VP Matt Zilli points to many more attributes for targeting, and a clearer picture for marketers about what kind of content works for specific segments.
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How does Marketo’s recently released ContentAI differ from its previous content recommendation?
Group VP Matt Zilli told me that the previous version, launched several years ago and also employing artificial intelligence, recommended B2B content based on a handful of visitor attributes, like whether they had visited the website before, the user’s location or the user’s company, the latter based on IP address matching. The suggested content was based on the kind of content that had generated the highest conversion for that visitor segment.
A subsequent incarnation, he noted, added content recommendation for emails, as well as a few more targeting attributes.
“But those two solutions were just better distribution of content,” he said. “They didn’t help marketers understand what was working.”
[Read the full article on MarTech Today.]
About The Author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.