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Machine learning. Artificial intelligence's influence on marketing.

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This presentation shows how machine learning influence marketing. The algorithm selecting content on mobile devices based on their relevance answering needs. The url internet as we know is less and less visited. The Alpha Apps are taking over. All big players are working on their own personal assistants trying to predict what we want, directly acting on our needs. So what is marketing role in future and how can you marketing when an self-learning algorithm is your audience?

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Machine learning. Artificial intelligence's influence on marketing.

  1. 1. 1 Machine Learning Artificial intelligence’s influence on marketing Alina Hückelkamp – Razorfish
  2. 2. 2 Alina Hückelkamp Chief Strategy and Innovation Officer/ Razorfish Germany @psyxonaut
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  12. 12. Here for Tomorrow. “Everything that can be digital will be digital” – Jeff Dachis (1999), Founder Razorfish is an agency purpose-built for the digital world.
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  16. 16. 16 IBM Watson
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  18. 18. 18 But... How does it work?
  19. 19. 19 Machine Learning Any application where you use data (past experiences) to tune / fine-tune an algorithm for completing a task.
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  24. 24. 24 Machine Learning Today
  25. 25. 25 Before Searchs and select
  26. 26. 26 Today Understand and answer
  27. 27. More Google searches take place on mobile devices than on computers. In 10 countries including the US and Japan. Source: Google
  28. 28. The Google App gets 30x as many action queries by voice as by typing. Asking your virtual assistant. Source: Google
  29. 29. 29 What do they do on their phones? www.bild.de www.nyt.com www.buzzfeed.de www.techcrunch.de www.cnn.com www.spiegel.de
  30. 30. 30 The reality: Social Apps are killing the url web Apps = 90% of time spent on device Social/IM=112 min Web=28 min Other apps=9 min
  31. 31. 31 Less frequent, long interactions. High text input. Frequent short to medium Interactions. Moderate text input Very short, very frequent interactions. Low to no text input. Why? Devices are getting smaller. Learning algorithm help to curate.
  32. 32. 32 Today: Learning algorithms place information where we go to see our friends
  33. 33. 33 More features are being inserted into these apps, to eat even more of our time.
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  35. 35. 35 And they are getting better in fulfilling my needs because they observe and learn.
  36. 36. 36 GAFA is focusing on customer needs only. A one stop destination for all consumer needs.
  37. 37. 37 GAFA are Gatekeeper. The Layer beteween you and your customer. Company Consumers
  38. 38. 38 Where is machine learning taking us next?
  39. 39. 39 You can add a little something here
  40. 40. 40 All major companies are working on a digital assistant
  41. 41. 42 Platforms Cortana Google Now Siri Alexa Devices
  42. 42. 43 Different companies, same functionality. For now.
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  44. 44. 45 ... But Facebook M stands out
  45. 45. 46 It doesn‘t only tell us the weather – it accomplish tasks – like purchasing items, or booking tables
  46. 46. 47 It‘s powered by artificial intelligence, with people backing it up to solve problems the AI can‘t.
  47. 47. 48 Digital Assistants will be center to peoples life and learn more and more about its users Cortana Google Now Siri Alexa M
  48. 48. 49 Machine learning will become so advanced and trusted, users will allow it to complete increasingly complex tasks for their owners
  49. 49. 50 So what can marketers do?
  50. 50. 51 #1 While the Internet is more and more an Social App Web, don‘t forget to be where your customers are and understand the algorithm. Social 112 min/day Web 28 min/day
  51. 51. 52 #2 Should I still build Apps? Well there is still room for new apps, as long as you find a niché – but it‘s getting crowded. News Communication Image Sharing ShoppingNavigation Industry App? ?
  52. 52. 53 #3 – Are Alpha Apps cutting the line between me and my customer? They are getting more and more between you and them, but they have smart tools and invest a lot. Collaborate. Create benefit. Facebook messenger lets businesses communicate with consumers
  53. 53. MyLincoln integrated in Google Now. MyLincoln Native AppGoogle Now launched Open API
  54. 54. 55 #4 – Machines can‘t predict taste or recommend emotional products? Machines are getting better. Start trusting them. Provides playlists curated by humans Provides personalized playlists curated by an algorithm
  55. 55. 56 „ It felt like an intimate gift from someone who knew my tastes inside and out, and wasn’t afraid to throw me a curveball. But the mix didn’t come from a friend — it came from an algorithm.“ – The Verge on Spotify Discover Weekly
  56. 56. 57 „Algorithms alone can’t do that emotional task. You need a human touch.“ - Jimmy Iovine of Apple Beats Music on music curation
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  58. 58. Man-Machine Collaboration Tapping into expert knowledge to derive personalization treatments Data Scientist Data Scientist let the machine find all art related content. Using other existing algorithm to preselect relevant and contemporary art. Program the algorithm to learn from the art expert on how to select, segment and judge. Learn taste. Art Experts Look at the Articles and decide of relevant or not. Segment and add meta-information. Check Machine Output, correct and and re-train if necessary. Help to segment target groups and curate on taste
  59. 59. 60 #5 – How can I give my information to the Gatekeeper? Don‘t hide it, optimize for it.
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  62. 62. 63 Who is our Audience?
  63. 63. 64 Your audience is already a machine.
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  65. 65. 66 We are here
  66. 66. 67 So what could the future look like?
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  68. 68. 69 Dankeschön. @psyxonaut

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