Marketing automation and the scope of marketers’ heuristics
Overview
Paper Summary
The study finds that marketing automation, while changing the context of decision-making, doesn't eliminate marketers' reliance on heuristics. Instead, the scope of heuristics shifts to different stages of the decision-making process, particularly in data selection, interpretation of AI/ML outputs, and system control. The "black box" nature of machine learning necessitates human oversight and control within automated marketing processes.
Explain Like I'm Five
Scientists found that even when computers help companies sell things, people still use their own quick thinking. They use this thinking to decide what computer numbers to use or to check what the computers suggest, because computers need human smarts.
Possible Conflicts of Interest
None identified
Identified Limitations
Rating Explanation
The study provides interesting qualitative insights into how marketing automation affects decision-making. However, methodological limitations, particularly the small sample size and lack of quantitative analysis, prevent stronger conclusions. The rapidly changing technological landscape also limits the generalizability of findings. No obvious COI noted.
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