CUSTOMER ANALYTICS FOR GROWTH
Businesses and investors universally believe Artificial Intelligence (AI) and Machine Learning (ML) can fuel new revenue and profit growth by reinventing customer journeys, transforming the customer experience, and optimizing investments in marketing channels. Consequently, Investment in AI and ML for marketing applications is booming. Ninety percent of marketers are using AI to improve their customer journeys, revolutionize how they interact with customers and deliver them more compelling experiences according to a recent survey of global executives by BCG. Most CMOs plan to add AI and Machine Learning to their marketing toolkit and increase their investment in analytics to over 8% of their overall marketing budgets over the next three years according to the most recent Duke CMO survey.
Despite this frenzy of spending, the impact of these investments on growth is not very clear. The majority of CFOs struggle to prove the financial return on their investment in analytics. And most marketing decisions are still not data driven according to the CMO Survey by Duke. The bar on analytical acumen is only rising as business leaders are shift more of their budgets and focus to digital channels to gain access to buyers, support virtual selling, and replace traffic and eyeballs from face-to-face trade shows, events and storefronts. This puts pressure on senior marketing leaders to become more savvy about ways to adapt their marketing analytics and data-driven selling strategies to reflect big changes in buying behavior and effectively deal with amplified data volume, privacy, and protection issues.
Professor Iyengar will be addressing these issues in more depth at the Wharton Customer Analytics for Growth Using Machine Learning, AI, and Big Data executive education program – which in the spirit of the changes above, is being offered online to senior sales, marketing and analytics professionals. Professor Iyengar’s class is becoming essential preparation for any executive or manager who wants to lead marketing and drive growth in a modern commercial model.
LEARN MORE ABOUT PARTICIPATING IN THE CUSTOMER ANALYTICS FOR GROWTH EXECUTIVE EDUCATION PROGRAM BEING OFFERED BY PROFESSOR RAGHU IYENGAR AT THE WHARTON SCHOOL OF BUSINESS ONLINE
READ ABOUT APPLICATIONS OF MACHINE LEARNING, AI AND BIG DATA IN MARKETING
Professor Iyengar explains why business leaders need to adapt their approach to analytics and data management in response to changing buying behavior
Learn how to overcome the common challenges marketing organizations face as they try to generate business value from AI in go to market applications
Read a case study from Wharton Analytics about how Pandora is Using AI and Machine Learning to enable one to one personalization at scale