The most popular and in demand technologies, provided solutions that MarTech tools use as a main technological infrastructure of their platform capabilities and flexibilities are artificial intelligence and machine learning. To understand main hierarchy and relation of this technological concepts, we could simplify it as a simple cluster diagram, the overarching technology is artificial intelligence, and the technology it covers is machine learning.
As a Digital Analytics professional who worked as a TUBITAK project research assistant for ten months in the field of deep learning and convolutional neural networks at the master’s level, and has intermediate and advanced knowledge about many marketing technologies and concepts, i would like express my observations and experiences to make the information about the relevant concepts more understandable and clear for popular tools’ features that benefit and provide solutions from these technologies.
Today, the most popular MarTech technologies which in Digital Marketing area use artificial intelligence and machine learning technologies on main and data processing layer of their system. To understand main hierarchy and relation of this technological concepts, we could simplify it as a simple cluster diagram, the overarching technology is artificial intelligence, and the technology it covers is machine learning. In fact, the general view covers three technologies, you could think of deep learning techs. which we hear less comparably with the others as the innermost cluster. In other words, all artificial intelligence technologies basically cover all machine learning technologies, and all machine learning technologies basically cover all deep learning technologies.
Artificial intelligence-based systems could analyze and contextualize data to provide information and automatically trigger targeted actions without human actions. Nowadays companies utilize this technology in the products they design for to automate processes, increase the accuracy and improve speed of their systems’ decision mechanisms, and offer services that support studies such as natural language processing and computer vision. The basis of this technology is to create computer actions that mimic the human decision-making process.
Machine learning, a sub-branch of artificial intelligence, uses algorithms to automatically learn the insights obtained and group data patterns by understanding them more accurately, aiming to further improve the accuracy of the learning process, or increase accuracy. In this process where experiments and studies are integrated, the main goal is to reach more accurate level of machine understanding and cognition improvement. The essence of this technology is to enable computers to exhibit systems’ abilities which better then their first designed version with using main programming algorithms based on learned output relation.
Deep learning is an advanced machine learning methodology, it uses multi-layered neural networks that model the functioning of the human brain to learn more complex patterns and make predictions without human intervention. As a core expectation, systems produce more powerful and relational model for to solve more complex problems. Deep learning involves making inferences based on learning, and the size of your data set strengthens the accuracy of your learning results.
Current marketing technologies provide technological infrastructures that support artificial intelligence and machine learning to their users; increase customer monetization, engagement and retention, determining high value actions, create, automate and ensure the continuity of customer interaction on onboarding and general customer journeys, prioritize and predict next best actions, offer personalized and general usage suggestions, recommendations, building customer engagement and powerful personalization, increase support quality which through progress of every touchpoint of customer journey which engaged with end users to increase brand awareness, creating customer insight and business intelligence, improving brand-customer loyalty, support customer acquisition processes, improve customer experience and ensure loyalty continuity, reduce drop-offs in customer journeys and fraud detection in many different areas.
According to the results of Statista’s research in 2023, artificial intelligence and machine learning technologies are ranked 5th among the technologies that senior executives around the world increased their investment share in 2021.
IBM shared that according to the Global Artificial Intelligence Adoption Index 2022 research results, marketing professionals are ranked in 6th place with 23% and product managers are in 7th place among the top 10 user groups of artificial intelligence. For natural language processing solutions, which is one of the areas where artificial intelligence is used the most, we see that marketing technologies are in 5th place in the top 10 rankings created by companies for their relevant usage areas and goals. As an output of the relevant studies, it is explained that the rate of using artificial intelligence technologies in the sales and marketing processes of organizations is 26%.
2022 Usage and Application Areas of AI Technologies of Organizations’, IBM Global AI Adoption Index – May 2022
The results of the 2022 study conducted by Ascend2 and its research partners point to the benefits of marketing automation solution capabilities and automation use, while 32% of survey participants currently use artificial intelligence technologies in their marketing automation workflows in the areas of paid advertising, personalized email engagement, and recommendation.
2022 The State of Marketing Automation, Ascend2 and Research Partners – March 2022
Accenture shared in its Art of AI Maturity analysis that a large Australian telecommunications company uses AI technologies to measure the effectiveness of individual marketing initiatives, and that the company can measure approximately 4,000 different marketing metrics thanks to the opportunities provided by this technology, and that it has created a first-class marketing performance insight capability with its strategic and tactical applications by using insights to optimize the budget they use for messaging and media efforts.
Accenture points out that the AI transformation will take less time than the digital transformation concept as an outcome of its predictions and forecasts.
Estimations is derived from a natural language processing analysis of investor calls of the world’s 2,000 largest companies from 2010 to 2021, that referenced “AI” and “Digital” in tandem with “business transformation,” respectively.
I would like to share with you features, flexibilities and capabilities of the MarTechs’ based on artificial intelligence and machine learning technologies which we manage partnership activities and provide product trainings, implementation and consultancy support and general/technical support services as a service of MarTech & Analytics department at Omni Factors.
Amplitude provide unified advanced digital analytics ecosystem, platform track and process behavioral analytics metrics of customers and provide flexibilities to monitor user journeys with full view capability in real time and artificial intelligence automation. Amplitude AI, a self-service data and intelligence tool; offers many features and flexibilities to its users with its system which built on modern machine learning and productive artificial intelligence technologies.
With its Smart Always Monitoring feature, it helps you catch a significant and dramatic change in your data, observe and analysis the root cause of the change in your tracking dataset with cause analysis, regression models.
Amplitude Recommendation is powered by recurrent neural network technology, it offers the ability to predict the next best action, provide action suggestions to be taken, automate your campaign targeting with campaign suggestions, real-time synchronization and APIs for your marketing platforms and product.
With its personalized Amplitude AI Data Assistant feature allows you to proceed by simply choosing from the suggestions with its structure that offers various suggestions to support your use in a chart that you stuck on interpreting or a formula that you have difficulty creating and applying. It allows you to automate the cleaning, enrichment and governance of your data processes.
Ask Amplitude feature provide best matched charts with appropriate measurement model for your desired analysis. You need to only write any question for you want to observe customer journey or reach out metrics comparisons and obtain data outcome which is an answers of your business questions and main KPIs, the tool provide you the answer or solution path with you and directs you in milliseconds.
Braze customer engagement platform has developed the Sage AI product to create improved customer interaction processes throughout the user journey and to ensure continuity of this engagement. Braze offers different valuable features that help you automate your ongoing campaigns with Sage AI, personalize your content, recommendations and communication progress of your customer engagements, optimize for campaign KPIs that provide high overall conversion rates, and make recommendations to promote personalized products and content specific to customer use.
Marketing, Ad Copy Assistant and AI Content Control features are helps you to minimize the time spent on content creation, improvement and content visual design processes, and allows you to easily create your own message-ready graphics with the DALL-E Image Creator feature.
Predictive Events feature allows you to determine, target and interact with your customer groups according to the probability of your customers purchasing, interaction loss and performing target action.
To increase your conversion rate, you could use Braze’s machine learning-powered experimentation and automation features at all stages of your user journey, and many AI-based flexibilities that allow you to optimize your appropriate content, timing, and channel usage that can guide your users to take the next best action.
The Snowflake AI Data Cloud is designed with an innovative infrastructure to support machine learning and AI-driven data science applications, the product’s performance speed is suitable for supporting powerful machine learning models and performs your data preparation processes by reducing the data load resulting from the use of machine learning tools.
As Omni Factors with our expert teams, we are here for you to offer best match and needed technology solution based on your current tech stack usage for you to get answers of your desired business questions. Please reach us to get recommendation and also consultancy support for general and technical manner.