Marketing work management platform Wrike on Friday announced several updates, including one that claims to be able to predict a project’s success.
What’s new? Wrike said it has added a new artificial intelligence layer to the platform dubbed AI Project Risk Prediction. The AI portends to be able to gauge success level by comparing projects set up in the platform to the millions of other projects that exist across its pool of customers. Based on things like how complex the project set-up is, or the number of overdue items, and the success of your team’s previous projects, the platform can assess the likelihood of your current project’s success. Wrike also said the AI will make recommendations when it spots red flags in order to help get your projects back on track.
Anything else? If there’s a theme to this release, it’s all about the machines. Wrike said it is also adding more machine-driven actions like automated @ mention suggestions and assignment tagging in order to reduce human error. The platform also improved its native search to server better, more relevant results based on the queries.
Why we care. Cast aside the knee-jerk “here comes Skynet” reaction to machines being able to do things like predicting a project’s success. If you could compare your project’s setup to millions of others you probably could predict it too. AI and machine learning is transforming so many of the daily tasks we use software for by adding capabilities that go far beyond what marketers can do on their own. These enhancements are just the latest.
Project management tools like Wrike have seen a big uptick since the pandemic began, especially since workforces shifted from being office-based to distributed. But any agile marketer will tell you that just using a tool to track tasks and projects is not enough. You need strategy and you need the discipline to use them correctly otherwise you’re just logging tasks and not truly organizing your work.
Marketing work management: A snapshot
What it is: Marketing work management platforms help marketing leaders and their teams structure their day-to-day work to meet their goals on deadline and within budget constraints, all while managing resources and facilitating communication and collaboration. Functions may include task assignments, time tracking, budgeting, team communication and file sharing, among others.
Why it’s important today. Work environments have changed drastically due to the COVID-19 pandemic. This has heightened the need for work management tools that help marketers navigate these new workflows.
Marketers have been at work developing processes that allow them to work with those outside their own offices since marketing projects—campaigns, websites, white papers, or webinars—frequently involve working with outside sources.
Also, with marketers required to design interfaces, write content, and create engaging visual assets today, more marketers are adopting agile workflow practices, which often have features to support agile practices.
What the tools do. All of these changes have heightened the need for marketing work management software, which optimizes and documents the projects undertaken by digital marketers. They often integrate with other systems like digital asset management platforms and creative suites. But most importantly, these systems improve process clarity, transparency, and accountability, helping marketers keep work on track.