‘What “human-in-the-loop computing” means for marketers’ – Marketing Land
Joshua Reynolds says, “Even in uncertain economic times, marketing technologies continue to flourish. Overworked marketers facing a shortage of hours in the day are discovering enormous efficiency gains with a variety of automated solutions.
Marketing analytics is growing faster than any other segment in this category, promising everything from perfecting the customer journey to proving — to even the most skeptical of CEOs — that marketing is a revenue-generating corporate hero. But the danger is that amid the hype and hope of what analytics can do for marketers, we lose sight of the single most important component of the entire system: the human being.
This notion of “human-in-the-loop” computing has already become prevalent in other discussions: The Internet of Things, augmented and virtual reality and several other topics that might appear on a Silicon Valley buzzword bingo card. But only recently have we begun to explore the importance of a human-in-the-loop approach in marketing analytics — and it’s essential that we do”.
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