Content Marketing World 2016 Presentation: This session is an exploration of what's possible as algorithms and artificial intelligence rapidly advance the industry. Attendees will leave inspired by a collection of case studies, and armed with an array of readily available technologies that marketers can use to make their content more automated and intelligent. KEY TAKEAWAYS * Understand what the disruption of other industries can teach us about the inevitable impact artificial intelligence will have on the marketing industry. * Learn about the marketing technology companies that are leading the way in advanced automation, predictive analytics and machine-generated content. * Apply new technologies and processes to make your content marketing more efficient and effective.

1. @TwitterHandle • #CMWorld
Content Marketing in the
Machine Age
Paul Roetzer
Founder & CEO, PR 20/20
@paulroetzer
@paulroetzer • #CMWorld
Sept. 7, 2016
Copyright 2016 PR 20/20. All rights reserved.

2. Consider
how
much
!me
your
marke2ng
team
spends
.
.
.
crea2ng
ad
copy
managing
digital
ad
campaigns
tes2ng
headlines,
landing
pages,
ads
scheduling/publishing
social
shares
predic2ng
opens,
clicks,
conversions
reviewing
analy!cs
wri2ng
performance
reports
recommending
content
strategies
dra;ing
social
media
updates
discovering
keywords
planning
blog
post
topics
wri!ng
content
op!mizing
content
cura!ng
content
personalizing
content
automa!ng
content
building
email
workflows
Copyright 2016 PR 20/20. All rights reserved.

3. Now imagine if machines performed the
majority of those activities,
and a marketer’s primary role
was to enhance rather than create.

4. There is a relatively untapped technology that possesses
the power to change everything…

5. artificial intelligence

6. “The
science
of
making
machines
smart.”
—
Demis
Hassabis,
Co-­‐Founder
&
CEO
of
DeepMind
@paulroetzer • #CMWorld
what
is
ar!ficial
intelligence?
(which
in
turn
augments
human
knowledge
and
capabili5es)
Source: Rolling Stone

7. a
set
of
instruc!ons
that
tells
the
machine
what
to
do.
@paulroetzer • #CMWorld
what
is
an
algorithm?
(except
with
AI
the
machine
can
create
its
own
algorithms,
determine
new
paths,
and
unlock
unlimited
poten5al
to
advance
marke5ng,
and
mankind.)

8. THE DISRUPTION OF
INDUSTRIES

9. @paulroetzer www.pr2020.com
60%
of
all
trades
are
executed
by
computers
with
liKle
or
no
real-­‐2me
oversight
from
humans.
Source:
Christopher
Steiner,
Automate
This

10. @paulroetzer
avg
120
stops/day

11. what
is
the
possible
number
of
alterna!ves
for
ordering
those
stops?
@paulroetzer www.pr2020.com

12. 6,689,502,913,449,135,000,000,000,
000,000,000,000,000,000,000,000,
000,000,000,000,000,000,000,000,
000,000,000,000,000,000,000,000,
000,000,000,000,000,000,000,000,
000,000,000,000,000,000,000,000,
000,000,000,000,000,000,000,000,
000,000,000,000,000,000,000,000,
000,000
Source: Wall Street Journal

13. “Can
a
human
really
think
of
the
best
way
to
deliver
120
stops?
This
is
where
the
algorithm
will
come
in.
It
will
explore
paths
of
doing
things
you
would
not,
because
there
are
just
too
many
combina2ons.”
Jack
Levis
Senior
director
of
process
management,
UPS
Source: Wall Street Journal

14. NETFLIX
uses
algorithms
to
suggest
content
and
manufacture
shows
based
on
subscriber
viewing
habits
and
preferences.
Source:
NeUlix
Tech
Blog

15. 75%
of
what
people
watch
on
NeSlix
is
from
some
sort
of
algorithm-­‐generated
recommenda!on
Source:
NeUlix
Tech
Blog

16. Epagogix
algorithms
analyze
movie
scripts
to
predict
how
much
money
they
will
make
at
the
box
office
and
offer
recommenda!ons
on
how
to
make
them
more
marketable
and
profitable,
including
through
changes
to
plot
lines,
seVngs,
character
roles
and
actors.

17. Source: Tesla

19. @paulroetzer www.pr2020.com

20. THE MARKETING MACHINE AGE

21. why marketing? why now?

22. POTENTIAL to disrupt + the REWARD for disruption
@paulroetzer • #CMWorld

23. ExactTarget
IPO
(Mar
'12)
Oracle
buys
Eloqua
(Dec
'12)
SF
buys
ExactTarget
(Jun
'13)
IBM
buys
Silverpop
(Apr
'14)
Marketo
market
cap
(8-­‐30-­‐16)
HubSpot
market
cap
(8-­‐30-­‐16)
0 5 10 15 20 25
$161.5M
$871
M
$2.5
B
venture
funding,
mergers,
acquisi2ons
and
IPOs
have
fueled
the
marke!ng
automa!on
space
@paulroetzer www.pr2020.com
$270
M
$1.6
B
$1.9
B
@paulroetzer www.pr2020.com

24. marke2ng
automa2on
plaUorms
save
!me,
increase
efficiency
and
produc!vity,
and
drive
performance.
BUT
.
.
.

25. the marketing automation we see
today is elementary, and,
ironically, largely manual. . .
@paulroetzer www.pr2020.com

26. marketing automation platforms generally do NOT
provide deep insights into data, recommend actions,
predict outcomes or create content.
@paulroetzer www.pr2020.com

27. 90% of all data in the world
has been created in the last 2 years
Source:
IBM

28. marketers have access to data from dozens of sources:
social monitoring, media monitoring, web analytics,
email, call tracking, sales, advertising, remarketing,
ecommerce, mobile apps. . .

29. We
have
a
finite
ability
to
process
informa2on,
build
strategies,
create
content
at
scale,
and
achieve
performance
poten!al.

30. Algorithms, in contrast, have an almost
infinite ability to process data, and deliver
predictions, recommendations and
content better, faster and cheaper.
Image:
Wikimedia
Commons

31. And
yet
content
marke2ng
remains
largely
human
powered,
with
a
bit
of
automa2on
mixed
in.
@paulroetzer www.pr2020.com

32. The future may be
closer than you think.

33. NATURAL LANGUAGE GENERATION
(AKA MACHINE-ASSISTED CONTENT)

34. “Powered
by
Ar2ficial
Intelligence,
Quill
is
our
advanced
natural
language
genera!on
(Advanced
NLG)
plaSorm
for
enterprise
organiza2ons
that
goes
beyond
repor2ng
the
numbers—it
creates
perfectly
wriben,
meaningful
narra!ves
for
any
intended
audience.”

37. Image:
Franck
Calzada/YouTube
The AP “writes”
10x more earnings
reports using
Automated Insights
technology

39. NATURAL LANGUAGE
GENERATION CASE STUDY

40. @paulroetzer

41. Define
Founda2on
Projects
Subjective analysis
Internal stakeholders
10 sections
27 profile fields
132 factors
Sample
Marke5ng
Score
Factor
Slider
Scale

42. A
strong
marke!ng
technology
founda2on
is
cri2cal
to
driving
performance.
Core
technologies,
when
integrated,
improve
efficiencies,
maximize
produc2vity
and
ROI,
and
create
compe22ve
advantages.
The
company
should
priori2ze
CMS
(5),
CRM
(4),
email
marke2ng
(3),
marke2ng
analy2cs
(2)
and
marke2ng
automa2on
(2).
sample key finding

43. A
strong
marke!ng
technology
founda2on
is
cri2cal
to
driving
performance.
Core
technologies,
when
integrated,
improve
efficiencies,
maximize
produc2vity
and
ROI,
and
create
compe22ve
advantages.
The
company
should
priori2ze
CMS
(5),
CRM
(4),
email
marke2ng
(3),
marke2ng
analy2cs
(2)
and
marke2ng
automa2on
(2).

44. * Requires human writers to develop and enhance templates.
Using
Natural
Language
Genera!on
(aka
Machine
Assisted)*:
50
briefs
x
15
minutes
per
brief
=
12.5
hours/month
The
Diff:
37.5
hours
(at
a
cost
of
$250/month
for
the
license.)
Tradi!onal
Way:
50
briefs
x
1
hour
per
brief
=
50
hours/month

45. The
Benefits
More
accurate
(eliminates
human
error)
More
briefs
published
(enables
content
at
scale)
More
cost
efficient
(shi;s
2me
to
edi2ng
only)
More
engagement
More
value
crea!on
for
members
More
new
business
opportuni!es

46. MARKETING AI COMPANIES
(PLAN, CREATE, OPTIMIZE, PERSONALIZE,
PROMOTE & MEASURE CONTENT)

47. @paulroetzer
“Tapping
into
the
power
of
big
data,
ar!ficial
intelligence,
and
machine
learning,
our
proprietary
so;ware
can
tell
your
editorial
team
exactly
what
to
write
about.”

48. @paulroetzer
Curata
u2lizes
informa!onal
retrieval
techniques,
machine
learning,
and
natural
language
processing
to
learn
users’
content
preferences,
detect
duplicate
content,
categorize
and
classify
content,
and
predict
content
contribu!on
to
marke2ng
goals.

49. @paulroetzer

50. @paulroetzer

51. @paulroetzer

52. @paulroetzer

53. @paulroetzer
Marke!ng
success
powered
by
machine
learning
Advanced
data
analy2cs
and
intelligent
tools
to
help
marketers
produce
the
right
content,
in
the
right
format,
to
target
the
right
audience
at
the
right
2me.

54. @paulroetzer

55. @paulroetzer
“Cortex’s
brain
is
an
Ar2ficial
Intelligence
plaUorm
that
understands
marke!ng
content
and
predicts
how
consumers
will
react
to
that
content.”

56. “At
the
heart
of
all
of
these
algorithm-­‐enabled
revolu2ons
on
Wall
Street
and
elsewhere,
there
exists
one
persistent
goal:
predic!on—to
be
more
exact,
predic2on
of
what
other
humans
will
do.”

57. “Imagine
a
world
where
you
can
predict
with
above
85%
accuracy
who
will
buy,
what
they
will
buy,
how
much,
what
channel
will
reach
them,
what
message
will
resonate.”
—
Amanda
Kahlow,
6sense
founder
and
CEO
Source:
VentureBeat

58. “6sense
predic!ons
power
all
downstream
sales
and
marke2ng
systems
with
intelligence
on
who
is
in
market
to
buy,
what
products,
when
they
will
buy
and
where
they
are
in
the
buyer’s
journey.”

62. THE NEXT FRONTIER

63. Private investment in the AI sector has grown
from $1.7B in 2010 to $14.9B in 2014
The market for AI based analytics could grow
from $8.2B to $70B by 2020.
— Source: BofA Merrill Lynch: Robot Revolution — Global Robot & AI Primer

64. $29.4 M
$36.0 M
$9.5 M
Source:
Crunchbase
Artificial Intelligence + Marketing
$266+ M $80.0 M*
$66.0 M
$14.5 M
$13.9 M
$11.0 M
$5.4 M
Not
shown
above:
Cortex
=
$500k,
MarketMuse
=
$245k,
Curata=
N/A

65. “We’re in an AI spring. For our
company, and I think for every
company, the revolution in data
science will fundamentally
change how we run our
business because we’re going
to have computers aiding us in
how we’re interacting with our
customers.”
— Marc Benioff
Source:
FortuneImage:
Wikipedia

67. Source: Social Media Frontiers
Facebook
uses
“deep
learning,”
an
AI
subfield,
to
filter
your
Newsfeed
and
recognize
faces
in
photos
you
upload,
but
that’s
only
the
beginning
.
.
.

68. Source: Social Media Frontiers
hKps://research.facebook.com/ai
“We’re
commiKed
to
advancing
the
field
of
machine
intelligence
and
developing
technologies
that
give
people
beber
ways
to
communicate.
In
the
long
term,
we
seek
to
understand
intelligence
and
make
intelligent
machines.”

69. search,
voice
recogni!on,
language
transla!on,
robots,
driverless
cars
.
.
.

71. Image:
Wikimedia
CommonsSource:
Business
Insider
The
story
of
ar2ficial
intelligence
can’t
be
told
without
IBM
,
which
possesses
an
es!mated
500
AI-­‐related
patents.

72. IBM
Watson
is
a
technology
plaUorm
that
uses
natural
language
processing
and
machine
learning
to
reveal
insights
from
large
amounts
of
unstructured
data
Source: IBM

73. Source: Popular Science
“IBM
used
machine
learning
and
experimental
Watson
APIs,
parsing
out
the
trailers
of
100
horror
movies.
It
did
visual,
audio,
and
composi2on
analysis
of
individual
scenes.
.
.
.
Watson
was
then
fed
the
full
film,
and
it
chose
scenes
for
the
trailer.
.
.
.
A
process
that
would
normally
take
weeks
was
reduced
to
hours.”

75. "Cogni2ve
technology
is
there
to
extend
and
amplify
human
exper!se,
not
replace
it.”
—
Rob
High,
Chief
Technology
Officer,
IBM
Watson
@paulroetzer • #CMWorld

76. Rather
than
simply
automa2ng
manual
tasks,
ar!ficial
intelligence
adds
a
cogni!ve
layer
that
infinitely
expands
marketers’
ability
to
process
data,
iden2fy
paKerns,
predict
outcomes,
and
build
intelligent
strategies
and
content
beber,
faster
and
cheaper.
@paulroetzer • #CMWorld

77. dra;ing
social
media
updates
*
discovering
keywords
*
planning
blog
post
topics
*
wri!ng
content
*
op!mizing
content
*
cura!ng
content
*
personalizing
content
*
automa!ng
content
*
building
email
workflows
*
crea2ng
ad
copy
*
managing
digital
ad
campaigns
*
tes2ng
headlines,
landing
pages,
ads
*
scheduling/publishing
social
shares
*
predic2ng
opens,
clicks,
conversions
*
reviewing
analy!cs
*
wri2ng
performance
reports
*
recommending
content
strategies

78. and imagine if that was only the beginning . . .

79. OK, NOW WHAT? WHERE DO I GO TO LEARN
MORE? HOW DO I GET STARTED WITH AI?

80. @paulroetzer
Our mission is to educate modern marketers on the present and future potential of artificial intelligence, and
connect them with AI-powered technologies that can drive marketing performance and transform their careers.
Go to: bit.ly/CMW16-MAII

81. @paulroetzer
Go to: bit.ly/CMW16-MAII

82. @TwitterHandle • #CMWorld
Paul Roetzer
Founder & CEO, PR 20/20
@paulroetzer • #CMWorld
www.pr2020.com
Copyright 2016 PR 20/20. All rights reserved.