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In Marketing, Embracing a World Where Data Rules

In Marketing, Embracing a World Where Data Rules

Marketers are not quantitative experts—not quite in the way that a data scientist is, anyway. Yet they are expected to justify every dollar they invest and make data-driven decisions on brand strategy. Digital marketing involves more channels, platforms, and audience segments than ever before. Analytics tools to track web and social trends only scratch the surface of the intelligence that can be gleaned. Is there a better—organized, structured—way to integrate it all for a better view?

Ad-tech companies like Rocket Fuel, a Redwood City, Calif.-based startup using artificial intelligence to determine advertisement placements online, are working to help marketers automate data for optimal ad delivery and use predictive algorithms to inform future campaigns.

"The idea is that this parallel processing with machines gives you far greater power than you could ever have by trying to guess your way into making a decision," says Eric Porres, Rocket Fuel's chief marketing officer. Read entire article here>