Likelihood to Purchase (LTP) predicts how likely an individual is to purchase. For decades, marketers have determined their LTP rate. Some use old-school intent surveys or outbound telemarketing qualifiers to assess how likely someone is to buy. Others use models based on demographics, past purchasing behavior, and other variables. Artificial Intelligence/Machine Learning has put your LTP Rate on steroids. Instead of just a few preselected … [Read more...]
Improve Your Email Marketing Results with Artificial Intelligence
If you’ve been around these parts for a hot second, you know that email is one of my favorite marketing channels. It costs peanuts, is easy to test, quick to measure, and oh-so-very-lucrative. It’s also the perfect medium for artificial intelligence. Whether you’re an AI veteran with dozens of projects under your belt or just starting out with your very first task, email is a great place to master your marketing AI skills. Why? Easy. There … [Read more...]
How To Choose an Artificial Intelligence Vendor
These days, my inboxes are overflowing with requests from marketers who want help evaluating Artificial Intelligence (AI) vendors. I get it. I do. Many of the pitches sound solid(ish), but if you have been in Marketing for a while, there is often something off/suspicious that you can’t quite put your finger on. Sometimes that queasy feeling is about the vendor or the product/software; other times it’s just about the lack of experience in … [Read more...]
Channel Selection + Artificial Intelligence: How To Get More Bang for Your Marketing Buck
Artificial Intelligence is good for many things, but one of its best-kept secret benefits? It excels at Channel Selection and Timing. You already know that people behave differently on different devices and respond differently on different channels. Some of your customers are more responsive to their Voice Assistants' triggered push notifications and spoken announcements (read: advertisements). Others respond best to direct mail, catalogs, or … [Read more...]
What Every Marketer Should Know Before They Build Or Buy a Chatbot
Looking for a chatbot to help your business? Not sure whether you should build one in-house or use an outside service or software package? Designing and implementing a chatbot isn’t rocket surgery but requires some deep thought and planning. Plus, solid testing and training if you want to do it right. First, you’ll want to figure out the who, what, when, where, and how of your chatbot. Who is your chatbot for? Map out a … [Read more...]
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Catalogers and other offline marketers have many advantages when it comes to E-Commerce. 
