KuppingerCole Report
Leadership Brief
By Roland Bühler

Machine Learning, Marketing, and Privacy

Artificial intelligence and machine learning techniques are becoming more and more important for marketing. ML offers new possibilities to analyze customer data, enabling individual marketing measures to be delivered. Nevertheless, privacy is often a concern when it comes to ML. Furthermore, legislation based on GDPR has to be considered. This leadership brief gives an overview of the opportunities, privacy risks, and solutions regarding machine learning and marketing.

Content of Figures

  1. Figure 1 Chatbot example

1 Executive Summary

It is not a secret: Machine learning and marketing are best friends. Many marketing use cases can be empowered by AI. Furthermore, AI enables new, inn ...

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2 Analysis

AI, machine learning, deep learning

First of all, it is important to distinguish three terminologies:

  • Artificial Intelligence (AI): The ...

Processing consumer PII using ML techniques essentially creates new PII about consumers. For example, abstracting from purchase history to create pred ...

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3 Recommendations

Best friends: marketing and machine learning

There is no way back. ML technologies are here, and they will affect many business models and proc ...

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Copyright

©2019 KuppingerCole Analysts AG all rights reserved. Reproduction and distribution of this publication in any form is forbidden unless prior written permission. All conclusions, recommendations and predictions in this document represent KuppingerCole´s initial view. Through gathering more information and performing deep analysis, positions presented in this document will be subject to refinements or even major changes. KuppingerCole disclaim all warranties as to the completeness, accuracy and/or adequacy of this information. Even if KuppingerCole research documents may discuss legal issues related to information security and technology, KuppingerCole do not provide any legal services or advice and its publications shall not be used as such. KuppingerCole shall have no liability for errors or inadequacies in the information contained in this document. Any opinion expressed may be subject to change without notice. All product and company names are trademarksTM or registered® trademarks of their respective holders. Use of them does not imply any affiliation with or endorsement by them.

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KuppingerCole Analysts, founded in 2004, is a global analyst company headquartered in Europe focusing on Information Security and Identity and Access Management (IAM). KuppingerCole stands for expertise, thought leadership, outstanding practical relevance, and a vendor-neutral view on the information security market segments, covering all relevant aspects like: Identity and Access Management (IAM), Governance & Auditing Tools, Cloud and Virtualization Security, Information Protection, Mobile as well as Software Security, System and Network Security, Security Monitoring, Analytics & Reporting, Governance, and Organization & Policies.

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