“The Butterfly Effect”: Rich Data & AI for Richer Personalized Customer Experience in 2018

By Sudipto Ghosh

In Part Seven of Our Predictions Series 2018, We Explore How the ‘Butterfly Effect’ Is Going to Disrupt the Martech Community

Small drops, big oceans… Minor flutter, gigantic tornado!!! In our scientific parlance, the “Butterfly effect” within martech demonstrates a great metaphorical effect on the way B2B technology ecosystem is shaping up in 2018.

An extension of the Chaos Theory, the butterfly effect is “the sensitive dependence on initial conditions in which a small change in one state of a deterministic nonlinear system can result in large differences in a later stage.”

Any resemblance to the contemporary marketing technologies, impacted by the proliferation of the automation, AI/ML and a bunch of other self-driven, human-fed data-powered capabilities! To further our efforts in bringing the most contemporary insights from the martech community, we are featuring senior executives from Adobe, Aki Technologies, Animoto, Contently, eZanga, Equals 3, HG Data, Indicative, Reply.io, Thunder, and Quantic Mind.

The 2018 AI Roadmap: Cutting through Hype Cycle to Extract Value
Scott Litman, Founder and Managing Partner, Equals 3, provides a middle-path to adapt to and manage AI/ML technologies in 2018. For Scott, nothing can stop the “the intertwine of Big Data & AI”.

Scott said, “Businesses have been investing in infrastructure to capture and license more data, but they still struggle to put it to good use. Valuable data is too often trapped in silos but now tools are becoming available that leverage modern AI that allows marketers to get data from myriad sources in the hands of those who need it most.”

AI Drives Value, AI Drives Hype
Scott added, “AI is everywhere. In a good way, we’re going to see 2018 as the year that AI becomes more mainstream in marketing and we’ll start to see clear and compelling stories of the value it brings. But, equal to where AI brings value will be the dis-information around the hype. Businesses large and small are going to feel the need to keep up with the Jones’s and will slap the AI or ML moniker on anything/everything to capitalize on the trend.”

Read all predictions

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