There were 150 marketing tools in the market in 2011, now that number is >5,000. Customers were a single data point in 2000s while now we have rich time series data on every user. Artificial intelligence powered tools are required to harmonize data and complete automated predictive analytics.
Why is AI relevant for marketing analytics now?
You need too many tools!
Marketers have access to more tools and channels than ever. It would take a genius to be up to date on all the tools and technologies that is becoming available.
The proliferation of tools creates the complex task of unifying their output for analytics. Normally this involves taking CSV backups, writing scripts and other data janitor work.