This year has been a tough year for marketers, as the volatile economic climate has forced businesses to reevaluate budgets, cut costs and knuckle down to drive the bottom line. And the 2024 landscape doesn’t look much brighter. Yet innovative technologies, such as AI, are providing a beacon of light for marketers as we move to the new year. These technologies, if implemented correctly, have the potential to revolutionise the way marketers process and analyse data, and therefore transform the effectiveness of their efforts. Marketers’ constant quest to better understand consumers’ behaviour in all its increasing complexity means identifying the...
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