Artificial Intelligence- Carving the next Era of Marketing

Kashif Khurshid
Kashif KhurshidSr Strategist, Web Analytics at Waste Management
Artificial Intelligence
Carving your
Path to the Next
Era in Marketing
Artificial Intelligence- Carving the next Era of Marketing
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
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%
Artificial Intelligence- Carving the next Era of Marketing
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 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
Nothing artificial about it!
Artificial Intelligence- Carving the next Era of Marketing
Artificial Intelligence- Carving the next Era of Marketing
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 Khurshid
Marketing Analytics Manager
Kashif.Khurshid@alertlogic.com
Linkedin.com/KashifKhurshid
CaptainAnalytics.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
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Artificial Intelligence- Carving the next Era of Marketing

  • 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?
  • 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
  • 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
  • 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?
  • 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

Editor's Notes

  1. From Data to Insights to Automated & repeatable Intelligence Data- where all does it come from Desktop, Mobile and other Devices Marketing- Digital, Events & others Call Centers, surveys, word of mouth Brick & Mortar Sensors
  2. Its about augmenting your precise guidelines to make decisions
  3. https://blog.hubspot.com/marketing/ai-marketing-use-cases
  4. AI is only as good as the data we have Machine Learning is based on the historical data AI system Security and Breaches What about me?