Artificial Intelligence in Marketing
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Artificial intelligence can be used in marketing in several ways. It allows for planning based on historical data, production of personalized and data-driven content, and personalization of content for individual users. AI also enables promotion by identifying trends and adjusting ad spend, as well as performance analysis to discover top-performing content and forecast results.
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Artificial Intelligence in Marketing
- 3. Artificial Intelligence Natural Language Understanding • Speech Recognition • Speech To Text • Text To Meaning • Sentiment Analysis Computer Vision Self-Driving Cars & Robots Machine Learning
- 4. Specific Logic • Do this, then this, then this • If this happens, do that • If confused, report error Mathematical Model • Describe numerical relationships • Calculate alternatives • Human compares results & iterates Statistical Model • Project likelihoods • Human compares & iterates • Calculate probabilities Machine Learning Creates models from data And changes its mind The Progress
- 5. Categories of Machine Learning S u p e r v i s e d
- 6. Categories of Machine Learning U n s u p e r v i s e d
- 7. Categories of Machine Learning R e i n fo r c e m e n t
- 8. What is Machine Learning Good For? Augmented Reality
- 9. What is Machine Learning Good For? Object Recognition
- 10. What is Machine Learning Good For? Facial Recognition
- 11. What is Machine Learning Good For? Voice Recognition
- 12. What is Machine Learning Good For? Bots
- 13. What is Machine Learning Good For? Face Data
- 14. What is Machine Learning Good For? Analyzing The Market • Deep Publication Analysis • Trend Summarization
- 15. What is Machine Learning Good For? Automating Response
- 16. What is Machine Learning Good For? • Review Your Customer Data • Review Public Data • Find Most Likely Content • Find Subject Matter Experts • Find Content Created By Them • Engage Those Experts / Promote That Content
- 17. What is Machine Learning Good For? Personalization
- 18. 5p’s of AI For Marketing P l a n n i n g • Construct Buyer Personas Based On Needs, Goals, Intent And Behavior • Define Topics And Titles For Content Marketing Editorial Calendars • Determine Goals Based On Historical Data And Forecasted Performance
- 19. 5p’s of AI For Marketing P l a n n i n g
- 20. 5p’s of AI For Marketing P r o d u c t i o n • Predict content performance before deployment • Create data-driven content • Analyze and edit content for grammar, sentiment, tone and style • Tag images and content with keywords and categories • Convert text to voice
- 21. 5p’s of AI For Marketing P r o d u c t i o n
- 22. 5p’s of AI For Marketing Pe r s o n a l i z a t i o n • Recommend Highly Targeted Content To Users In Real-time • Engage Users In Conversations Through Bots And Chat • Optimize Email Send Time At The Individual Recipient Level
- 23. 5p’s of AI For Marketing Pe r s o n a l i z a t i o n • Recommend Highly Targeted Content To Users In Real-time • Engage Users In Conversations Through Bots And Chat • Optimize Email Send Time At The Individual Recipient Level
- 24. 5p’s of AI For Marketing P r o m o t i o n • Identify Social Media And News Trends For Promotional Opportunities. • Adjust Digital Ad Spend In Real-time Based On Performance • Moderate Comments At Scale Across Social Channels
- 25. 5p’s of AI For Marketing P r o m o t i o n
- 26. 5p’s of AI For Marketing Pe r fo r m a n c e • Discover Insights Into Top Performing Content And Campaigns • Forecast Campaign Results Based On Predictive Analysis • Create Performance Report Narratives Based On Marketing Data
- 27. 5p’s of AI For Marketing Pe r fo r m a n c e • Discover Insights Into Top Performing Content And Campaigns • Forecast Campaign Results Based On Predictive Analysis • Create Performance Report Narratives Based On Marketing Data
Editor's Notes
- SL Every bit that you write down is an instruction to the machine to do something very Specific And if it breaks, you get an error code and if it really breaks, you get one of those and you start over MM mathematical model is, well it's an excel spreadsheet. It is data and formula together that you can iterate, you can play with, you can put in different, you can change the formula, you can put in different values and you can iterate. You can play the what if game for ever and ever. SM So, you've got a year's worth of data and you take the first nine months and you build a model that describes, mathematically describes this data and predicts what the next three months are. You run the prediction and you compare that against the actual last three months and if it's close, it's really useful and it takes some work to get it to be close ML It creates models from data and changes its mind instead of the humans saying, here's a model that might work. It looks at the data and it generates a model and then when it gets new data, it changes its mind. It changes the model as it goes. It creates that statistical analysis, XL spreadsheet, iteration on its own.
- It is only statistical analysis So supervised is, I know the answer and I'm teaching the machine. I'm supervising the machine on recognizing what I want it to see.
- You don't know the right answer Machine finds patterns in unlabeled data may or may not be useful (correlation/causation) Unsupervised is telling me something I don't know
- So, I'm going to do it with email. The more that are delivered, the more that are open, the more that people click through, the more conversions there are. I'm going to reward the machine for having a good answer.
- MarketMuse is focused much more on search engine optimization, both for existing content, and future content you may write. If you run existing content through MarketMuse, it will actually identify which keywords you should be targeting, any gaps you have in your actual optimization of the content itself, and it will also highlight opportunities for you to rank for certain topics and terms.
- Phrasee automatically writes email subject lines. Phrasee's algorithms will analyze your brand's data, learn your voice, learn your tone, learn what works, and write email subject lines for you. It also writes Facebook ads for you and writes push notifications for you.
- it’s actually a chat bot that is more intelligent than some of the other chat bots out there in the sense that this can handle some requests for things like create scheduling meetings without you and responding to certain customer requests or chat requests. The whole goal here is using conversational assistance and artificial intelligence to actually take some of the cognitive load off people and handle basic requests that your team frankly doesn't have the time or energy to do anyway
- They have a tool called return path, which is actually all about email delivery optimization. So, making sure that your emails actually get to the person they're intended to, which you may or may not know is an enormous problem. Apparently one in five emails don't actually get to the right recipient