2018 will be the year when machine learning and artificial intelligence become more available when it comes to transforming data into knowledge.
The first among your competitors that will use machine learning in their data strategies will have a significant advantage: higher ROI.
Why? Because machine learning tells them (literally) the shortest route with the least resources to reach their goals.
To get there, you first need to switch the way you use data from being reactive to proactive.
Reactive is when you use your web analytics tool to identify the areas where things went wrong and try to fix them.
It’s when you launch a marketing campaign, your web analytics tool reports it as underperforming, and you decide to adjust the campaign hoping it will do better…
However, some brands realized that they could let data tell them (predict) which campaign would maximize the chances of reaching that goal.
That’s being proactive.
The question is, will you let your competitors take the lead at converting data into dollars?
On this note, I wish you a very productive 2018. See you next year. :)