12


Q2 • 2022


FEATURE


tracking data to optimize the eff By Sherry Chiger a


rtificial intelligence, or AI, used to be the stuff of science fiction. Now it’s science—and marketing—fact.


If you’ve ever looked at your website performance via Google Analytics, asked Siri a question, or scrolled through a list of movies on Netflix, you’ve interacted with AI. And with the continuing deprecation of third-party cookies, AI is becoming an increasingly important tool for marketers. Once Google phases out its third-party


cookies by the end of 2023, a marketer will be virtually unable to track the behavior of its customers and prospects when they are not on the marketer’s website. Rather than rely heavily on this third-party


effectiveness eness


of ad placements, retargeting, and the lik organizations will need to make the mostmake the most of the first-party data they own about their audiences. AI can help them do just that. By finding data correlations that might otherwise be overlooked—or that could tak much longer to discover via more manual means—AI tools can create better look- alike models for prospecting, determine the most effective content marketing, efficiently set up and interpret A/B email and online tests, and help fine-tune messaging. AI can also improve customer satisfaction, along with retention, via chatbots, website personalization, and improved site search. “A refocused and refined first-party data


ting, and the like,


about their st that. ht


take


strategy will be paramount in the years to come, and AI, as a progressive technology, can help make better use of these data


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