by Angela Guess

According to a new press release, “Gravity4, the leading big data marketing cloud, introduces Mona Lisa, the first artificial intelligence (AI) digital assistant for online advertising across 19 countries. Brands use this machine learning prediction management platform to forecast media channels that will achieve optimal results in a programmatic environment. Artificial intelligence gives marketers the ability to control their consumer data and analyze the information it contains about consumer demographics, interests and purchasing preferences. Marketing has become data science. Traditional analytic tools are no longer sufficient for comprehensive analysis of potential correlations and relationships assessment between disparate data sources. This results in the media analyst’s inability to test all hypotheses and derive the real value buried in actionable data.”

The release goes on, “Mona Lisa’s Machine Learning (proprietary AI technology) capabilities assists in solving the old brand budget problem of not knowing which 50 percent of the marketing works. By using an algorithm, implementing heuristic rules based on metrics and a curated dataset to train the algorithm, brands can direct their teams to focus on strategy rather than manual tasks. The dashboard insights increase marketers’ knowledge and understanding of consumer behavior in ways that were never possible before, making for more relevant, cost-effective and optimal advertising. With consumer behavior changing daily, there’s an overabundance of information but a limited computation human capacity. AI in marketing helps better target messages so the right information reaches the right person at the right time—on the right device. It’s a necessity because we’re all drowning in noise.”

Read more at PR Web.

Photo credit: Gravity4