Good morning, marketers, are you ready to send in the machines?

When it comes to actionable data, marketers want to know:

– Which customers are most likely to convert?

– What is the most relevant content that would drive these customers to engage with the brand?

– When is the best time to get in front of those customers so that they can make a decision?

– Where are customers most likely to respond and take action?

“Once you pull all that together, and get a unified view, then AI actually can answer these questions for you,” said Blueshift’s Chief Growth Officer John Francia during his Discover MarTech presentation.

We already AI adoption is rising, and more marketers are looking for ways to add these technologies to their workflows. In fact, early this year, Salesforce revealed that 47% of the 7,000 marketing executives it surveyed planned to increase their use of AI. But what they also found is the median number of data sources used by marketers this year is 10 — and will likely grow to 12 by next year.

Of course, Francia is making the case for a CDP (like Blueshift’s, for example) that can use AI to draw insights from data once you have connected all of your first-=party data to it. But regardless of the vendor, the idea is sound. Be the intelligence human or artificial, you can’t make good decisions without collecting all of the facts.

Henry Powderly,
VP, Content

 
 
 

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MarTech Minute
 

Twilio tapped for COVID-19 fight

Communications platform Twilio has scored a major contract from the City of New York to support the city’s massive contact tracing initiative in the fight against COVID-19. According to the company, Twilio will use its Flex contact center platform to create a central contact center for the initiative. The platform allows the city to call, message, or email COVID-19 patients and give them tools to input any information about people they may have been in contact with.

Why we care. For starters, contact tracing is one of those initiatives that will give us the ability to safely reopen our lives ahead of a major medical breakthrough. So it’s great to see a foundational piece of martech like Twilio tapped. But it’s also a testament to the innovation coming out of our martech landscape that a massaging tool like Twilio, which is known for its flexibility, was selected.

In other news:

 

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What we're reading
 

We've curated our picks from across the web so you can retire your feed reader

59% of ad agency employees working longer during pandemic, study says – Marketing Dive

Roku explains OTT audience surge as its OneView ad product comes to market – The Drum

John Krasinski’s adorable YouTube series ‘Some Good News’ is moving to CBS All Access – The Verge 

EasyJet faces huge class-action lawsuit over data breach – TechRadar 

Facebook renames its service that will let people send Libra digital currency to one another – CNBC

Americans’ TV Time Will Grow for First Time Since 2012 – eMarketer