The benefits on becoming more data-driven and the use of AI in marketing

Sue Grant, managing director B2B tech at Allison+Partners, explains what the real benefits are of becoming more data-driven and what we can expect to see from greater use of AI by marketers going forward

Marketing technology has become a compulsory item in any modern marketer’s toolkit, with brands in North America and the UK spending over a quarter (26%) of their budgets on martech, according to new figures from BDO. Making up a proportion of that spend are data and AI technologies, including new tools for data collection methods,…

Allison+Partners | Artificial intelligence | Data | Strategy