Talking about automation is a must for businesses of all sizes. Although its meaning is easy to understand – using technology to perform repetitive tasks with minimal human intervention – its application may be more widespread, but it is far from impossible. This process is enhanced with artificial intelligence, large scale tasks are developed in a matter of seconds and data strategies are required to be robust with greater accuracy than before. Machine learning, on the other hand, is responsible for analyzing and labeling this data based on its volume, so the more it is present, the better the results of the process.
In general, automation is about the use and implementation of digital tools in our day-to-day processes to achieve our business goals not only more effectively but also efficiently. This does not mean that people will no longer be hired, but that they will have more time to focus on other tasks, including more strategies for fostering high-value innovation for their companies and Creativity is required.
According to a study conducted by Google and Kantar in 2021, 78 percent of marketers mentioned feeling relieved to be able to rely heavily on technology for their daily processes.
It is understandable that it is not so easy to assign a large role within any company to technology in the first place; However, starting to incorporate technical solutions for data analytics, artificial intelligence or machine learning on a day-to-day basis will yield great results in less time. Furthermore, by combining human intelligence with artificial intelligence, a successful pairing can be made that generates great benefits for businesses and their customers.
To represent the potential of automation, I bring the example of a global cosmetics brand that has developed a data-centric digital strategy to better target its audience. Through the implementation of a new data analysis model based on the activity of visitors to their website, they were able to personalize their marketing strategy and identify the audience with a greater likelihood of buying. This was possible thanks to a combination of several technological tools – such as Big Query and Google Analytics – that allow automation and integration of source data shared by consumers (for example, the aesthetic requirements of their hair type) on their own. To personalize the experience and encourage you to successfully complete the purchase process.
This strategy helped increase brand revenue from campaigns by 25 percent, and in the process created a culture that appreciates and leverages data strategy and value.
Once automation is incorporated into processes, people and technology form a team. Knowing how to leverage this data and based on it, make informed decisions about your business, can lead us to integrate more efficient and relevant marketing strategies. In fact, 85 percent of executives believe that artificial intelligence will allow their companies to have a competitive advantage in the market, according to data from Boston Consulting Group.
From the success stories that automation applications have generated in our market, it is clear that the use of technology gives us the ability to achieve better results even in times of uncertainty. These tools allow us to innovate the way we know our customers better, provide them with relevant solutions in real time and meet their expectations without compromising our business objectives.
Automation is already here and at our fingertips. Leveraging this means not only providing a better experience, but anticipating customer needs and truly transforming the way you do business.
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