Are you ready to take your business to the next level with smarter decisioning? Whether you're in marketing, finance, or any other industry, incorporating Artificial Intelligence (AI) and Machine Learning (ML) into your decision-making process can give you a competitive edge.

What is Decisioning?

Decisioning is the process of making decisions based on data and analysis. It involves using technology such as AI, ML, and predictive analytics to analyze large amounts of data quickly and accurately. Decisioning is especially important in real-time bidding and targeting, where decisions need to be made quickly to maximize ROI.

How does Artificial Intelligence impact Decisioning?

AI enables decisioning to be more efficient and accurate. With AI, machines can learn from data and improve their decision-making over time. This means that AI-powered decisioning can quickly adapt to changing market conditions, identify trends in data that humans might miss, and make decisions that are more likely to lead to success.

What is Machine Learning in Decisioning?

Machine Learning is a subset of AI that involves training machines to learn from data without being explicitly programmed. In the context of decisioning, ML can be used to identify patterns in data that can help inform decision-making. For example, ML algorithms can be used to identify which customers are most likely to convert or which marketing channels are most effective.

How does Predictive Analytics fit into Decisioning?

Predictive Analytics is the use of statistical algorithms and machine learning techniques to analyze historical data and make predictions about future events. In the context of decisioning, predictive analytics can help businesses identify patterns in customer behavior or market trends that can inform decisions about product development or marketing strategy.

How does Real-Time Bidding impact Decisioning?

Real-time Bidding (RTB) is an auction-based advertising system where advertisers bid on ad inventory in real-time. Because RTB auctions happen in real-time, decisioning needs to be fast and accurate. AI-powered decisioning can analyze bids and make decisions about which ads to serve to which users in a matter of milliseconds.

How does Targeting impact Decisioning?

Targeting is the practice of tailoring marketing messages and offers to specific groups of customers. Effective targeting relies on accurate data and analysis to identify the right groups for each message. Decisioning can help businesses identify which customers are most likely to respond to specific offers, and which channels are most effective for reaching them.


  1. "Applied Predictive Analytics: Principles and Techniques for the Professional Data Analyst" by Dean Abbott
  2. "Machine Learning: A Probabilistic Perspective" by Kevin P. Murphy
  3. "Marketing Analytics: Data-Driven Techniques with Microsoft Excel" by Wayne L. Winston
  4. "Real-Time Bidding for Online Advertising: Measurement and Analysis" by Jun Wang
  5. "Targeted: How Technology Is Revolutionizing Advertising and the Way Companies Reach Consumers" by Mike Smith
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