FeatureDigital transformation has been accelerating across the Middle East, as brands seek to improve customer experiences and develop deeper connections with their customers. In fact, 80% of companies report an uplift after implementing personalisation.
As organisations seek to further adopt artificial intelligence and machine learning, 83% of MENA organisations have advanced their marketing technology stack more in the last year than in the previous three years before 2020, according to a recent YouGov survey.
In innovations, artificial intelligence scoring models can identify customers that are likely to convert and then improve the efficiency of campaigns by excluding customers that are least likely to convert. Artificial intelligence algorithms can help to uncover new opportunities by identifying segments that a human may never conceive –freeing up marketers to focus on overarching strategy and creative tasks.
83% MENA organisations advanced their marketing technology stack more in the last year than in previous three years before 2020
Worldwide, industry research shows that 9 out of 10 consumers are more likely to engage with brands that provide relevant contents, offers, and recommendations.
But in this process, Middle East brands face three key challenges:
- Generating customer segments requires analysing large volumes of data — including interactions across numerous websites.
- Building personalisation rules once is not enough. They must be adaptable to shifting visitor trends.
- Rules and configurations are a complex effort that requires significant team hours, let alone replicating these rules across different variables.
Following are some of the best practices:
Useful data
First, data must be unified to be accessible and usable for marketing and IT teams. As data volume increases, organisations need technology to integrate and operationalise customer data to ensure it is usable automatically
Integrating customer data with machine learning scoring and segmentation models enable companies to more efficient marketing campaigns
Platform for success
Customer Data Platforms can help unify customer data in a single repository, and support segmentation, decisioning, and activation. Organisations can act rapidly on key trends and create a personalised journey for major user segments –delighting customers and securing business.
Machine learning is a critical component in scaling personalisation
Improve automatically
Machine learning is a critical component in scaling personalisation. Integrating customer data with artificial intelligence and machine learning scoring and segmentation models enable companies to more efficient marketing campaigns with personalised messages, and can help to transform data into insights, and reach more user segments.
Right content, right time
Once customer data is integrated with artificial intelligence, machine learning, organisations can deliver the right content to audience at the right time, and through right channels – creating experiences that keep them coming back for more.
There is strong potential for continued artificial intelligence adoption by government and public sector, automotive, banking and finance, manufacturing, retail, travel
In the Middle East, there is strong potential for continued artificial intelligence adoption by the government and public sector, automotive, banking and finance, manufacturing, retail, and travel sectors. With Sitecore solutions, Mashreq Bank is delivering a modern, intuitive, and user-friendly website that is imperative in its digital transformation.
Algorithms can uncover new opportunities by identifying segments that a human may never conceive, freeing up marketers to focus on strategy and creative.
