Are Predictive Analytics Worth the Hassle?
Artificial intelligence (AI) and predictive analytics are content marketing buzzwords for 2017. The benefits of AI in marketing is clear. With increased engagement, improved measurement and automated suggestions, it’s easy to see how marketers want to take advantage of this technology.
Arliss Coates, a Research Analyst at Econsultancy, shares some survey results on how impactful marketers believe automation to be:
Nearly 60% of respondents stated that their analytics solutions produced data-based insights without analyst involvement.
A further 80% of those stated it saved them significant time as a result. Either the analysts themselves could be redeployed to focus on trickier tasks or the insights generated pointed to opportunities elsewhere.
Despite the obvious benefits, there are some drawbacks to predictive analytics and automation in marketing. Here are some of the drawbacks:
- Driving Out Creativity; Automation, while a time saver, could be helping marketers avoid the creative process. Technology isn’t quite at a point where it can replace creativity.
- Slower/Less Nimble Process: Data is making us less willing to look for and act on “new shiny” opportunities and tactics.
- Out-of the-Box Solutions Have Shortcomings: To further simplify their efforts, many marketers are looking for out of the box solutions. While this may seem like the most sensical option, they can be limited in their scope of operations.
- Improper Data Interpretation: Predictive analytics can allow marketers to gain action items without understanding their origins. To properly use AI in marketing, marketers must first understand its limitations.
Read Arliss Coates’s full article on the Econsultancy blog in the link below.
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