Challenges for Machine Driven Marketing

Considerable challenges involved.  Like the concept of 'guardrails', though the measurements involved need to be well established.   Return, risk, behavior?  Think of guardrails as being a human management domain.   With creativity in their adjustment.

Discussions in digital: Making machine-driven marketing work

To work effectively with machines, marketers need to set up guardrails, then let the machines crunch the data and the humans focus on creativity and personalization.

Sent from McKinsey Insights, available in the App Store and Play Store.  ... "