FUTURE OF DIGITAL MARKETING
“As machine-based
learning, data-based
algorithms and artificial
intelligence become
more commonplace,
it doesn’t necessarily
mean that these
nuggets of actionable
information or insight
will provide the
competitive advantage
marketers seek.”
The rise of marketing engineers
Following hotly on the heels of the data
scientist, the new hyperbolic term trending
on the worldwide web is marketing
engineering. The term, which at the time
of writing has yet to enter the Cambridge
Dictionary, is believed to have been
introduced by Professor Gary Lilien,
a renowned Professor of Management
Science at the Smeal College of Business
at Pennsylvania State University. He
is one of the founders of DecisionPro,
pioneering a new marketing philosophy
As machine based learning, data-based
algorithms and artificial intelligence
become more commonplace in the
marketer’s toolkit, it doesn’t necessarily
mean that discovering nuggets of actionable
information or insight through the usage
of these data-savvy and data-intense
technologies will provide the competitive
advantage marketers seek.
If anything, our understanding of how
‘things’ work has lessened, but our reliance
on them has increased. In fact most people
now believe Google Now, Siri or Cortana,
“I’ve yet to witness a marketing technology that exhibits
or mimics human creativity and passion.”
that blends concepts and frameworks
from economics, finance, information
management, with the aim of translating
marketing ideas and concepts into specific
operational decisions and actions using
analytical, quantitative, and computer
modelling techniques.
The future of marketing
There is no denying that marketing as a
discipline is becoming more data-driven
and increasingly automated, and that
will impact on decisions and operational
efficiencies for any business.
which have now effectively replaced the old
Parish Priest, to be the de facto oracles of
knowledge and answers. The reality is that
a computer program is only as good as the
person that wrote the code and as the person
inputting the data and analysing the outputs.
As a fo ɵ