CRM & Artificial Intelligence together

SQDM shares a Techtarget article where the integration of artificial intelligence to CRM systems is projected and the possible understanding and use that dark data can have at a business level.

Industry analysts speculate that in Salesforce Einstein we will be able to find ideas ranging from more accurate and intelligent predictions for marketers and sales agents, to better compilation of business data and its meaning.

With less than a month to go before the Dreamforce conference, Marc Benioff, Salesforce founder and CEO, unveiled one of the big news at the user conference-the new offering from his company called Salesforce Einstein.  Details of the solution-or even clarity on whether it’s a product or an upgrade for the entire suite-are scarce, but it doesn’t take someone with Einstein’s ingenuity to connect the name of this release to the recent streak Salesforce has had in artificial intelligence and machine-learning related acquisitions.

“I imagine that Salesforce will be employing artificial intelligence to accelerate the performance of the entire sales flow, from prospecting to closing,” says Karl Becker, president of The Carruthers Group, a marketing and sales program consultancy based in Colorado, USA.  “From what I’ve heard, I think there’s a good chance that the artificial intelligence technologies that Salesforce has acquired that are focused on machine learning, data mining, statistical analysis, and predictive intelligence can all be assembled to create a version of this concept.

“Artificial intelligence provides capabilities for companies to consume dark data, whether it’s medical imaging, natural language, or social networking information,” said Adam Bataran, senior director of analytics at Bluewolf, a New York consulting firm and Salesforce Partner. “Many organizations are unable to unlock the information silos and the true value of their dark data; even though such information is being stored, it is not being used or leveraged.  Bataran speculates that Einstein will help solve the problem of obscure data and that he will provide insight not only into that data but into what to do with it.  “In the past, companies would take advantage of BI capabilities, generating a ton of reports, and then a human would have to determine what the best action to take was.  Now, we have reached a turning point where a machine with artificial intelligence and cognitive capabilities is able to determine the next best action.

Artificial intelligence has permeated the consumer space for almost half a decade – every time we interact with Apple’s Siri, Microsoft’s Cortana or Amazon’s Echo, artificial intelligence is doing its thing.  Although the application of artificial intelligence and cognitive computing within the enterprise space continues to be explored, Salesforce expects Einstein to integrate with those systems/brands of artificial intelligence.

“Most companies generate mountains of data, and over the past eight years there has been a lot of movement on the business side to discover what that data means and what application it might have,” says Rodney Nelson, an analyst at Morningstar Inc. “The consumer side is very different; our constant interaction with devices demonstrates the overwhelming exposure to artificial intelligence.  Companies are still trying to determine their internal processes and best practices.  Artificial intelligence is here to stay and will become more and more prevalent.

Read the full article, here.

For more than ten years SQDM -Software Quality Driven Management- has advised a number of companies with professional consulting services on CRM solutions.  SQDM is an official business partner of world-class manufacturers in these technologies, including Salesforce, Oracle and Microsoft.

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