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Artificial Intelligence- Carving the next Era of Marketing
The document discusses the role of artificial intelligence (AI) in marketing, outlining its definition, types, and the stages of intelligence. It highlights AI use cases in areas such as content creation, marketing automation, and advertising, while also addressing concerns about data quality and security issues. Additionally, it touches on career paths in AI, emphasizing the importance of skills in data management and analytics for successful implementation.
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Artificial Intelligence- Carving the next Era of Marketing
- 1. Artificial Intelligence Carving your Pathto the Next Era in Marketing
- 3. Agenda What isArtificial 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 heckis AI?
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- 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
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- 8. Forrester Survey: There isno 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 Goingfrom 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
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- 15. Modern marketing AIsystems
- 16. Questions Modern AIHelps Solve for: What Happened? What Changed over Time? Why it changed? Why it happened? What could happen? What is the difference?
- 17. Use Cases forAI 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 AIis only as good as the data we have AI system Security and Breaches What About me?
- 19. So…umm Is thereanything you want me to do?
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- 23. Careers in Intelligence CareerTitles: • 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 IndustrialRevolution Intelligence
- 25. The Next IndustrialRevolution Intelligence Mass Marketing Digital Marketing Intelligent Marketing
- 26. Thank you. Kashif Khurshid MarketingAnalytics 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
- #12 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
- #13 Its about augmenting your precise guidelines to make decisions
- #18 https://blog.hubspot.com/marketing/ai-marketing-use-cases
- #19 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?