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Marketing, more so than many other disciplines, has been turned on its head due to the impact of digital. Gone are the days of booking a campaign and praying for the best. Instead marketing technology, or MarTech as it is being referred to, is dominating, giving those in charge of campaigns a much firmer grip on outcomes and performance. But, marketing departments will yet again have to step up their game, and be prepared to significantly change their setup, if the upcoming wave of predictive analytics solutions makes landfall. Though marketing automation is nothing new, programs that can manage – in real time – paid search strategies, are new. This new breed of predictive analytics solutions can adjust bid prices on the fly, based on who else is participating in the auction or what the last five minutes click-through rate has been or, indeed, what the conversion has been of those click-throughs. The amount of venture capital flowing into MarTech has been remarkable, almost doubling...

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