A study conducted by Forrester Consulting on behalf of Rocket Fuel
Read the full Forrester Thought Leadership paper by clicking on the link. Alternatively, we have created a video and one pager on three key themes taken from the full paper, which you will find below.
Is today's marketer ready for AI-powered advertising? What plans are they putting in place to utilise the oceans of data they have available? And do they have the necessary skills within their department to deploy predictive marketing and stay ahead of the competition?
These are just some of the questions asked by Forrester Consulting in this brand new Thought Leadership paper, compiled on behalf of Rocket Fuel. Click on one of the links above or scroll down to discover research highlights.
Predictive marketing can help solve marketer's data challenges by helping to activate and execute data at speed, scale and in real time.
84% of respondents said they want to achieve marketing that learns and optimizes from each interaction with a customer.
Forrester identified key steps for brands to achieve tailored 1-1 interactions and more personalised ad experiences for customers.
Media buying agencies must implement AI-powered, data-driven technology or risk their clients moving ad buying elsewhere. In fact, a media agency's ability (or lack of) to use predictive technology is one of the reasons marketers consider moving media buying in-house.
Predictive Marketing topped the list of capabilities marketers value in an ad buying platform, helping to provide optimised and increasingly personalised advertising experiences.
Marketers expect their media agency to implement data-driven strategies, AI-powered technology and predictive capabilities.
Marketers are preparing for a world in which AI is powering marketing decisions at speed and in real time. 61% of respondents said they were equipped with the technology required to implement an AI strategy. In addition, 65% said they understand the potential of AI to change how they create and deliver value to customers.
While masses of data, customer journey and a single view of the consumer remain challenges for brands and marketers, AI-powered Predictive Marketing is at the top of the list of priorities for the coming months. With 78% saying all marketing will become predictive.