5 New security advantages of ML and AI-based marketing technology

Machine learning (ML) and artificial intelligence (AI) have evolved incredibly quickly in the past decade, moving from a brand-new nascent technology into something businesses use on a daily basis.

When it comes to marketing technology specifically, ML and AI can help companies boost their security through data analytics, dynamic risk analysis, automatic anomaly detection, and even the automation of recurring security tasks.

Most businesses have always been forced to hire an IT security or technical team to monitor anomalies in their marketing technology and resolve problems as they occur, requiring additional staffing budgets and adding time to their project schedules.

Fortunately, this doesn’t have to be the case any longer. With a customer data platform like Lytics, you’ll learn how your business can take advantage of the new era of digital optimization and leverage both AI and machine learning tools in your digital optimization strategy.

The security advantages of using machine learning in your marketing campaigns

Developing a scalable digital optimization strategy for your marketing campaigns can be difficult, but the process can be made significantly easier with ML and AI smart technology.

Here are some of the security advantages your company can take advantage of by leveraging smart technology to maximize your security, personalization, impact, and relevance.

1. Automatic lead scoring and verification

Performing lead scoring, verification, and authentication manually can quickly become a tedious chore. Without machine learning or AI, you’d be forced to rely on an in-house team that ensures all of your leads, prospects, and new customers have been properly vetted and aren’t “spam accounts” that take up precious database space.

With ML and AI technology, you can train your machine learning models to automatically weed out the spam as well as low-scoring accounts, allowing your company to only see the genuine, filtered leads or prospects that are more likely to do business with you. Due to the adaptability of machine learning technology, this type of scoring and automatic spam detection has been a game-changer for companies, saving them countless man-hours and reducing what may have been a large expense over time.

2. Dynamic risk analysis

Similar to automatic spam filtering and lead-scoring, machine learning and artificial intelligence technology can help your company perform dynamic risk analysis on critical company data, personal information, or any inputs that you specify.

For example, credit card processing companies have utilized machine learning and AI to automatically detect how risky an online purchaser is. Based on the risk score, they can choose to deny the transaction or require additional verification from the customer. This approach has reduced credit card fraud considerably in recent years.

Just like credit card processors use dynamic risk analysis in their business model, your company can train the machine learning algorithm to automatically detect and weed out risky individuals and/or data.

3. Anomaly detection and prevention

Manually searching for anomalies can take considerable time, and often involves an element of human error. What if you could train an artificial intelligence system to detect anomalies and perform the tasks required to prevent this anomaly from occurring in the first place? Fortunately, machine learning and AI can make this possible in your business today.

4. Enhanced human analysis

Humans are prone to make errors, and can often overlook or miss subtle details in their work. There’s a good reason why we often have multiple individuals check and sign off on critical documents, drawings, and information.

Machine learning and AI technology can complement your team’s work and assist them with performing their daily tasks and reducing any element of human error. By merging ML and AI capabilities with your employees and teams, you can increase productivity and reduce expenses.

5. Automating repetitive security tasks

While a security and information technology (IT) team is important for any enterprise, automating repetitive security tasks through ML and AI security technology can save considerable time and money.

One of the most common ways security tasks are automated with machine learning is using ML/AI to learn about common security threats and malware. Once the machine learning algorithm has been “trained” to detect security threats, it can work in the background to detect and block these threats on the go.

Optimize and secure your digital marketing with Lytics

Machine learning technology and artificial intelligence have seen incredible growth and maturation over the last decade, giving companies the ability to leverage this smart technology in their marketing and security plans and processes.

If you’d like to be a leader in the new age of digital optimization and leverage smart technology in your business, try Lytics today and see how you can make smarter, more strategic business decisions with data.