# Frictionless Data · Tech & Marketing Trends 2019 > Data management as the new frontier of marketing. URL: https://www.zorraquino.com/en/trends/marketing-trends-2019/frictionless-data ![Frictionless Data: Data management as the new frontier of marketing.](https://cdn.sanity.io/images/0w1142l8/production/05bccb9904b603e5bcc1b26cd1c117e00da1bf12-1424x736.webp/frictionless-data-data-management-as-the-new-frontier-of-marketing.webp?w=1600&fit=max&auto=format&q=85) Trend 05 # Frictionless Data 1. [Tech & Marketing Trends 2019Home](https://www.zorraquino.com/en/trends/marketing-trends-2019) 2. [Trend 01Instagramisation](https://www.zorraquino.com/en/trends/marketing-trends-2019/instagramisation) 3. [Trend 02Interactive streets](https://www.zorraquino.com/en/trends/marketing-trends-2019/interactive-streets) 4. [Trend 03Infinity channel](https://www.zorraquino.com/en/trends/marketing-trends-2019/infinity-channel) 5. [Trend 04Blockchain certification](https://www.zorraquino.com/en/trends/marketing-trends-2019/blockchain-certification) 6. [Trend 05Frictionless Data](https://www.zorraquino.com/en/trends/marketing-trends-2019/frictionless-data) 7. [Trend 06The rebirth of SEO](https://www.zorraquino.com/en/trends/marketing-trends-2019/the-rebirth-of-seo) 8. [Trend 07Optimise to the max](https://www.zorraquino.com/en/trends/marketing-trends-2019/optimise-to-the-max) 9. [Trend 08The age of moderation](https://www.zorraquino.com/en/trends/marketing-trends-2019/the-age-of-moderation) 10. [Trend 09Voice & UX writing](https://www.zorraquino.com/en/trends/marketing-trends-2019/voice-and-ux-writing) 11. [Trend 10Simplicity to the limit](https://www.zorraquino.com/en/trends/marketing-trends-2019/simplicity-to-the-limit) 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 / 05 Zorraquino spotlights 1. 01 The combination of data, artificial intelligence and machine learning reveals new opportunities for brands in creation, automation, prediction and effectiveness. 2. 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. 3. 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. ## More on the trend ### References - [Alibaba lanza ‘AI copywriter’: una herramienta de redacción pub. de AI](https://ecommerce-news.es/alibaba-lanza-ai-copywriter-una-herramienta-de-redaccion-publicitaria-impulsada-por-ai-81804) - [Zippin is the first Amazon go rival to open an automated checkout store](https://www.fastcompany.com/90220566/zippin-is-first-amazon-go-rival-to-open-an-automated-checkout-store) - [Wellcome to checkout-free retail. Don\`t mind all the cameras](https://www.wired.com/story/zippin-cashier-free-retail-store) Pages 101–124 of the report [![The rebirth of SEO: New places, new languages and new platforms.](https://cdn.sanity.io/images/0w1142l8/production/352abe5acf6cdd2b67f1f34e12b36ecc66e6072f-1600x1000.webp/the-rebirth-of-seo-new-places-new-languages-and-new-platforms.webp?w=1600&fit=max&auto=format&q=85)](https://www.zorraquino.com/en/trends/marketing-trends-2019/the-rebirth-of-seo) Next trend · 06 [The rebirth of SEO](https://www.zorraquino.com/en/trends/marketing-trends-2019/the-rebirth-of-seo)