1. Artificial Intelligence
Carving your
Path to the Next
Era in Marketing

3. Agenda What 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

4. What the heck is AI?

5. Pick ME!!!

6. 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

7. Types of Intelligence

8. 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%

10. 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

11. RoadMap of Going from Data to AI
Data and Records
Data 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

12. Nothing artificial about it!

15. Modern marketing AI systems

16. 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?

17. 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

18. Concerns with AI
AI is only as
good as the
data we have
AI system
Security and
Breaches
What About
me?

19. So…umm Is there anything you want me to do?

20. The New World ???

21. The New World !!!

22. Oh Yea…that Artificial
Intelligence!!!

23. 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

24. The Next Industrial Revolution
Intelligence

25. The Next Industrial Revolution
Intelligence
Mass
Marketing
Digital
Marketing
Intelligent
Marketing

26. Thank you.
Kashif Khurshid
Marketing Analytics Manager
Kashif.Khurshid@alertlogic.com
Linkedin.com/KashifKhurshid
CaptainAnalytics.com
Want a copy of the
presentation?
Visit CaptainAnalytics.com

27. 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