Artificial Intelligence- Carving the next Era of Marketing
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Transcript of Artificial Intelligence- Carving the next Era of Marketing
Artificial Intelligence
Carving your Path to the Next Era in Marketing
Age
nd
aWhat is Artificial Intelligence (AI)
Forrester Survey on AI
Types of Intelligence
Stages of Intelligence
Role of AI in Marketing
Roadmap of going from data to AI
AI Use Cases
Concerns with AI
Career Paths & Preparation
What the heck is AI?
Pick ME!!!
Artificial Intelligence Definition:
1: a branch of computer science dealing with the simulation of intelligent behavior in computers
2: the capability of a machine to imitate intelligent human behavior
Types of Intelligence
Forrester Survey:
There is no defined business case
Not clear what AI can be used for
Don’t have the required skills
Need first to invest in modernizing data management platform
What are obstacles to AI adoption as expressed by companies with no plans of investing in AI
42%
39%
33%
29%
Stages of Intelligence
Knowledge • Data, text, activity
Pattern Recognition
• Face, speech, optical
Machine Learning
• Models, Deep Learning
Predictive• Based on
Probabilistic or Fuzzy Logic
Robotics
•Applying Learning at the last millisecond, intelligent personalization
RoadMap of Going from Data to AI
Data and RecordsData Cleansing & Standardization
Reports and Dashboards
Hypothesis validation &
Insights
Advance Visualization &
Story Telling
Data System Integration for one
holistic view
Attribution & Journey Mapping
Build Custom Models &
Predictions
Establish segments and data clusters
Create personalized experiences based
on intelligence
From Data to Insights to Automated & repeatable Intelligence
Nothing artificial about it!
Modern marketing AI systems
Questions Modern AI Helps Solve for:
What Happened?
What Changed over Time?
Why it changed?
Why it happened?
What could happen?
What is the difference?
Use Cases for AI in Marketing
Website Design
• The Grid
Content Creation
• Word Smith
• Quill
• Hemingway (additional clean up)
Content Curation
• Amazon & Netflix providing Recommendation
Search
• Voice Search (Conversational)
• Siri, Alexa, Cortana, Google Home
• Google RankBrain
Marketing Automation
• Boomtrain (send custom email based on behavior)
Social Media
• Custom Ads & feedback loop
• Mitigate negative UX from clickbaits
Images
• Snapchat Instrgram with Augmented Reality via filters
Advertising
• Automated bidding
• Programmatic advertising
• Albert
ChatBots & Growthbots
• Fully automated computer responses and actions
• Providing precise information to user
Sales handoff
• Identify hot leads
• Conversica- Angie
• Buyer Journey from Leads to Closed Won Deals
Concerns with AI
AI is only as good as the
data we have
AI system Security and
Breaches
What About me?
So…umm Is there anything you want me to do?
The New World ???
The New World !!!
Oh Yea…that Artificial Intelligence!!!
Careers in Intelligence
Career Titles:
• Business Intelligence (BI) Developer, Admin, Technician
• Data Scientist, Data Scientist
• Digital Marketing Analyst, Strategist, Manager, Director
• Chief Digital Officer / Scientist
Keywords:
• Data
• Data Science
• Data Governance
• Insights
• Intelligence
• Analytics
• Visualization
The Next Industrial Revolution
Intelligence
The Next Industrial Revolution
Intelligence
Mass Marketing
Digital Marketing
Intelligent Marketing
Thank you.
Kashif KhurshidMarketing Analytics [email protected]/KashifKhurshidCaptainAnalytics.com
Want a copy of the presentation?Visit CaptainAnalytics.com
Additional Sources:
• https://venturebeat.com/2017/11/06/ai-enabled-technologies-could-help-museums-survive-the-digital-age/
• http://www.govtech.com/computing/Understanding-the-Four-Types-of-Artificial-Intelligence.html
• https://www.forbes.com/sites/gilpress/2017/01/23/top-10-hot-artificial-intelligence-ai-technologies/#411ed70a1928
• https://lifehacker.com/the-nine-types-of-intelligence-every-person-has-1772693736
• https://blog.hubspot.com/marketing/ai-marketing-use-cases