Artificial Intelligence

Understanding customer cross-sections within your macro target audience, Marketing & Advertising News, ET BrandEquity


In the realm of intelligent automation and constantly evolving AI models, a full-fledged AI infrastructure plays a huge role in successfully implementing marketing processes.
In the realm of intelligent automation and constantly evolving AI models, a full-fledged AI infrastructure plays a huge role in successfully implementing marketing processes.

By Neel Pandya

If there ever is a place where micromanagement is a good and welcome thing, it would definitely be in the AI-led target audience analysis space. There are approximately 7.9 billion people in the world. So naturally, there are those many unique ideas, thoughts, rationales, choices, and decisions being made. How does a brand keep up with their target audience in such a scenario, let alone keeping up with cross-sections of their target audience!

It’s ridiculously common knowledge that macro-targeting users in such a scenario will only prove to be a shot in the dark. Therefore, it’s important for marketers to create accurate clusters or cohorts of their larger audiences, maintain and regularly update them to keep the brand communication and relevancy score intact and incremental. But how does one do this for an audience base that can run into the millions and even billions? The answer – Artificial Intelligence (AI).

AI is proving to be a boon especially in view of increasing platform limitations due to privacy concerns. In the absence of access to the kind of consumer data marketers had before, the need to organise the macro target audience becomes all the more pressing.

With AI, it becomes extremely easy to sift through millions of user data points and cluster them based on various similarities. This sounds and seems simple enough. However, the trick lies in clustering audiences into extremely niche cohorts. It involves identifying minute but critically relevant similarities and patterns in audience behaviors and actions – a task that is made easy with the aid of artificial neural networks.

AI has become one of the most sought-after technologies in the present world of marketing

The cherry on the cake is the fact that AI integrates seamlessly with your source of truth platforms in order to analyse audience behavior across channels and generate accurate cohorts.

AI-led consumer cohorting and targeting enables businesses to map audience behaviors across geographies, interests, purchase drivers, triggers and motivators. This gives marketers an accurate view of how cross-sections within their entire audience universe behave. Thus, assisting marketers to center all their efforts on delivering contextual and highly targeted communication. However, precision targeting to reach the common goal is just one spoke of the wheel.

AI’s caliber to function as a teammate is extraordinary. This is where AI’s constant monitoring truly helps marketers observe and understand changing audience behaviors. They are able to track how each cohort behaves, how it responds to various messages, predict behavior in the future, and also understand what’s lacking in case a cohort doesn’t perform as was expected.

In the realm of intelligent automation and constantly evolving AI models, a full-fledged AI infrastructure plays a huge role in successfully implementing marketing processes. If I were to explain the infrastructure with utmost simplicity then, once the AI helps marketers create appropriate audience cohorts, it also helps them identify optimal communication, maps it with relevant cohort, and deploys it in the right channels.

AI doesn’t stop there. It analyses the results retrieved from the campaign, updates the cohorts, recommends communication change if necessary, and assists in continuous real-time optimisations. And the drill continues. Unlike humans, AI doesn’t require coffee breaks so the entire process keeps on pedaling continuously, and at speed, thus dramatically uplifting performances.

Co-working of the entire AI infrastructure is quintessential to ensure that marketers and businesses at large are well equipped and encouraged to cut down on their resources that are sure to bring no ROI home. It enables them to concentrate all their efforts in an extremely precise and targeted communication that brings them closest to achieving their one marketing goal.

AI-led targeting comes with a sixth sense that analyses multiple audience cohorts within seconds and keeps upgrading customer segments based on campaign performance. This level of pico segmentation by harnessing a data-backed approach can help marketers to be more efficient in their strategising efforts and find sweet spots of targeting faster and scaling higher.

-The author is CEO-APAC, Pyxis One. Views expressed are personal.





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