Gartner Research

How Data Science Will Drive Digital Marketing Toward Influence Engineering

Published: 28 February 2013

ID: G00249465

Analyst(s): Andrew Frank

Summary

Marketers will increasingly use sophisticated data-driven analysis and applied psychology to influence consumers. Here's how to prepare and compete against rivals without losing your values.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Refinement of data-driven marketing techniques, coupled with scrutiny and regulation of tracking, will drive marketers beyond current online behavioral advertising (OBA) tactics toward more-advanced psychological profiling techniques
  • Conversational marketing will produce scripted context-aware dialogues modeled on verifiable patterns of influence rather than isolated exposures and interactions
  • Organizations that master the techniques of influence engineering will outsell competitors that don't

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