Artificial Intelligence (AI) has been around for several decades now in different forms, yet only now is it truly being used in everyday functions. The next phase of AI is just round the corner, and marketers need to prepare for the coming dawn by adopting a few basic steps. With so much of data now generated and subsequently analyzed, marketers need to beware whether the right kind of Big Data is being assessed. They could be instead tracking the wrong sources, measuring the wrong metrics, or simply backing the wrong choice. AI needs to be at the forefront of digital marketing, directing all actions and operations from a central vantage point. For that to happen, the AI channels need to be aligned with all other such data sources. Methods need to be devised so that data from all internal sources can be directed towards the AI platforms for the analysis to take place. The kind of insights gained from AI need to be instantly put into proper use.



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