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Cup of Data Webinar - March 18th

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Introduction to AI for Sales and
Marketing Leaders: Getting
Started with Quick Wins
Greg Werner - 3/13/2018

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A.I. Buzzwords for Marketing
and Sales - Let’s Stop the
Madness!

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3
Artificial Intelligence Concepts
Artificial
Intelligence
Big Data
Machine Learning
Deep Learning
Learning algorithms - s...

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Cup of Data Webinar - March 18th

  1. 1. Introduction to AI for Sales and Marketing Leaders: Getting Started with Quick Wins Greg Werner - 3/13/2018
  2. 2. A.I. Buzzwords for Marketing and Sales - Let’s Stop the Madness!
  3. 3. 3 Artificial Intelligence Concepts Artificial Intelligence Big Data Machine Learning Deep Learning Learning algorithms - supervised, unsupervised, and semi- supervised How can we improve our top and bottom lines using these techniques?
  4. 4. 4 Supervised, Unsupervised, and Semi- Supervised
  5. 5. 5 Machine Learning … Generally Speaking Used with structured data sets Good for unsupervised, supervised, and semi supervised
  6. 6. 6 Deep Learning … Generally Speaking Used with unstructured data sets Good for supervised, and semi supervised data
  7. 7. Conversion Rates Tracking conversion rates to train models to predict conversion rates on unseen data. Improve CRM Opportunities Identify the best combination of attributes to suggest process improvements. Predict Churn Predict churn rates for new customers based on historical patterns. Market Segments Cluster similar personas into market segments to create more targeted marketing campaigns. 7 Use Cases with Machine Learning
  8. 8. Image Recognition Assign attribution to offline marketing campaigns. Measure Intent Use sentiment analysis to gage intent for a potential customer. Translations Reach out to potential customers that are not fluent in your native language. Voice Patterns Identify the most common voice patterns for you most successful sales reps. 8 Use Cases with Deep Learning
  9. 9. 9 The A.I. Burrito The number of combinations rises exponentially!
  10. 10. How do we setup the organization to implement ML and DL?
  11. 11. Hacking Skills Programming, data munging Domain Level Expertise The best data scientists are those that understand the problems they are try. They understand the Sales and Marketing domain! 11 The Data Science Persona Math and Stats Mathematical skills, mostly involved with statistics, algebra, and some calc. The Data Scientist The ideal data scientist has skills from all three domains!
  12. 12. 12 Low Hanging Fruit - Quick Wins Improve performance of a Landing Page Use a chat bot and predict high value customers Measure sentiment on social media Predictive lead scoring
  13. 13. We are offering too many discounts The firm is offering blanket discounts to all of their potential customers to reach end of quarter goals. 13 Try to Solve a Business Problem Segment users Segment users based on similar attributes. Later stages can focus on micro segmentation. Experiment with A/B Tests It’s only a science if you can test it. Test various campaigns with various segments and test them. Encourage challenger models.
  14. 14. 14 Key Takeaways Machine Learning and Deep Learning is a process You can’t get around the data munging, for now, anyway. Deep Learning is used mostly for supervised learning problems Automating the ML and DL pipelines are important Data science is a team effort A.I. doesn’t exist yet. But it’s less of a mouth full.
  15. 15. Predicting an Account Propensity Score (APS)?
  16. 16. 16 B2B Accout Propensity Scores The combination of ideal Fit / Intent Data is unique Account ‘Fit’ Information Fit Information includes Firmographic, Demographic, and Technographic data Behavior = Intent Behavior on channels that aren’t just public web sites
  17. 17. 17 How Cup of Data Delivers Leads Training Data Testing Data ML/DL Models Cross Validatio n Cup of Data Optimizat ion Engine Conversion Rates New Configurations API Sales and Martech Apps Data with conversion results InsideView Fit Data SQL DB Deliverable to Client = (Account/Lead + Context + Account Propensity Score (APS)) Behavior Data CoD API Gatewa y Third party integration services: Zapier, Mulesoft, Slack, etc. Graph DB CoD App Services
  18. 18. Thank You!! 18 greg@cupofdata.com linkedin.com/in/wernergreg/ www.cupofdata.com 3423 Piedmont Rd NE Atlanta, GA 30305

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