Newspaper article Sunshine Coast Daily (Maroochydore, Australia)

The New Age of Assistance; Digital Expert Explains How Businesses Can Make the Most of 'Helpful' Technology

Newspaper article Sunshine Coast Daily (Maroochydore, Australia)

The New Age of Assistance; Digital Expert Explains How Businesses Can Make the Most of 'Helpful' Technology

Article excerpt

TECHNOLOGY has a history of making organisations adapt. Marketers are continuously sharpening their skill sets -- from the early days of the web to the proliferation of mobile, and now with AI and machine learning. With the current pace of digital innovation, companies large and small are constantly rethinking the ways they operate.

Consulting firm Bain & Company has been helping brands with business transformation for more than 40 years.

Matt Lawson, Director of Marketing, Performance Ads at Google, sat down with their partner and global head of digital, Elizabeth Spaulding, to discuss how brands are evolving to meet consumers' rising expectations for relevant and assistive experiences, and the challenges and opportunities they're finding along the way.

Matt Lawson: Machine learning as a concept is decades old. Why is machine learning in marketing more important now than ever before?

Elizabeth Spaulding: Now more than ever, importance is being placed on precision in marketing -- reaching the right user in the right moment with the right message. But this level of precision can't be accomplished by humans alone.

Machine learning technology is enabling smarter marketing by allowing marketers to drive customer intimacy at scale. Now, marketers can learn what customers want and react to their changing preferences in real time. It's new technologies and analytics techniques that are making this possible.

Data-driven businesses that use machine learning to serve more relevant experiences for their customers are better positioned to take share away from their competitors.

How do leading organisations use data as a competitive advantage?

Successful organisations start with a business objective that's supported with a robust data strategy. We're seeing some of the best organisations groom data science teams who can apply big data, including machine learning, to business problems. In fact, Bain research shows that leading companies are 3. …

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