Analyzing Customer Actions Using AI
AI (artificial intelligence) marketing uses artificial intelligence technologies to make automated decisions based on data collection, data analysis, and additional observations of audience or economic trends that may impact marketing efforts.
MarTech contributor Chris Wood has published an article on how to use AI to discover the causes behind customer actions.
He says, “Marketers use any number of data points to inform the recommendations they make to customers. But do they really know the causes behind why customers prefer one product or message over another? One way to find out is using AI to analyze more data from the entire customer journey, instead of depending on limited results from specific A/B tests.
“The ability to understand the true drivers behind customer behavior across the journey is transformative,” said Zubair Magrey, GM, marketing for U.K.-based decision-making software company causaLens at The MarTech Conference.
That’s because the data alone doesn’t provide a full picture. To get that you need to know the causes behind outcomes.”
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