Monday, 30 April 2018 10:08

Artificial Intelligence Is A Key Player In Marketo/Google Product Debut

In August, Marketo announced a long-term collaboration with Google Cloud to help scale Marketo solutions and make them more widely available to marketers. The first product of this collaboration, AudienceAI, debuted today. This solution is a program that uses the Google infrastructure and artificial intelligence to help marketers more easily expand target audiences.

The Artificial Intelligence of Marketo/Google Product

Marketo is a leading provider of marketing automation solutions, including the increasingly popular Engagement Platform. Marketo works closely with large enterprises to help them build lasting relationships with their consumers.

Marketo CEO, Steve Lucas, explains that “Marketo customers use [the] Engagement Platform to deliver personalized experiences...this collaboration with Google takes that capability to new heights.”

Marketo solutions are widely recognized for scalability and the alliance with Google Cloud will only allow for more flexibility in the automation programs.

Tariq Shaukat, Google Cloud President, says “this collaboration will allow for innovation leveraging Marketo's Engagement Platform and Google Cloud's commitment to performance, collaboration, and data science at scale.”

By leveraging Google's infrastructure, Marketo has access to untapped resources to fuel further growth. The launch of AudienceAI marks the first product to come from this partnership. AudienceAI is described as “a tool for unlocking unused audience segments lying dormant inside data.” With the help of machine learning, marketers will be able to better personalize content and experiences they create for their audiences.

The idea behind this development is to help marketers find lookalike audiences through Google's data analytics with the ultimate goal of increasing conversions, revenue, and ROI. The beauty of such a highly evolved solution is that marketers are able to harness the power of extensive data without needing a data scientist to extract the information so it can be used.

With more and more capabilities to gather data on consumers, marketers often find themselves in a Catch-22 – they have the information, but they don't have any way to use it. This solution takes out the middleman and helps marketers tap into the power of the information they already have to create better communications and build stronger relationships with their audience.

This partnership is just the start of data-driven AI solutions that will help marketers become more effective in their communication and get brands in front of their ideal target audiences. We've been keeping a close eye on how AI is impacting marketing and communications, you can see our analysis here and here.

As AudienceAI takes off, the impact of artificial intelligence on marketing will become more and more noticeable. We can't wait to see the next steps Marketo and Google Cloud will take together to help marketers create more meaningful messaging.


If you're interested in leveraging data to create impactful communications that reach your target audience, contact FiG Advertising + Marketing today.