Tag: composable
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The Discovered Action
AI can be very useful for marketing. It can answer questions, generate content, automate analysis, and take on work that used to take people hours or days. By itself, though, that is still mostly a response to a prompt. It is a task rabbit. A thought partner for an individual. And there is a bigger…
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Databricks CustomerLake and the Next Era of Marketing Intelligence
Full disclosure: Neuralift is a Databricks “Built-On” Partner, so I am not looking at this from the outside. Last week in SF at Databricks annual DAIS was an inflection point in Martech. Not because Databricks is entering the CDP market. In fact I predicted this exact thing would happen 1.5 years ago. What makes CustomerLake…
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Become Strategic with Customer Segmentation and Lift KPIs
The idea that different groups of people want different things within a product, category and vertical is as old as commerce itself. According to the Association of Consumer Research, customer segmentation started in ancient Babylonia. By the 19th century Germany book publishers would only publish new children’s books in late Autumn to be purchased as…
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Singularity: AdTech and MarTech are Converging
Owners of first-party data are pioneering new and different sets of technical solutions to old advertising and marketing use cases. It is merging two markets previously separate, together as one. The results are expected to be something the industry has been waiting almost two decades for. A step-change in performance of digital marketing and advertising.…
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Always On – Marketing Use Cases for Streaming Data Apps
Marketing Cloud maturation means your Databricks, Snowflake, AWS, Azure and GCP instances are going to be more connected to real-time data streams and apps. For brands this data flows in the form of precious first-party data and unlocks a new world of marketing possibilities. Data modeling, machine learning and real-time algorithmic decisions will become the…
Optimize & Prophesize 