As marketers, do we fully understand what AI is or the implications it will have on our careers and lifestyles? Join Skyword’s CTO, John Mihalik, for a session on the advancements of AI, what the different levels of AI are, and what they mean for marketers. John Mihalik, CTO, Skyword

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Machine Learning & The Human Endeavor
How AI is Being Applied to the Future of Marke9ng

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CTO at Skyword
Hello!
I am John Mihalik

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The Industrial RevoluCon

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• Adver9sing
• Analy9cs
• Marke9ng Automa9on
• Experience Management
AI Impact: MarkeCng AI Impact: MarkeCng
• Adver9sing
• Analy9cs
• Marke9ng Automa9on
• Experience Management
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AdverCsing
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How does ProgrammaCc RTB work?
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• Targe9ng of look-alike audiences for acquisi9on
• Re-targe9ng of visitors for increased engagement
• Programma9c ad buying at scale and with ROI
AI: AdverCsing
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MarkeCng AnalyCcs
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Less
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Big Data
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AI
Big Data
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• Less need for inves9ga9ve drill down analy9cs
• Big Data drives the automa9on of ac9on taking
• AI is the fulfillment of big data
AI: AnalyCcs
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MarkeCng “AutomaCon”

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Lead AcquisiCon Lead Scoring Lead Nurturing Email MarkeCng
Marke6ng
Automa6on
Personaliza6on

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AutomaCon PersonalizaCon
AI
MarkeCng

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• Automated engagement for nurturing, ac9va9on, and reten9on
• Fewer triggers and more AI-determined engagements
• Automated lead classifica9on and scoring
• Not just personalized emails, automated personalized
engagements
AI: MarkeCng AutomaCon
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Experience Management (XM)
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Skyword Personalized Recommenda9ons
Built with Skyword’s deep learning system
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Skyword Personalized Recommenda9ons (SPR) is an ar9ficial
intelligence-based engine that delivers personalized on-site and
email content recommenda9ons that generate increased
engagement and conversions.
What is SPR?
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Why?
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74% of online consumers get
frustrated with websites when
content appears that has nothing
to do with their interests.
Source: Janrain and Harris Interac2ve
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60% of marketers struggle
to personalize content in real
Cme, yet 77% believe real-Cme
personalizaCon is crucial.
Source: Neolane & DMA
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Contextual Filtering of RecommendaCons
Recommend
Personalized
Blog Health
Business Video
Recent
Blog
Health
Business
Video
Popular
Blog
Health
Business
Video
Related
Blog
Video
Products
SoluCons
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Contextual Filtering of RecommendaCons
Recommend
Personalized
Blog Health
Business Video
Recent
Blog
Health
Business
Video
Popular
Blog
Health
Business
Video
Related
Blog
Video
Products
SoluCons
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Contextual Filtering of RecommendaCons
Recommend
Personalized
Blog Health
Business Video
Recent
Blog
Health
Business
Video
Popular
Blog
Health
Business
Video
Related
Blog
Video
Products
SoluCons
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Contextual Filtering of RecommendaCons
Recommend
Personalized
Blog Health
Business Video
Recent
Blog
Health
Business
Video
Popular
Blog
Health
Business
Video
Related
Blog
Video
Products
SoluCons
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Personalized
RecommendaCons
for Email
Personalized recommenda9ons for email
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• Full-site dynamic experiences personalized specifically to you
• Data-driven intelligent op9miza9on of the en9re experience
• Homepages, category pages, and “you” pages/sec9ons
• Filtered recommenda9ons by content type or category: most
relevant, recently published, popular
• Automated experience touchpoint tracking
• Automated engagement detec9on that triggers calls to ac9on
AI: Experience Management
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Where are we going?
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• Adver9sing
• Analy9cs
• Marke9ng Automa9on
• Experience Management
AI Impact: MarkeCng AI Impact: MarkeCng
• Adver9sing
• Analy9cs
• Marke9ng Automa9on
• Experience Management
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Many of the day-to-day tasks of acquiring and engaging
prospects will be automated.
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The last item to go will be original content crea9on.
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OpCmizaCon vs. CreaCon

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QuesCons?
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1. Open Forward mobile app
2. Navigate to session
3. Click “Take Survey”
Your Feedback Needed
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