Advances in machine learning (ML) have been equally important to marketers and advertisers alike.

With the ability to quickly and efficiently analyze a near infinite number of datapoints, marketers are more and more often turning to machine learning to better understand the impact that different touchpoints of individual shoppers and even entire audience segments have on the buyer’s journey.

Another impressive and still-growing technological breakthrough has been in augmented reality (AR). This technology combines digital information with a physical environment in real time. In the world of digital marketing, recent advances in AR have opened the door to completely unique, customized shopping experiences for consumers.