Leveraging () is now commonplace in marketing. Tools, platforms, and services put sophisticated audience targeting and segmentation tools at marketers’ fingertips, making it easier than ever to connect your products and services to customers.
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As organizations grow more sophisticated in their adoption of , they can start to look beyond core uses cases and solutions such as the basic targeted advertising tools offered by Google and Facebook. Today, consistently finding new applications of data and smart algorithms is essential to building and maintaining a competitive advantage.
It’s important because if you’re simply using to do the same as everyone else then your results won’t differentiate you from your competitors in the eyes of potential customers.