Right place, right time: How machine learning can boost campaign effectiveness with actionable insights

Right place, right time: How machine learning can boost campaign effectiveness with actionable insightsHow we search and shop online has become more complex. People browse and compare, generating more touchpoints and data than ever before. The challenge is drawing out actionable insights from this ever growing dataset of modern customer behaviour.

The challenge is decidedly more complex for the retail sector. Retail marketers not only have to account for variables like time of day, device and messaging — they need to consider things like rotating product portfolios and categories, stock, distance from a buyer, and discounts. And this usually changes on a daily, if not hourly, basis.
In this context, machines can do the heavy lifting. But according to the Boston Consulting Group, only 2% of businesses are true “multi-moment” marketers1, meaning that they use factors like attribution, automation, and audience insights to deliver results.

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