Marketing at Lightspeed Machine learning is being used widely in internet marketing by companies like Facebook and Google to optimize advertising delivery and gain customer insights. While AI has yet to fully transform core marketing processes, ML tools are emerging that use customer data to automate campaigns, understand customer intent, and provide insights. In the future, AI may allow for predictive advertising, automated content creation, improved product development through market research, and new forms of data collection and management to further enhance marketing.

1. Marketing at Lightspeed
THE EFFECT OF DATA AND ML ON MARKETING

2. Widespread use of ML
• Used in almost all forms of marketing on the internet
• Methods andTechniques are still in their infancy
• Facebook and Google large dominance

3. Exponential
Growth
AI has yet to effect the core of
marketing processes.

4. Facebook
• Audience Insights
• ML used to sift through user data and create meaningful connections between
users.
• Ad Delivery
• Optimize delivery for ad audience. Best audience match to creative.
• Analytics (Pixel)
• Retargeting of ads.Another data source for the main system.

5. Google
• Search Pages
• ML works through new search data to modify search results. Adaptive AI that
finds the best result for a given question.
• Ad Delivery
• ML also effects ad delivery on all platforms. Display network etc. Optimizes who
the ad is delivered.Try to make it as relevant as possible to the user.

6. ML Based Tools

7. What is the Goal?
• Make advertising more enjoyable for people. Only give people the
solutions that they actually want.
• Make advertising more efficient for companies. Much lower ad spend
for a much higher effect.
• Create lasting relationships with customers by accompanying them
through the buyers journey.

8. Other Companies
• Amazon
• Recommended Items
• Netflix
• SuggestedViewing
• Pandora
• Suggested Listening
• Microsoft
• Similar technology to google for bing. Uses machine learning in many other
capacities.

9. End of Part 1
QUESTIONS?

10. ML and AI as a Service
• Companies developing AI services for marketers and businesses
• ML powered technologies offered by all sizes of businesses
• A piece of a large marketing system

11. Proven Concepts
• Campaign Automation
• Use AI to automate and optimize elements of your online ad campaign.
Facebook solutions very popular.
• Customer Intent
• Use ML to learn about your customer relations with your brand.
• Customer Insights
• ML provides ways to pull insights out of company data and beyond.

12. Concepts in action
• Albert
• AITarget
• Adext
• Cherrypick
• Response.AI

15. Promising Concepts
• AI for knowledge management
• AI can be your assistant in finding and understand the data within your company
• Content management and creation
• AI can manage your content and potentially create new content.
• AI Sales Bots
• Prospecting and outreach from chatbots.

16. Promising Startups
• Refuel4
• Borderless Access
• Growbots
• Exceed
• BotCore
• Vidora
• DynamicYield
• Rocco
• Ayzenberg

17. End of Part 2
QUESTIONS?

18. AI for Marketing in the Future
• Market Research
• Predictive Advertising
• Content Creation
• Product Development
• Next Generation Data Collection

19. Market Research
• Data Interpretation
• AI can work through the data produced by companies to create market insights.
• Market Awareness
• Monitor the current market and be immediately aware of any opportunities
• AI driven Market Research projects
• AI can create studies, then execute them in a highly efficient manner

20. Predictive Advertising
• In the future predictive advertising could be the key to beating the
competition
• Keep customers loyal, convert dissatisfied customers, be the first to
speak to a customer
• Weird factor will be barrier

21. Content Creation
• Written Content
• Blogs
• Social media posts
• Press releases
• Visuals and Infographics
• Ad visuals
• Site imagery
• Infographics and visual reporting
• Video Content
• AI spokespeople
• Auto generated video content
• AI curated video content

22. Product Development
• Identifying customer needs
• Market data can help identify the goals of a new product. AI can do the heavy
lifting and bring forth insights.
• Jumpstart brainstorming process
• AI can create ideas based on the data it has. Learn how products are created then
create idea by itself.
• Creation of design spec
• Use data to create a design specification for a physical product, or requirements
for a service.

23. Next level data collection
• Real time data of stores and physical locations
• Who is visiting your stores and when.Who they are and what their goals are.
Personalized experiences
• Web 3.0 data management
• Decentralized stores of data for use by businesses.Will allow widespread access
to data in the future.
• More data in the future
• The future will have more data and more types of data.We are only working with
a few years worth. Perception of data will effect data.

24. Thank you!
HOPE YOU LEARNED SOMETHING USEFUL!