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Most if not all companies and organizations seek to establish themselves in social media platforms such as Facebook, Twitter, and Instagram in addition to their official website. Online and social media performance tracking is meant to analyze the effectiveness of a company’s social media presence. Are they generating new leads? Are they promoting brand awareness? These questions are important to assess the efficiency of the use of these social media platforms.

Promotional planning is the process of optimizing marketing tools, strategies, and resources to promote a product or service to generate demand and meet set objectives. Artificial intelligence (AI) can be used to effectively plan promotional events, measuring their outcomes, and adjusting as necessary to achieve growth.

Remarketing campaigns show ads to people who have visited a business’s website or downloaded one of its apps. Remarketing identifies people who have shown interest in a company in order to prompt them to recall the business, increasing the odds of them converting.

Nowadays, the abundance of data and the advances in Machine Learning and big data applications reduce the need for top-down segmentation of customers. Smart customer clustering based on many commonalities help companies better address customer needs to provide the right experience and divide resources efficiently.

Brand awareness is the degree to which a customer is able to recall and recognize your brand. Brand awareness is critical for promotion and marketing, especially for a young company. High brand awareness can result in a company becoming very popular or “trending.”