Guided Marketing Insights

Guided Marketing Insights. The volume of data available to marketers has increased exponentially, year on year, for a long time. The problem is that our ability to make sense of all this data hasn’t increased at the same pace, and many marketers have been left feeling as though they aren’t making good use of data to improve their decision-making.

This is another area where advances in AI are offering hope. One of the strengths of AI is the ability to spot patterns in data that a human analyst might miss because our brains and AI algorithms work in very different ways. Machines, of course, also scale up much better than human analysts, so they’re capable of working with much larger and more complex data sets.

What this means is that analytics tools are increasingly offering what we might call “guided insights,” which is where the platform’s algorithm detects patterns and trends in your data that you might not be aware of, so you can investigate further. An example of this can be found in Google Analytics (although Google calls it “Automated Insights”), which shows you interesting new insights in your website data alongside your regular analytics dashboards. Microsoft offers a similar technology in its Excel spreadsheet software, called “Analyze Data,” which helps users find patterns in large data sets, which is useful for analyzing raw data dumps exported from your favorite tools.

At Meltwater, we’re working on introducing guided insights to help our customers more easily find insights hidden in social data. As this technology becomes more widespread in the martech industry, rather than feeling overwhelmed by the ever-growing ocean of data available to them, marketers will be able to rely on AI to help them make sense of it more quickly and effectively..