Internet-enabled devices like smartphones, tablets, and PCs have made it easier  for consumers to find and purchase the products they’re looking for online. Between visiting multiple product pages, making digital purchases, and subscribing to businesses’ presences on social media platforms, users can provide companies that want to digitally transform their operations with a rich selection of customer data that can be analyzed to predict buying behavior and trends.

Innovative practices such as machine learning and artificial intelligence can make it possible to integrate these massive data sets and analyze each touchpoint they provide. Predictive analysis can supplement these practices and help businesses extract valuable trends in their users’ behavior, so that they can obtain a more accurate picture of which products their customers want.

Read on to discover the biggest ways that AI-based predictive analytics and capabilities can digitally transform your business and help scale its operations. 

AI-Based Data Protection 

Businesses that want to leverage big data and related analytics to connect with their customers more effectively can rely on artificial intelligence to develop strategies for data protection as they scale their digital offerings. 

Approximately 80% of data professionals agree that AI-based solutions will have the greatest impact on data protection for the rest of the decade, which is particularly essential in a digital marketing industry that is undergoing rapid change. If your organization is interested in experiencing rapid, digital transformation, it needs to either protect its big data assets with reliable solutions, or risk suffering all manner of data breaches that take advantage of its security vulnerabilities. 

Luckily, AI-based security can stand up to big data breaches with predictive detection capabilities. Using heuristics that constantly hasten threat detection, AI-powered solutions for data protection can rely on automation to rapidly assess and identify threats to an organizations’ data assets, as well as empower its security teams and their security operations centers. 

Make sure that your business is adopting AI-based data protection solutions as it continues to tap into and extract insights from its sets of big data to better understand the behavior of its customers.

Behavioral Analysis

At the core of data’s importance to an organization’s marketing outreach and targeted advertising efforts is its ability to identify trends in customer behavior. AI-powered behavioral analysis takes this identification a step further by predicting what customers may want to buy in the future, based on their previous multi-channel touchpoints with an organization, before they themselves know what they want to buy. And the larger the sets of data that a company gathers across both its online and offline channels become, the more the consumer trends that its behavioral analytics can predict. 

Of course, behavioral analysis isn’t as simple as just collecting more data to better identify purchasing trends and behavior. AI-powered analysis of customer behavior requires increasingly large sets of data, in addition to a deep learning system that’s backed up by appropriately powerful computational processing to keep it evolving. But for marketers who successfully marry their data with a sophisticated system of deep learning, the level of personalization they can lend to their customer outreach efforts can become staggeringly detailed and layered. 

This level of personalization in targeted marketing and outreach strategies is only achievable with AI-based predictive analytics, and stands to radically alter the world of B2B marketing as we currently know it. With AI-powered deep learning systems that use historical data to literally tailor customer outreach in real-time, behavioral analysis can suddenly create endless possibilities for personalization in B2B marketing. Organizations in the midst of scaling their digital solutions should consider using AI-powered behavioral analysis to get the most out of their B2B marketing efforts, customer messaging, and reporting capabilities, which boosts performance marketing capabilities.

Cybersecurity AI-Driven Marketing

Businesses that have decided to scale their digital growth and transform the way they analyze their sets of big data need to be wary of an increase in AI-driven malware attacks. To combat this threat to sensitive information, digital organizations can rely on cybersecurity AI to enhance and safeguard the AI algorithms that are becoming increasingly vital to their marketing strategies. 

It’s important for organizations to scale their cybersecurity standards at the same pace as their AI-driven marketing efforts, so that they can avoid interruption to their data analysis and subsequent insights into their consumer trends. AI-based cybersecurity measures can rely on specific standards, like the ones that eCommerce giant Shopify uses for its virtual assistant ‘Kit’, to protect an organization’s customer-facing applications and products. These standards include authentication, authorization, and encryption, and make it possible for a business’s marketing teams to continue to study the habits of their users without fear of sudden assaults from AI-powered malware. 

It’s true that businesses undergoing digital transformation need to protect their data assets from AI-powered malware, but at the same time, they also need to ensure that the right personnel can still interact with data they need to regularly access. Cybersecurity solutions like identity access management (IAM) can make it easy for organizations to verify specific user credentials of users who need to access information stored in their corporate database. It’s essential that your business takes advantage of solutions such as IAMs to streamline the way it grants user access to its big data assets if it’s in the process of adopting AI-driven marketing strategies.

The bottom line on AI-based predictive analytics

Organizations that want to experience significant digital transformation of their business operations’ size, scope, and complexity will inevitably need to adopt AI-based predictive analytical capabilities. 

Integrating AI as part of your customer outreach and targeted advertising is no small feat, to be sure. However, companies that can successfully combine AI-based predictive analysis with their marketing efforts will obtain an undeniable advantage over their competition and pave the way for the future of digital marketing.

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