Marketing and analytics experts said marketers can choose from a number of off-the-shelf predictive analytics tools with machine learning and AI built in. However, Shah explained that the more advanced marketing operations often build their own algorithms and custom tools, seeing it as a way to differentiate their efforts and maximize the success for their own organizations. “It almost also becomes a proprietary thing. For many companies, the way they derive their insights is the ‘secret sauce,'” he said.

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