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Using AI to reboot brand-client relationships source:   Tech Crunch Michael Gorman Contributor Michael Gorman is SVP of Product, Business Development and Marketing at   ShareThis , a data company focused on mapping comprehensive global consumer interest insights. Marketing automation has usually focused on driving sales, mainly using past purchase or late funnel behavior (e.g., paid search) as a predictor of an imminent purchase. While effective at boosting sales numbers, this widely implemented strategy can result in a disservice to brands and industries that adopt it, as it promotes the perpetual devaluation of goods or services. Narrowing a brand’s focus only to aspects linked to conversions risks stripping the customer experience of key components that lay the groundwork for long-term success. We live in a world rich with data, and insights are growing more vibrant every day. With this in mind, companies and advertisers can strategically weave together all the data they collect dur