With the AI optimisation suite, brands can deliver outcome-based marketing strategies to create individualised customer experiences.

Predictive Goals, Iterable’s newest AI product, will help brands develop personalisation strategies and allow customers to define and create conversion goals and also build customised predictions that forecast how likely their customers are to convert on their goals.

With these predictions, marketers can create customer segments, tailor their messaging on conversion-maximising campaigns, and increase the velocity of the experimentation. 

Within Predictive Goals is Explainable AI, which allows marketers to analyse their AI-powered campaigns.

Explainable AI also gives marketers an understanding of which data points contributed to the forecasts made by Predictive Goals, and access insights that they can apply to future campaigns.

Bela Stepanova, senior vice-president of product at Iterable, said: “With access to detailed insight into how customer behaviours are correlated to specific goals and business outcomes, marketers can approach their work with the strategic, high-impact mindset of a data scientist. 

“Understanding the inner workings behind the intelligent system gives marketers the clarity and confidence to improve and refine the predictions they create, design goals that fit their unique business needs, and implement fresh ideas about how to approach customer-first campaigns.”