Senior marketers are struggling to organise and utilise the masses of data they have available without the use of AI-powered predictive technology, according to a Forrester study.

Two-thirds (66%) of those interviewed said their customer and marketing data comes from too many sources to make sense of it. And 82% said predictive marketing will be essential if they are to keep up with competitors in future.

The August 2017 commissioned thought leadership paper, conducted by Forrester Consulting on behalf of Rocket Fuel and titled ‘The Next Wave of Digital Marketing is Predictive’, includes the opinions of 579 senior marketing decision makers in six different countries. Together they are responsible for $1.2 Billion in advertising spend. Forrester’s findings highlight many of the challenges faced by advertisers and media agencies, including data management, reaching new consumers at different stages on their journey and delivering personalised, relevant messages.

David Gosen, GM EMEA at Rocket Fuel, said: “Forrester’s study is evidence that brands will only thrive and survive if they implement AI-powered predictive technology. At present, just 30% of marketers use their own data to understand the needs of the customer. In addition, 63% of those surveyed said they find it difficult to personalise adverts due to a lack of insights. This has to change if brands want to reach individuals at the precise moment they are ready to respond to an ad, deliver the right message wherever consumers might be on their journey, and stay ahead of competitors. In a world where consumer attention is scarce and the channels and messages are aplenty, Predictive Marketing provides the answer for brands, marketers and media agencies, which must find a way to deliver always-on, intelligence-driven advertising at scale.”

Marketers surveyed agree that AI-powered, Predictive Marketing provides the solutions they are searching for, ensuring both ad performance and in-depth insights. 86% of respondents said they plan to increase the use of AI to drive marketing insights in the next 12 months while 80% said they will use AI to deliver consistent, optimised, cross-device content. In addition, 86% said predictive tech will help them improve their personalisation capabilities, aiding creative optimisation.


By Jonathan Davies, editor, Digital Marketing Magazine

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