AI, Machine Learning, and their Application for Growth - #GHConf18

Adelyn Zhou
CMO, TOPBOTS
@AdelynZhou
AI, Machine Learning,
and their Application for
Growth
#GHConf18

What Every Marketer
Needs to Know About
Machine Learning
Adelyn Zhou
@adelynzhou

@adelynzhou
Growth getting harder

"If your competitor is
rushing to build AI
and you don’t,
it will crush you”
Elon Musk

Top 25 People To Follow In AI (IBM
Watson); Top 9 People in AI (Forbes, Top
10 in Bots (Inc)
Research Writer for VentureBeat & Forbes
Previously at BCG, Amazon, Nextdoor,
Eventbrite
Co-Author of Applied Artiﬁcial Intelligence
Harvard College & Harvard MBA
ADELYN ZHOU

@adelynzhou
Use AI to help marketers ﬁnd competitive edge
Using Machine Intelligence
1. Brand engagement on Twitter
2. Content ampliﬁcation on LinkedIn
3. Bot design and development
4. Customer sentiment analysis, etc.

AUTOMATION
AI
Machine
Learning

@adelynzhou
What is needed for machine learning?

@adelynzhou
Processing
Power

@adelynzhou
Processing
Power
Data

@adelynzhou
Processing
Power
Models
(algorithms)
Data

@adelynzhou
AI takes data inputs and generates an output
Input:
Data
Sensors
Images
Text, etc.
Output:
Prediction
Action
Images
Text, etc.
Artiﬁcial
Intelligence
Model

@adelynzhou
Machine Learning
Main types of machine learning models
Semi-Supervised
Learning
Unsupervised
Learning
Reinforcement
Learning
Supervised
Learning

@adelynzhou
1. Text Classiﬁcation

@adelynzhou
Text Classiﬁcation for user insights

@adelynzhou
Text Classiﬁcation for sentiment analysis

@adelynzhou
Clustering for customer segmentation

@adelynzhou
Clustering for recommendation systems

@adelynzhou
Regression models for dynamic pricing

@adelynzhou
Regression for marketing spend and performance

@adelynzhou
Regression for sales forecasting
Can model thousands of features
Weather, demographics, geography, inventory levels, repeat
purchases, pricing, etc. rather than a few

@adelynzhou
4. Multi-Arm Bandits

@adelynzhou
Multi-Arm Bandits for content optimization

@adelynzhou
1. Short tests
1. Headline testing
2. Short term campaigns and promotions
2. Long term tests
1. Set it and forget it optimization
2. Ad targeting
3. Optimization with attribution
Multi-Arm Bandits for short and long term tests

@adelynzhou
5. Conversational AI
WHAT IS A CONVERSATIONAL BOT?

@adelynzhou
5. Conversational AI
WHAT IS A CONVERSATIONAL BOT?
Also known as: chatbot, virtual assistant,
digital assistant, conversational UI
A conversational bot is a computer program
you can converse with, either through voice
or text.

@adelynzhou
Messaging Platforms
Conversational AI for messaging platforms

@adelynzhou
Conversational AI for websites and apps

@adelynzhou
Conversational AI for voice assistants

@adelynzhou
Marketing
Brand awareness
Drive to store
E-commerce
Functionality
Core functionality
Productivity
Automation
Customer Service
Customer support
Store information
CRM engagement
Conversational AI for marketing and care

@adelynzhou
6. Generative Models
Recurrent Neural Networks (RNNs)

@adelynzhou
6. Generative Models
Generative Adversarial Networks (GANs)

@adelynzhou
Generative models for name generation

@adelynzhou
Generative models for copy creation

@adelynzhou
“Yes, it’s for fans of possibility”
“Yes, it’s Mother Nature approved”
“Yes, this car is an ode to tech”
“Yes, the future is available now”
“Yes, it will turn heads on the moon”
Generative models for copy creation

@adelynzhou
Human or Bot?
Generative models for text creation

@adelynzhou
“A shallow magnitude 4.7 earthquake was
reported Monday morning ﬁve miles from
Westwood, California, according to the U.S.
Geological Survey. The temblor occurred at 6:25
a.m. Paciﬁc time at a depth of 5.0 miles.”

@adelynzhou
“Kitty couldn’t fall asleep for a long time. Her
nerves were strained as two tight strings, and
even a glass of hot wine, that John made her
drink, did not help her. Lying in bed she kept
going over and over that monstrous scene at the
meadow.”

@adelynzhou
“How little we know of what there is to know. I
wish that I were going to live a long time instead
of going to die today because I have learned
much about life in these four days; more, I think
than in all other time.”

@adelynzhou
Generative Methods for image generation

@adelynzhou
7. Computer Vision

@adelynzhou
Computer Vision for product recognition
Opticwhite

@adelynzhou
Computer Vision for earned media calculation

@adelynzhou
Computer Vision for e-commerce relevance

@adelynzhou
Computer Vision for content moderation

@adelynzhou
8. Robotic Process Automation
Source: Roboyo

@adelynzhou
Robotic Process Automation for daily reports
Source: Moz

@adelynzhou
bit.ly/growthhackers2018

W W W. T O P B O T S . C O M
APPLIED ARTIFICIAL INTELLIGENCE

Learn more about the
GrowthHackers Conference at
GrowthHackers.com/Conference

AI, Machine Learning, and their Application for Growth - #GHConf18

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