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14.05.2019 Interview: What are the trending topics around Marketing Attribution?

Jörn Grunert is a MarTech enthusiast and expert in data-driven marketing attribution. For 6 years, he has been Managing Director at Exactag and is responsible for the strategic orientation of the company. With over 20 years of experience as a leader in digital AdTech and MarTech start-ups, he sets the course for innovative technologies.
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07.05.2019 4 tips how marketers can keep pace with growing technological innovations

The level of innovation in the technology sector is constantly rising and presents a lot of new challenges to many companies. It is becoming increasingly difficult for marketing managers to keep up with the latest trends and developments in technology. The growing number of AdTech and MarTech solutions poses growing challenges to marketers in terms of budget, staff, training and time.
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Limitations of Artificial Intelligence in Marketing

Grenzen_KI_Marketing
24. 01. 2018

In marketing, Artificial Intelligence can play out its strengths where human capabilities reach their limits.

But even Artificial Intelligence (AI) has its limits: To fully exploit the benefits and potential of AI, you need human guidance and feedback on the achieved results. On the one hand people have to define exactly what they want and what output the intelligent system has to produce, but on the other hand there are also natural limits which AI cannot overcome yet.

 

WHAT ARE THE BENEFITS OF AI IN MARKETING?

The use of AI-based technologies has become inevitable for successful marketing. To find out what is relevant for each target group, massive amounts of data need to be evaluated in real-time, so advertisers can reach consumers at the right time with the right tool and message. To master this, many advertisers already make use of Artificial Intelligence, particularly Machine Learning technologies.

 

WILL WE BE REPLACED BY MACHINES SOON?

The fundamental change in marketing creates a natural fear. People are worried they may soon be replaced by new technologies and intelligent systems or even lose their jobs. However, the common thought of intelligent algorithms taking over the tasks of humans, is somewhat delusive. True, with the automation of certain activities more and more tasks can be carried out by intelligent machines. But that doesn’t mean they can replace humans entirely.

What matters is, that algorithms can be trained and used in such a way that the contact with the customer becomes more personalized. This does not mean that people in marketing will lose their job because their tasks are carried out by machines - rather, these tasks are being shifted, so that marketing staff devote themselves to creative tasks that cannot be taken on by machines.

 

THE NATURAL LIMITATIONS OF AI

An Artificial Intelligence is always as good as the data base it was trained with and works with. So, if the data base is not complete or relevant enough, an intelligent system cannot evolve on its own and make decisions based on that data.

Also, an AI or Machine Learning technology needs a specific assignment. AI is not curious per se. Often certain assumptions were made that need to be assessed by means of intelligent algorithms as to whether they are correct or statistically relevant. Humans set the standard and that’s how it should be.

 

NEW LIMITS FOR ARTIFICIAL INTELLIGENCE

As of May 2018, the EU General Data Protection Regulation (GDPR) will take effect and probably slow down the development and use of AI in digital marketing. Advertisers will then be dealing with questions like: What type of data can I use to train and activate AI? Where do I get this data? Who will be the owner of the Artificial Intelligence?

 

CONCLUSION

AI is like an assistant taking on routine tasks, automating processes and making suggestions as to which actions will lead to the best chance for success.

The coming years will show how much power is attributed to the AI in the future. If AI were to take on human tasks, then it needs to be designed in such a way that it supports humans in their work, and is accepted rather than feared – and for that we need human values.

 

All you need to know about Marketing Attribution

Interview: What are the trending topics around Marketing Attribution?

14. 05. 2019
Jörn Grunert is a MarTech enthusiast and expert in data-driven marketing attribution. For 6 years, he has been Managing Director at Exactag and is responsible for the strategic orientation of the[...]

4 tips how marketers can keep pace with growing technological innovations

07. 05. 2019
The level of innovation in the technology sector is constantly rising and presents a lot of new challenges to many companies. It is becoming increasingly difficult for marketing managers to keep up[...]

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