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TECH BUYER Dec 2017 - IDC MarketScape - Doc # US43319817

IDC MarketScape: Worldwide Artificial Intelligence in Enterprise Marketing Clouds 2017 Vendor Assessment

By: Gerry MurrayResearch Director, Marketing and Sales Technology

Abstract

This IDC study provides an assessment of artificial intelligence (AI) and machine learning (ML) in enterprise marketing cloud platforms and evaluates key criteria for buyers to consider.

"Marketers must start implementing AI- and ML-enabled applications to thrive in a world of exploding data, shrinking time frames, and rising customer expectations," stated Gerry Murray, research director of IDC's Sales and Marketing Technology service. "There are plenty of good starter use cases to get familiar with the skills, data, and processes needed to make effective use of AI models. The sooner brands get started with the tactical use cases, the faster they will be able to move on to more sophisticated models for delivering outstanding customer experiences."


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