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Cognitive Marketing Keynote - Christopher S. Penn

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Cognitive Marketing Keynote - Christopher S. Penn
As delivered at MarketingProfs B2B Forum 2017

Published in: Marketing
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Cognitive Marketing Keynote - Christopher S. Penn

  1. 1. Cognitive Marketing How AI Will Change (B2B) Marketing Forever Christopher S. Penn VP Marketing Technology SHIFT Communications @cspenn
  2. 2. V V V V
  3. 3. VOLUME V V V
  4. 4. If each gigabyte in a zettabyte were a brick, we would build 14 Great Walls of China a day.
  5. 5. VOLUME VARIETY V V
  6. 6. VOLUME VARIETY VELOCITY V
  7. 7. On target to 75 million in 2017
  8. 8. VOLUME VARIETY VELOCITY VERACITY
  9. 9. Kayak across the Pacific Ocean
  10. 10. The Prescription Is Cognitive Marketing
  11. 11. What is Cognitive Marketing?
  12. 12. Marketing that Learns
  13. 13. Using AI & ML Technologies
  14. 14. What is AI Anyway?
  15. 15. A/B Split Tests and Multivariate Tests Are Algorithms
  16. 16. Artificial Intelligence Algorithms Machine Learning Deep Learning
  17. 17. Where Machine Learning and AI Are Not Going
  18. 18. How Are We Using AI Today in Marketing?
  19. 19. AI-Powered Creation
  20. 20. Reverse- Engineering Google
  21. 21. AI-Powered Conversation
  22. 22. AI-Powered Analysis
  23. 23. FireEye Keyword Extraction IBM Watson Alchemy FireEye focuses often on vulnerabilities and threats in the broad market as well as highly technical code. Rather than incident response, they target threat research and threat intelligence.
  24. 24. Who’s Talking About Which Topics?
  25. 25. "classifiers": [ { "classes": [ { "class": "building", "score": 0.991837 }, { "class": "high-rise", "score": 0.900249, "type_hierarchy": "/buildings/high-rise" } ], "classifier_id": "default", "name": "default" } ],
  26. 26. AI-Powered Distribution
  27. 27. How Will AI Change the Future?
  28. 28. Fewer Humans Needed
  29. 29. If you do it with a template today, a machine does it without you tomorrow. - @cspenn
  30. 30. Faster Marketing
  31. 31. Hyper-Personal Marketing
  32. 32. PERSONA OF ONE
  33. 33. Higher Barriers to Entry
  34. 34. START NOW
  35. 35. M A G I
  36. 36. How to Prepare Your Career for AI
  37. 37. Multidisciplinary Skills
  38. 38. Algorithmic Thinking
  39. 39. Learn to think like a machine
  40. 40. Machine Oversight
  41. 41. Outcome-Focused
  42. 42. Let the machines do the heavy lifting
  43. 43. “Either you will manage the machines, or the machines will manage you.” - @cspenn
  44. 44. How to Prepare Your Company for AI
  45. 45. Who You’ll Need
  46. 46. If Data Is The New Oil
  47. 47. Developers
  48. 48. Data Scientists
  49. 49. Marketing Technologists
  50. 50. Developers Data Scientists Marketing Technologists
  51. 51. Are you ready to be an AI- powered superhero?
  52. 52. WhereCanIGetTheSlides.com
  53. 53. Cognitive Marketing How AI Will Change (B2B) Marketing Forever Christopher S. Penn VP Marketing Technology SHIFT Communications @cspenn WhereCanIGetTheSlides.com

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