Today, brands operate in a world of incredibly short attention spans, as consumers and marketers are overwhelmed with an abundance of data and information. For brands, determining what data to pay attention to and how to act on that data quickly and in a way that brings profit to the business has been next to impossible. But now things have changed: brands that learn how to use AI and, most importantly, decision mining to drive their marketing decisions can transform marketing from a realm of guesswork and uncertainty into a feature that delivers real commercial return on investment.

Brand managers are confronted every day with an incalculable number of potential choices related to all the factors that affect brand performance, and many more. There are about 14 “segments” of communication, merchandising, packaging, distribution, and promotion, each of which has subtypes. That’s why companies need a brilliant marketing team and artificial intelligence.