Data science is a jack-of-all-trades

Artificial intelligence (AI) has found its way into our living rooms, as seen with Siri, Alexa, or Cortana. This points out that the demand for real-time data analysis tools will increase heavily. Most IT applications will be supplemented by AI. Furthermore, self-learning, machine-learning (ML) -driven intelligent systems will gain the upper hand over the next three years.

AI and machine learning become an analyst’s best friend and colleague

Further assistance in creating complex analytics and reliable predictions will be provided by the increasing use of machine learning methods. This is revolutionizing the digital marketing industry. Static reports, created through proactive analysis, are already out of date. Consequently, the trend is moving from interactive dashboards to live dashboards. At the same time, self-learning AI will take over more parts of the original “craftsmanship’ of a data analyst,” whose job becomes more efficient.

While AI is increasingly digging its own way through structured and unstructured data, it derives insights from it. The data analyst has ultimately more time to ask the right questions, work on the right approach, and make the data usable for the organization. In CRM, the introduction of an AI will be mainly through the increased use and training of digital recommendation engines (DRE). These convert the available data on customer behavior into recommendations for the optimal timing, content, and channel to address customers. These recommendations can then be used either for automated direct addressing of the customer or for support and control of internal company processes. This includes processes such as sales or campaign management. From styling advice to booking flights, to solving technical problems or routing to the right customer advisor (customer routing), the use of chatbots and AI is almost limitless. For consumers, this will result in a new, unique customer experience. Meanwhile, companies save time...