

Sign in