How AI can help provide marketers with the 'right moment' for consumer purchase

For today’s marketing professionals, it’s all about data and differentiation. Get the best insights out of the data you’ve got, and put something together that differs from the crowd. Artificial intelligence (AI) and machine learning (ML) can help in this quest – but it is not as simple as flicking a switch and ‘being AI.’ This gap between data collection and data utilisation is where Zeta Global, a data-driven marketing solutions provider, comes in. Ron Sadi, senior director of business development of Zeta’s data cloud division, explains the challenges he’s seeing in the market, regardless of where organisations are in their data journey. “Some customers that come to us are just building out their data strategy, and then there’s others who are ultra-sophisticated in the way they monitor data, but there’s still challenges in deriving high value insights and actionable understanding for their customers,” he tells IoT News. “It’s about clearly defining business objectives and then building smart tooling, specifically AI and machine learning, around those very clearly defined use cases.”