Increasing clarity on customer intent and marketing ROI

Fawn Annan, ITWC CMO

By Fawn Annan

Remember the days when, if you wanted to know what your customers were thinking, you had to ask them directly?

This also involved allocating resources to sort through mountains of feedback from customer surveys and interviews, compiling trends, and – finally – acting on insights that grew more stale by the minute.

Fast forward to today and artificial intelligence, in the form of natural language processing (NLP), has become so advanced that it can help marketers understand customer intent. This analysis goes beyond what customers say they want; instead, it uncovers what customers actually want based on NLP, usage signals and emotions. Instead of taking days or months, this analysis can be done within an online shopping session or customer service chatbot query.

Similarly, the right MarTech tool can add clarity around return on investment (ROI) for marketing spend. It’s now possible to move beyond the old joke, “Half the money we spend on advertising is wasted … we just don’t know which half.”

Would you recommend this article?


Thanks for taking the time to let us know what you think of this article!
We'd love to hear your opinion about this or any other story you read in our publication.

Jim Love, Chief Content Officer, IT World Canada

Featured Download

Featured Story

How the CTO can Maintain Cloud Momentum Across the Enterprise

Embracing cloud is easy for some individuals. But embedding widespread cloud adoption at the enterprise level is...

Related Tech News

Get ITBusiness Delivered

Our experienced team of journalists brings you engaging content targeted to IT professionals and line-of-business executives delivered directly to your inbox.

Featured Tech Jobs