Can AI answer that age old marketing question?
SourseAI’s CEO, Tanya Hyams-Young, weighs in on the age-old debate between differentiation or distinction, arguing it doesn’t really matter because AI makes it possible for organisations of all shapes and sizes to accurately measure what works best for them.
The debate between differentiation or distinction continues to rage on amongst marketers. While there’s certainly merit in these discussions, every time it comes up, I always think the whole thing is a bit pointless. Couldn’t we just focus on trying to get accurate attribution data so we could make decisions based on the real-world performance?
If we all used marketing mix modelling (MMM), we would actually understand the impact of spend on acquisition and retention, and we wouldn’t need to debate reach vs targeting. But the obvious challenge with mix modelling has been very similar to the reach or mass marketing approach. Not many marketers in the real world could afford it. Until now.
