These Marketers Are Crunching Mounds of Data and Using AI to Understand the Customer Experience

From ecommerce to finding new users

Telecom and ecommerce companies manage troves of data. Getty Images

In two weeks, a big global wireless carrier is partnering with an unnamed credit card company as part of a Black Friday campaign that merges its CRM data with transactional stats about what people buy. The pool of data will then be matched up with a marketing cloud’s database of 400 million people to find folks who are in the market for a new phone. It’s not until after terabytes of data have been analyzed that the wireless carrier’s campaign will earnestly kick in and the brand will begin pushing its ads to consumers, hoping that a super-specific group of people are more likely to buy phones than a mass group of people.

@laurenjohnson Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.