In partnership with Convince and Convert, Oracle CX Marketing has been producing “On the Fly”—a video series with small, 2-minutes-or-less bites of marketing tips, advice, and training from marketing experts, delivered while they are on the road, at the airport, or otherwise on-the-go.
Tip #1: Test, 1, 2, 3
“There are three key steps to getting started with AI for sales enablement:
1. Make sure your data is clean
2. Start small. Try AI and machine learning to further segment your leads and identify the leads that have a higher propensity to buy.
3. Test, test, test! Use different model building or use different data sets to validate your assumption.”
Tip #2: Leverage marketing technology effectively
“Most marketers have so much on their plate that they don’t have time to build a proper strategy or to analyze their performance. Leveraging marketing technology effectively can save time for marketers to do things that really matter.”
Tip #3: Dark social isn’t a bad thing
“Dark social sounds ominous, but it just refers to web traffic that’s not attributed to a known source because it is missing a referral tag/ tracking code. So where is this traffic coming from? It is mostly when people share content through private channels such as instant messaging, email, or native mobile apps. Having dark social means you have some serious word-of-mouth going and it should be an important part of your marketing strategy.”
Tip #4: Add details to your insights
“When measuring your digital marketing performance, add more clarity to your measurement by adding details to your insights. For example, if your conversion went way down, ask and answer among which audiences? Was this among all your conversion points, or just a few? Or what time? Was it a gradual decline or just a momentary blip? Answering these questions can provide much more clarity to your measurement and your insights.”
More articles like this:
Transcripts may be edited for readability.