Customer Data & Analytics Blog

How an automated CDP is the foundation for better marketing

Chuck Leddy | 3 minute read

B2B marketers might understand what a customer data platform does, but may struggle with the next-level concept -- connecting what a CDP does with building a smarter, more efficient marketing operation. This post is intended to answer 6 key questions B2B marketers may have about how an automated CDP can make their lives easier and their marketing efforts better. 

Topics: machine learning

How machine learning solves your customer data quality issues

Ariella Brown | 3 minute read

Machine learning helps marketers find potential customers, understand customer purchasing patterns, and even predict and prevent churn. This blog explores where machine learning fits in around customer data quality issues.

Topics: machine learning

Common algorithms in marketing: Decision trees

Janet Wagner | 3 minute read

Organizations that have incorporated machine learning (ML) into their platforms (or plan to) are finding that there are many decisions to be made when it comes to models and algorithms. One of those decisions is which algorithms should be used for which applications. Decision tree algorithms are commonly used in marketing. This post highlights some of the advantages and disadvantages of decision trees. This post also includes a few examples of how decision tree algorithms are used in marketing.

Topics: machine learning

Machine learning can help companies avoid the commodity trap

Janet Wagner | 3 minute read

Marketing teams at any company can fall into the commodity trap- where the competition for products and services are based solely on pricing. And many companies specialize in selling commodity products, making it all the more difficult for their marketing teams to avoid falling into the commodity trap. Today, however, companies selling commodity products have access to a wealth of data- data that often contains information about customers, manufacturing processes, operations, logistics, and worker expertise.

Topics: machine learning

Why machine learning matters to B2B companies

Abhi Yadav | 2 minute read

While the number of B2C companies using machine learning is skyrocketing, the adoption of machine learning by B2B companies lags far behind in comparison. This post highlights two ways machine learning makes a difference for B2B companies.

Topics: machine learning