by AdExchanger
// Friday, March 23rd, 2018 – 12:23 am “Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Dana Hayes, president at ShareThis.

Today’s CMO is tasked with the challenge of understanding a far greater number of channels, platforms and technologies than ever before. Couple that with the never-ending flow of data coming from every device, method and channel and it’s a recipe for data-processing disaster.

The right investment can determine whether a CMO lasts less or more than the average 18-month lifetime. Artificial intelligence offers fascinating possibilities for marketing.

While it’s still in its infancy, the power is in the hands of marketers to push for answers to the hard questions. Marketers looking to invest in new technologies must know how and why they’re going to apply them and evaluate how they will solve specific pain points.

By working with teams made up of traditional marketers, who focus on the practical applications or technical investment, and more technically savvy computer scientists, who will be responsible for building out and deploying new solutions, CMOs can make far more informed decisions. For AI or any new technology to make an impact, it should be able to solve a key pain point. Read more from…

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