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Multi-Channel Dynamically Changing Campaigns

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I think we’ve all heard of Machine Learning and have probably heard of it being used with Data in Marketing.
There are such great tools available to us now to make this “Machine Learning” effect happen at any level of marketing or budget.
It is imperative that we as Digital Strategists and Marketers are utilizing our resources to their fullest and one of these ways is creating Dynamic Multi-Channel Campaigns that cycle through if-then scenarios using data capture that allows retargeted messaging to reach those who’s behavior highlights your predefined paths to conversion.

This can be done with Banner ads via Pixel Tracking across multiple networks using your own proprietary software or using 3rd party platforms that integrate with every network on the planet and can create custom overlays across other channels as well. You can also do this Mobile, Email and even offline marketing initiatives.

The goal is to define pathways that have been proven to yield higher results and then automate the changes that will take place based on a users behavior or action.

What is really great about this is that qualitative data can be pulled in to the mix when initially setting these matrices up or when modifying them for better accuracy.

Sure there are true machine learning platforms out there, but they rely on quantitative data alone and during this transition period of customer sensitivity to data and privacy, I think the human touch is a much needed piece of the puzzle.


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