As marketers, we create more content than ever. Delivering the right content over the right channel to prospects at the right moment means increased clicks, engagement and sales. Timely, relevant content is so important that AI in content marketing company Boomtrain (@boomtrain) built a machine learning platform around it.
Boomtrain’s technology automatically personalizes content for individual users by surfacing the content most likely to increase clicks, engagement and sales. And it’s used by major publications like Forbes and The Onion to keep users coming back for more, better content tailored to their needs. I spoke with Dheeraj Sareen (@Dheeraj_Sareen), Director of Partnerships at Boomtrain, to learn more about the platform’s capabilities.
In a single sentence or statement, describe Boomtrain.
Boomtrain is a personalized notification platform that leverages machine learning and predictive algorithms to drive increased clicks, engagement and revenue through customer communications. Our technology surfaces the content that’s most likely to engage any individual and delivers it via email, push notifications or the web. All automated, all in real-time.
How does the company use artificial intelligence (i.e. machine learning, natural language generation, natural language processing, deep learning, etc.)?
The components of our machine learning algorithm can be grouped in two categories: user behavior analysis and content analysis. We analyze a user's behavior in real-time to track mood and compare this activity to look-alikes, much like Amazon's predictive functionality. We can also bake in business rules for content filtering and content selection.
When analyzing content, we consider similarities in site-tagged metadata. We also use semantic text analysis to build a "topic cloud" beyond what is manually tagged in the website source. Popularity of content is tracked and used to further improve relevancy of personalized content recommendations and drive user engagement.
What do you see as the future potential of artificial intelligence in marketing?
From a marketer’s perspective, the ability to eliminate steps in the process of communication is going to be a key component for leveraging AI. So is the ability to eliminate the guesswork, manual processes and curation of content with personalized experiences.
What makes Boomtrain different than competing or traditional solutions?
Boomtrain's capabilities are truly automated. We don't need marketers to create rules, manually tag content or upload content as a repository.
Who are the prototype customers in terms of company size and industries?
We primarily focus in the publishing, travel and ecommerce verticals. Company sizes range from 50 employees, all the way up to the enterprise level. We currently work with 100 customers, with the biggest ones being: Forbes, CBS, Chow.com, The Onion and more.
What are the primary use cases of your product(s) for marketers?
Marketers use Boomtrain to solidify their content strategy by providing individualized content to their entire audience. The manual work needed to pick images, text and content to ingest into their omnichannel communications is now eliminated with dynamic content powered by Boomtrain.
Any other thoughts on AI in marketing, or advice for marketers who are just starting to explore the possibilities of AI?
It's an exciting time for marketers as AI will not only make processes smoother for them, but the increased levels of engagement with consumers that will be possible is unprecedented.
Company Snapshot: Boomtrain
Paul Roetzer is founder and CEO of Marketing AI Institute. He is the author of Marketing Artificial Intelligence (Matt Holt Books, 2022) The Marketing Performance Blueprint (Wiley, 2014) and The Marketing Agency Blueprint (Wiley, 2012); and creator of the Marketing AI Conference (MAICON).