In 2018, AI (Artificial Intelligence) will be at the forefront of major developments in marketing. As this emerging technology becomes more available to marketing professionals, here are a few capabilities adopters can expect over the months to come. AI has hit some rough patches in its early days. Some even consider it creepy. But for this consumer, B2B buyer, and marketer, AI will be a big win in 2018 — no matter what side of the campaign I’m on.

Of course Key Performance Indicators (KPIs) are important in business. But, when push comes to shove, KPIs are only really useful if you identify the right ones for your business. And they will only deliver mission-critical data if you use the KPIs and analyze what they tell you on a regular basis to inform your decision making. In this article I outline 10 essential steps that will help you do just that. By following these steps, you can ensure your business doesn’t fall prey to the common KPI errors companies (both big and small) make.