Intelligent CIO Africa Issue 21 - Page 36

business ‘‘ TALKING //////////////////////////////////////////////////////////////////// achieved through rule engines, weighting and scoring, and prioritisation of campaigns themselves – all of which can be manually configured by those who know their customers, suppliers and market. The critical role of content marketing throughout the digital experience can be greatly enhanced with AI-led personalisation, addressing questions such as: • Should this user be presented with a brand video or other rich content to drive conversion? • Will an article on accessories in this user’s email reduce the prospect of an abandoned basket? • Do people who search for this term want product specs or user generated content? Content creation is demanding and resource-intensive, but project collaboration and workflow tools can lighten the load. Episerver is a platform that goes one step further by embedding these tools into the CMS itself, reducing the workload still further. But quality still trumps quantity. Time taken previously F6FVBFrBF62p&W7BW6VBFFVFgv&&G7W7FW W&W2B6'&W7FrW6W"6VvVG0FB7FBFvFR7Bg&6FVB( 2F6FRV6W"F&Vv6RV&rЦVBǗ62( 2B7&VFRFRvW7BVƗG6FVBFBFRB&W6W&6Rff&G2FRvVW'6Ɨ6VB6v26vVW&FR6vf6B&WGW&'&fp&FW"fVW2G&frFv&FVB6'G0BV&6rFFFBv&RW6VB7V'6WVVBf6G2&VFRW'6Ɨ6Fআ2V6FffW"W&RvFvVFvRbvBf6F"0&VG6VVB76&ǒ&VvBW'6Ɨ6FvW&VB'66W'fPW&W'2&V6VFF2F&V@&F2B&6VFFG&fP6fW'62G&vvW&VBW76vW266&R'F7V&ǒVffV7FfRFW&R&RG&vvW"'GVFW0f&R7V62vVf6F"vfW0FV"V7F&R'&w6W26W'FvW0"6W27V6f2&GV7G2FV"6'BW76vW26&R6VBfFWG2VvFW'B"f67VW.( 26Vb66RV6rWr&WG0F&VvFvFfFg&67W&6R&fFW'2vFBFvF֖G6WB6WfW&vPfFfRFV6vW2FFWfVWr'W6W72FV2B6W'f6W2F@6FFVf"w&wFFB266&FpFVǒ&W7FFFǗF72vW"@6fW$'&FvR( 66&FrFFVGFR6WFg&666VG2f"&RFR`g&6( 2FFw&727W&6R&V֗V2( Ч6B&W7F( 6WfVFVvFR6VG'2RbFRvW7B7W&6RVWG&F&FW2FRv&BFW&R&R6vf6@'GVFW2f"6W'f6R&fFW'2F&V6&WfW6ǒVFVB&WG2( ФvfVFR6RbFRV&VBVFখg&67W&W'2v6'&FvRFPv&WGvVVf&7G'V7GW&W2B&PfFfRv2b6V7Fr&V֗V2v&RFRW2FBvfFBV60&VVw&GFV&WBrFvF6WF26&VGV6R67G2B&fRVff6V6W2g&6FV"FVF26V6&R( ħW7@ƖRFW"6FVBFRv&Bg&62vVWFFRVVBf"7W7FW"Ц6VG&26WF2( FFVB&W7F( vPF2FƷ2FGW7G'6V7F"B2খ7W&6RvW&R6W26&VǒG&fP&Rf'v&BF涖rv2b6FW&pf"VBW6W"FVG2F2fFFW2BV6W76&ǒfRF&RFf 3`DTĔtTD4VBbG2FR7'F7W'&V7BЦFVB7W&6R&RWW2'WB&FW 66VG&FRvWGFrVR( 6V7FVN( g&7W&6RW'7V7FfR( Ф&Rf'7@vF&W6V&66vrFBcbRbVP7V"6&g&6FBfR&氦66VG2FR&'vb7W&W 6VB&RrFFG&W72F26VvR&R&W6VG2VffV7FfRBV&VFW0vbVrRFRG&6F( 66FW&rFBg&62fWvVB'0&Rǒ6FVBB27W'&6rF@&R6W'f6R&fFW'2fRB6FƗ6V@FRFVFFBFRƖW2bU54B@&R2&W6VB( 6B&W7F( w&FVB6W&6VFvRb67VW'2W6P6'GW2g&6'WBfVGW&RW0&Rf'GVǒWfW'vW&RvFf6V&BFW'2W6rF22Ff&FffW 6WF2vV&VBf"FW6RVG'WfVFWf6W2FRFR26Rf"7W&W'2FvRWFFRFVF2vV( ФBǒF42W76vW2ffW"7W&W'0&RVffV7FfRv2b6V6FrvF7W7FW'2FVBWGFW'2FW6&fFR&R&VƖ&Rvb6GW&pVǒ&W7FFFǗF72vW B6fW$'&FvPFVw&2f&F2vV2v@FR7V6f2VVG2bF6R7W7FW'2&RgW'FW&&R&RW6W'2&R6f'F&R'Wr'FRFFBFW"&626W'f6W0W6rFV"W2( F&WBFRFVFFBW6p'FRFW&66R7W&6R&GV7@6VBfRf"WFr7W7FW fG&B( 6B&W7F( FRf7W2W&P2rfVR'WB667FVFǒFVƗfW&V@7W&6R6WF2vW&RW6W'2FR6G&bFV"6fW"&RF&V7Bv2FG&FF&涖r6WF26ffW"( ФWfVFVv7W'FV62&RWGFrFP&W77W&R6W'f6R&fFW'2F&V6P&RvRbFR7V&VG2f7W2vrVGVFRV&VB6V7F 7&72FR6FVBFVFWv7&VFP&R&WB'GVFW2f"FV6VfW2wwrFVƖvVF66