eBay is supercharging its own email marketing platform with machine learning so as to send individually personalized offers to subscribers based on their browsing history on eBay’s site. By dividing deals into virtual “buckets” such as shoes, consumer electronics, or collectibles, eBay’s proprietary algorithm is able to insert the relevant deals from one of the “buckets” that a user frequently views. The new platform also monitors user actions and react in real time. For example, when the price changes on an item a customer has viewed, eBay can automatically send that customer an email alert.
What Brands Need To Do
eBay joins a growing list of companies that are experimenting with AI-powered marketing solutions. Last month, Nielsen integrated artificial intelligence into its cloud marketing platform, whereas H&R Block enlisted IBM’s Watson to help with tax filings. As cloud-based services and machine learning technologies continue to mature, brands need to explore the kind of hyper-personalized messaging and experiences that AI-powered marketing solutions can deliver.
For more information on how brands may tap into the transformative power it will bring to marketing, please check out the Augmented Intelligence section of our Outlook 2017.