This week, we’ve collected articles that encourage us to demystify, understand, and better apply AI through experimentation. We look at ways to understand the fragmented nature of shoppers today and develop audience-centric marketing to create relevant experiences. We take this a step further and look at a new panel that will comprehensively track the non-linear path to purchase, toggling between online and offline channels. And finally, we examine using data to boost nonprofit donor engagement.

AI is Not Magic – It’s Time to Demystify and Apply

by Rob Thomas, guest commentary for

People often view artificial intelligence as a ‘magical’ technology and put it to work with little understanding of how it operates. It’s become a fundamental technology that needs to be a key part of your overall strategy—just as the internet and mobile are. The path to AI breakthroughs will come through mass experimentation. Understanding the components and process of AI through experimentation will help companies win. It’s time for enterprises to define their artificial intelligence strategies, and they have to consider embarking on mass experimentation to achieve success.


It’s Time to Take A New Approach to Audience-Centric Marketing

by Wayne St Amand, guest writer for

As more consumers are used to multitasking between TVs, smartphones and tablets/computers, the traditional audience segmentation approach no longer works. Marketers must reevaluate their marketing approaches to become more audience-centric to create relevant, coordinated experiences for today’s consumers.


Nielsen and the NPD Group Partner to Reimagine the Future of Omnishopper Measurement

by The MTA News Desk for

Shoppers these days take a fragmented path to purchase, fluidly toggling between online and offline shopping. Understanding this path has been a challenge in the past.  As a result, Nielsen and NPD are building a large-scale, comprehensive omnishopper consumer panel. This will pair Nielsen’s trusted consumer packaged goods (CPG) measurement with NPD’s authoritative general merchandise consumer measurement to bring insight into today’s emerging omnishoppers, including all shoppers across all channels, and all products across all categories. Additionally, the panel will increase data granularity by leveraging Nielsen’s and NPD’s deep product reference data and retail market measurement truth sets to deliver accurate omnishopper insights that enable progress.


Data Is Helping Boost Donor Engagement for Nonprofits

by Nhu Te, written for

Nonprofits can use data to improve their relationship with supporters with better donor engagement. Nowadays, it’s not just about donating to a good cause. Nonprofits are facing fierce competition for dollars. Because of this, donor engagement is crucial. It is a relationship-building experience, and data helps nonprofits capitalize on the resources they have. Find out how.



Did you see an interesting article in the last week? Share it with us! Send it to astuttle [at]

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