How To Utilize Calculated Properties in your HubSpot Setup
Loren McDonald - AI and Machine Learning Technologies: What They Mean for Marketers Today and in The Future
1. Watson Customer Engagement
Loren McDonald
Marketing Evangelist
IBM Watson Marketing
@LorenMcDonald
AI and Machine
Learning:
What It Means
for Marketers
Today and in
the Future
8/14/20171
7. 7
ar·ti·fi·cial in·tel·li·gence
/ˌärdəˈfiSHəl inˈteləjəns/
noun
the theory and development of computer systems able to
perform tasks that normally require human intelligence, such as
visual perception, speech recognition, decision-making, and
translation between languages.
@LorenMcDonald
8. 8
Machine leaning is a subset of AI that allows computers
to learn the same way people do, only
faster, without being explicitly programmed.
Discovering
patterns
Learning /
Improving
over time
@LorenMcDonald
18. Watson Customer Engagement18
Lucy creates portraits of ideal customers generated from
your data:
- Defines the attributes, finds matching customers
- Offers suggested on the type of messages that will work
best for the specific segment.
25. "In economics, things take
longer to happen than you
think they will, and then
they happen faster than
you thought they
could."
Rudi Dornbusch, German Economist
25 @LorenMcDonald
32. Center-brain marketing
melds creativity and tech
to fuel success in a future
driven by machine learning.
32
Left-Brain
Analytical
Right-Brain
Creative
@LorenMcDonald
34. 34
“The real danger is not that
computers will begin to think like
men, but that men will begin to
think like computers.”
- Sydney Harris (Journalist)
@LorenMcDonald
35. Watson Customer Engagement
Thank You
“Drive change, or you might
be run over.”
Loren McDonald
IBM Watson Marketing
@LorenMcDonald
35
For customer segmentation, Lucy can deliver what Equals 3 calls “finely drawn portraits” of ideal customers, which she generates from your data. She defines the attributes and finds matching customers in the target group, filtered by geographic location, age, income or other parameters. She will also offer suggestions on the type of messages that will work best for the specific segment.
Performance Prediction/Anomaly Detection
•An automated ’cognitive analyst’ watching out for you
•Uncover current trends and contributing factors that may not be obvious through standard reporting
•Receive smart alerts to real-time anomalies in marketing response behaviors
Here you can receive real-time predictions and updates on performance metrics based on campaign milestones.
•The system recognizes anomalies in consumer response based on historical and predicted patterns.
•You can opt-in to receive alerts from the application if the cognitive system detects unusual customer behavior that can negatively impact his business
This also applies to marketing and the rise of left-brain marketing, driven by data, analytics and cognitive technologies.
Marketing has traditionally been seen as a right-brain activity: people huddled together, brainstorming copy, images and slogans.
But marketing has also been left-brained for years, although as Dornbusch's quote implies, we might not have seen it coming. Data applications have been integral to marketing for decades, including direct marketing and RFM analysis in the 1960s and 1970s.
Moving forward, this shift will be accelerated as marketing will be dominated by left-brain people using machine learning and artificial intelligence for marketing decisions, targeting, creative and conversion optimization. Technologies like IBM’s Watson cognitive marketing tools will help marketers deliver more relevant content and offers at the right time than humans alone ever could.
However, this doesn’t mean marketers will be replaced like car drivers in an autonomous, self-driving world. Marketing needs humans to provide input, make strategic decisions and recognize the emotional aspects of building brands and consumer connections.
