Martech 2017: The four biggest trends so far this year

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What’s been happening in martech in 2017? Intelligence, Transparency, The Experience and Going Beyond Computers.

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The biggest problem with year-end reviews is that, at least in marketing technology, a year can be a lifetime.

So, to give you a head start on digesting this year of turmoil, here’s a half-time review of this year’s biggest trends. As of midsummer, I see four big buckets of trends-in-progress: Intelligence, Transparency, The Experience and Going Beyond Computers.

Intelligence

Not only is every tool and platform getting way smarter, it’s almost at the point where this new level of smartness isn’t news anymore.

Almost every self-respecting vendor is adding artificial intelligence (AI) to its resume these days, largely built around machine learning’s pattern recognition and predictive analytics’ projection of those patterns into the future.

IBM’s Watson is one of the AI implementations that is extending that smartness into advanced cognition in an increasingly wider sphere of implementations for the “Jeopardy” winner. Just in recent months, for instance, he’s tackled such tasks as intelligent ads for cars, bot integration with live agents and tax prep.

AI has become a key layer in major marketing platforms in recent months, such as Salesforce’s Einstein or Adobe’s Sensei. Dozens of smaller companies have similarly launched or enhanced their AI in the first half of this year, including — to mention a few — Absolutdata, ContentSquare, PaveAI, Stackla, Blueshift, Datorama, Pegasystems and Post Intelligence.

[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.


 

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