Trend 05
Frictionless Data
Frictionless Data
Data management as the new frontier of marketing.
Subtle intelligence
Data, empowered by machine learning and artificial intelligence, keeps taking on a greater role in communication and marketing every day. As if by magic, with proper data management companies are able to formulate the perfect offer, send a message at the right moment or create an advert aimed specifically at a particular consumer. Things that happen almost without our noticing, roll out automatically and make communication more effective. At least, in the success stories. Some examples can help us understand both the potential of data and the fact that every day we have more and better information about consumers and buying processes, and better tools to process so much information.
Cases
01 / 05Zorraquino spotlights
- 01
The combination of data, artificial intelligence and machine learning reveals new opportunities for brands in creation, automation, prediction and effectiveness.
- 02
The line between humans and machines is getting ever thinner; the new situation will probably lead to rethinking roles and identifying what is exclusively human.
- 03
In any case, learning to live with machines and making the most of data may be one of the great challenges for 21st-century marketing departments.
