SlideShare a Scribd company logo
Intro to Artificial Intelligence
for Marketing
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Jim Sterne
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Jim Sterne Intro to Artificial Intelligence
for Marketing
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
IS NOT
for data scientists
How to be a data scientist
Cool algorithms
Statistical tips and tricks
How to build a bot
Latest start-ups
Quantum computing
Intro to AI & Machine Learning
How some methods differ
How to talk to data scientists
Where AI/ML is used in marketing
How to bring AI/ML into your org
How to keep your job
IS
for marketers
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Why Artificial Intelligence Now?
50 years of study
Cheap storage of Big Data
Massively parallel processing (GPUs)
Open Source
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
What is it?
How does it work?
What is it good at?
How is it useful?
Intro to Artificial Intelligence
for Marketing
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
As Seen on TV
AI: Anything computers can’t
SciFi: Anything AI can’t
“General AI” – thinks and acts human
Sentience
“Narrow AI” – task specific
Functional
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Artificial Intelligence
Natural Language Processing
Speech recognition
Speech to text
Text to meaning
Sentiment analysis
"Wreck a nice beach"
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Artificial Intelligence
Computer Vision
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Facial Recognition
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Self-Driving Cars!
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Artificial Intelligence
Robots
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Artificial Intelligence
Natural Language Understanding
Conversation Bots
Computer Vision
Self-Driving Cars & Robots
Machine Learning
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Software Grows Up
Specific Logic Mathematical Model
Do this, then this, then this
If this happens, do that
If confused, report error
Statistical Model Machine Learning
{A:13,BUTTON:0,CHECKBOX:32,COMBOBOX:13,GRIDCELL:13,LINK:13,LISTBOX:13,MENU:0,MENUBAR:0,MENUITEM:0,MENUITEMCHEC
KBOX:0,MENUITEMRADIO:0,OPTION:0,RADIO:32,RADIOGROUP:32,RESET:0,SUBMIT:0,SWITCH:32,TAB:0,TREE:13,TREEITEM:13},G
=function(a){return(a.getAttribute("type")||a.tagName).toUpperCase()in ba},H=function(a){return
(a.getAttribute("type")||a.tagName).toUpperCase()in ca},ba={CHECKBOX:!0,OPTION:!0,RADIO:!0},ca={COLOR:!0,
DATE:!0,DATETIME:!0,"DATETIME-LOCAL":!0,EMAIL:!0,MONTH:!0,NUMBER:!0,PASSWORD:!0,RANGE:!0,SEARCH:!0,TEL:!0,
TEXT:!0,TEXTAREA:!0,TIME:!0,URL:!0,WEEK:!0},da={A:!0,AREA:!0,BUTTON:!0,DIALOG:!0,IMG:!0,INPUT:!0,LINK:!0,MENU:
!0,OPTGROUP:!0,OPTION:!0,PROGRESS:!0,SELECT:!0,TEXTAREA:!0};var I=function(){this.i=this.g=null}
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Software Grows Up
Specific Logic Mathematical Model
Do this, then this, then this
If this happens, do that
If confused, report error
Statistical Model Machine Learning
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Software Grows Up
Specific Logic Mathematical Model
Do this, then this, then this Describe numerical relationships
If this happens, do that Calculate alternatives
If confused, report error Human compares results & iterates
Statistical Model Machine Learning
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Software Grows Up
Specific Logic Mathematical Model
Do this, then this, then this Describe numerical relationships
If this happens, do that Calculate alternatives
If confused, report error Human compares results & iterates
Statistical Model Machine Learning
Calculate probabilities
Project likelihoods
Human compares & iterates
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Software Grows Up
Specific Logic Mathematical Model
Do this, then this, then this Describe numerical relationships
If this happens, do that Calculate alternatives
If confused, report error Human compares results & iterates
Statistical Model Machine Learning
Calculate probabilities Uses examples to figure it out
Project likelihoods and changes it's mind
Human compares & iterates
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
What is it?
How does it work?
What is it good at?
How is it useful?
Intro to Artificial Intelligence
for Marketing
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Machine Learning
Supervised
Unsupervised
Reinforcement
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Machine Learning
Supervised
You know the right answer
needs many examples
of labeled data
Dog: Yes Cat: No Tag a friend?
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Machine Learning
Supervised
cat cat
cat cat
You know the right answer
needs many examples
of labeled data
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Machine Learning
Supervised
You know the right answer
needs many examples
of labeled data
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Machine Learning
Supervised
You know the right answer
needs many examples
of labeled data
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Machine Learning
Supervised
You know the right answer
needs many examples
of labeled data
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Machine Learning
Supervised
You know the right answer
needs many examples
of labeled data
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Machine Learning
Unsupervised
Online buying goes up when the weather is bad
Ice cream causes drowning
Shoes cause headaches
Nicolas Cage is a monster
You don't know the right answer
Machine finds patterns in unlabeled data
may or may not be useful (correlation/causation)
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Machine Learning
Supervised
You know the right answer
needs many examples
of labeled data
Unsupervised
You don't know the right answer
finds patterns in unlabeled data
may or may not be useful (correlation/causation)
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Machine Learning
Reinforcement
There is no absolute right answer
some answers are better
"rewards" based on results
optimizes over time
Photo by Marek Szturc on Unsplash
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
3 Needs for 3 Deeds
of Machine Learning
Data Detect
Goal Decide
Control Revise
Needs Deeds
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
What is it?
How does it work?
What's it good at?
How is it useful?
Intro to Artificial Intelligence
for Marketing
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Learning Machine Learning
High Dimensionality
High Cardinality
What's it good at?
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Dimensionality = Attributes per Object
Cardinality = Options per Attribute
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Dimensionality = Attributes per Object
Cardinality = Options per Attribute
Person
Objects
Attributes
billions of permutations
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
What is it?
How does it work?
What's it good at?
How is it useful?
Intro to Artificial Intelligence
for Marketing
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Robots!
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
In-Store Robots
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Augmented Reality
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Augmented Reality
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Facial Recognition
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Facial Recognition
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Artificial Intelligence
Natural Language
Speech to text
Conversation Bots
Text to meaning
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Automating Response
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Artificial Intelligence
Natural Language
Speech to text
This means that
Repeated correction
Taught over time
Conversation Bots
Text to meaning
Concept & emotion imitation
Repeated correction
Taught over time
Lenovo Unified
Customer Intelligence
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Artificial Intelligence
Natural Language
Speech to text
This means that
Repeated correction
Taught over time
Conversation Bots
Text to meaning
Concept & emotion imitation
Repeated correction
Taught over time
Lenovo Unified
Customer Intelligence
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Artificial Intelligence
Natural Language
Speech to text
This means that
Repeated correction
Taught over time
Conversation Bots
Text to meaning
Concept & emotion imitation
Repeated correction
Taught over time
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Bringing AI Into Your Organization
Look what followed me home!
Can we keep him?
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
AI Onboarding Tips
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
AI Onboarding Tips
Clearly identified goals
Raise Revenue
Lower Costs
Improve Customer Satisfaction
Introduce a New Competency
Raise Awareness
Improve Attitude
Influence Influence
Inspire Interaction
Generate Sales
Drive Endorsements
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
AI Onboarding Tips
Clearly identified goals
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
AI Onboarding Tips
Clearly identified goals
Optimize Customer Retention
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Machine Learning Bump
Humans Machines
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
AI Onboarding Tips
Clearly identified goals
Know Your Data
Would I advise my uncle?
Would I stake my reputation?
Would I risk my own money?
Would I bet my job?
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
AI Onboarding Tips
Clearly identified goals
Know Your Data Clean, Consistent, Reliable
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
AI Onboarding Tips
Clearly identified goals
Know Your Data Clean, Consistent, Reliable
Server Outage
Missing Tag
Broken Tag
Corrupted Data
Broken ETL
Enrichment Error
Integration Error
Ad Blocker
Etc., etc....
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
AI Onboarding Tips
Clearly identified goals
Know Your Data Clean, Consistent, Reliable
Web Analytics, Customer Service, Customer Relationship Management, Sales Force Automation,
Campaign Analysis, Social Media, Email Marketing, Mobile, Wearables, Surveys, Facebook,
Aggregators, App Data, Behavioral Data, Accounting, Video Views, API's, Enrichment, etc., etc....
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
AI Onboarding Tips
Clearly identified goals
Know Your Data
Web Analytics, Customer Service, Customer Relationship Management, Sales Force Automation,
Campaign Analysis, Social Media, Email Marketing, Mobile, Wearables, Surveys, Facebook,
Aggregators, App Data, Behavioral Data, Accounting, Video Views, API's, Enrichment, etc., etc....
Clean, Consistent, Reliable
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
AI Onboarding Tips
Clearly identified goals
Know Your Data Clean, Consistent, Reliable
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
AI Onboarding Tips
Clearly identified goals
Know Your Data
Data Lake
Clean, Consistent, Reliable
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
AI Onboarding Tips
Clearly identified goals
Know Your Data
Data Lake
Clean, Consistent, Reliable
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
AI Onboarding Tips
Clearly identified goals
Know Your Data
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
AI Onboarding Tips
Clearly identified goals
Know Your Data
Start with repetitive, high volume, taxing tasks
Ranking
Sorting
Finding patterns
Finding look-alikes
Anomaly detection
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
AI Onboarding Tips
Clearly identified goals
Know Your Data
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Correlations people with this attribute have that attribute
Segmentation these people form a group
Clustering there are X number of groups
Anomalies these people are unique
Are results interesting? Useful? Worthy of further study?
What Can ML Do Better?
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
AI Onboarding Tips
Clearly identified goals
Know Your Data
Start with repetitive, high volume, taxing tasks
Buy vs. Build
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Business
Stakeholder
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Business
Stakeholder
domain
knowledge
usesIndustry
Market
Company
Products
Customers
Competition
Price of tea in China
Which way the wind is blowing
The airspeed velocity of an unladen African swallow
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
BUSINESS
GOALS
Business
Stakeholder
domain
knowledge
uses
to set
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
uses
to set
BUSINESS
GOALS
domain
knowledge
Business
Stakeholder
BUSINESS
PROBLEMS
to identify
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
uses
to set
BUSINESS
GOALS
domain
knowledge
Business
Stakeholder
BUSINESS
DECISIONS
to make
to identify
BUSINESS
PROBLEMS
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
uses
to set
BUSINESS
GOALS
domain
knowledge
Business
Stakeholder
to identify
BUSINESS
PROBLEMS
BUSINESS
DECISIONS
to make
informed by
Analyst
insight
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
uses
to set
BUSINESS
GOALS
domain
knowledge
Business
Stakeholder
to identify
BUSINESS
PROBLEMS
BUSINESS
DECISIONS
to make
informed by
Analyst
insight
Analyst
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
uses
to set
BUSINESS
GOALS
domain
knowledge
Business
Stakeholder
to identify
BUSINESS
PROBLEMS
BUSINESS
DECISIONS
to make
informed by
Analyst
insight
Analyst
appreciates and considers
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
to craft to test
uses
to set
BUSINESS
GOALS
domain
knowledge
Business
Stakeholder
to identify
BUSINESS
PROBLEMS
BUSINESS
DECISIONS
to make
informed by
Analyst
insight
appreciates and considers
Analyst
HYPOTHESES
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsternejsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Analyst
Business
Stakeholder
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
determines
accounts for
most revealing data
cognitive bias
Analyst
innate bias
to
ensure
SOUND
ADVICE
Business
Stakeholder
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
determines
accounts for
most revealing data
cognitive bias
Analyst
innate bias
to
ensure
uses
to convey
SOUND
ADVICE
visualization
and storytelling
Business
Stakeholder
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
builds
chooses
Analyst
depends on
Data
Scientist
METHODS
MODELS
Data
Engineer
depends on
collects
cleans
integrates
monitors
manages
pipelines
operationalize
s DATA
QUALITY
to improve
give
feedback
Data
Business
StakeholderBusiness
Stakeholder
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
builds
chooses
Analyst
depends on
Data
Scientist
METHODS
MODELS
Data
Engineer
depends on
collects
cleans
integrates
monitors
manages
pipelines
operationalize
s DATA
QUALITY
to improve
give
feedback
Data
to ensure quality of
Business
Stakeholder
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Data
Engineer
Data
Scientist
Analyst
Business
Stakeholder
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Data
Engineer
Data
Scientist
Analyst
Business
Stakeholder
Licorne
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
give
feedback
Data
Engineer
Data
Scientist
Analyst
Outsource
if you can
Business
Stakeholder
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
AI Onboarding Tips
Clearly identified goals
Know Your Data
Start with repetitive, high volume, taxing tasks
Buy vs. Build
Buy!
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
AI Onboarding Tips
Clearly identified goals
Know Your Data
Start with repetitive, high volume, taxing tasks
Buy vs. Build
Determine which data sets are useful
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
AI Onboarding Tips
Clearly identified goals
Know Your Data
Start with repetitive, high volume, taxing tasks
Buy vs. Build
Determine which data sets are useful
Too much = noise
Too little = overfitting
Just right = insight
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
AI Onboarding Tips
Clearly identified goals
Know Your Data
Start with repetitive, high volume, taxing tasks
Buy vs. Build
Determine which data sets are useful
Become proficient at the Smell Test
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
The Smell Test
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
AI Onboarding Tips
Clearly identified goals
Know Your Data
Start with repetitive, high volume, taxing tasks
Buy vs. Build
Determine which data sets are useful
Become proficient at the Smell Test
Be Human
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Amount of data
Speed of correlation
Repetition minus ennui
Accuracy
Cost
Zero attitude
Machine Advantages Your Advantages
Reason
Common sense
Emotion
Empathy
Experience
Integrated cognition
Be Human
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Press Your Advantage
Recognizing the problem
Onboarding new ideas
Relating non-related data
Relating non-related experience
Collaboration & Diversity
Empathy
Imagination
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Man and Machine
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
AI Onboarding Tips
Clearly identified goals
Know Your Data
Start with repetitive, high volume, taxing tasks
Buy vs. Build
Determine which data sets are useful
Become proficient at the Smell Test
Be Human
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Be Prepared:
Marketing is About to Get Weird
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Be Prepared:
Marketing is About to Get Weird
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Harness the Power for Yourself
Take advantage of the tools
Build systems to talk to customers' systems
Build your brand
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
What is your next step??
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsternejsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Jim Sterne Intro to Artificial Intelligence
for Marketing

More Related Content

What's hot

Government Acquisitions Accelerated AI
Government Acquisitions Accelerated AIGovernment Acquisitions Accelerated AI
Government Acquisitions Accelerated AI
nevaytzwraom
 
Cup of Data Webinar - March 18th
Cup of Data Webinar - March 18thCup of Data Webinar - March 18th
Cup of Data Webinar - March 18th
Greg Werner
 
The Truth About AI in B2B Marketing
The Truth About AI in B2B MarketingThe Truth About AI in B2B Marketing
The Truth About AI in B2B Marketing
NapierPR
 
Text Analytics Past, Present & Future
Text Analytics Past, Present & FutureText Analytics Past, Present & Future
Text Analytics Past, Present & Future
Seth Grimes
 
BrandsLab Marketing Performance Optimization Session 1 | Off the Beaten Path ...
BrandsLab Marketing Performance Optimization Session 1 | Off the Beaten Path ...BrandsLab Marketing Performance Optimization Session 1 | Off the Beaten Path ...
BrandsLab Marketing Performance Optimization Session 1 | Off the Beaten Path ...
Ebiquity-NA
 
Intelligent Tooling for (Digital) Sales
Intelligent Tooling for (Digital) SalesIntelligent Tooling for (Digital) Sales
Intelligent Tooling for (Digital) Sales
Barry Magee
 
Data Science Roadmap
Data Science RoadmapData Science Roadmap
Data Science Roadmap
SupportGCI
 

What's hot (7)

Government Acquisitions Accelerated AI
Government Acquisitions Accelerated AIGovernment Acquisitions Accelerated AI
Government Acquisitions Accelerated AI
 
Cup of Data Webinar - March 18th
Cup of Data Webinar - March 18thCup of Data Webinar - March 18th
Cup of Data Webinar - March 18th
 
The Truth About AI in B2B Marketing
The Truth About AI in B2B MarketingThe Truth About AI in B2B Marketing
The Truth About AI in B2B Marketing
 
Text Analytics Past, Present & Future
Text Analytics Past, Present & FutureText Analytics Past, Present & Future
Text Analytics Past, Present & Future
 
BrandsLab Marketing Performance Optimization Session 1 | Off the Beaten Path ...
BrandsLab Marketing Performance Optimization Session 1 | Off the Beaten Path ...BrandsLab Marketing Performance Optimization Session 1 | Off the Beaten Path ...
BrandsLab Marketing Performance Optimization Session 1 | Off the Beaten Path ...
 
Intelligent Tooling for (Digital) Sales
Intelligent Tooling for (Digital) SalesIntelligent Tooling for (Digital) Sales
Intelligent Tooling for (Digital) Sales
 
Data Science Roadmap
Data Science RoadmapData Science Roadmap
Data Science Roadmap
 

Similar to Machine Learning in Marketing - Jim Sterne @ Digital Analytics Forum 2018

Artificial Intelligence in Marketing with Jim Sterne
Artificial Intelligence in Marketing with Jim SterneArtificial Intelligence in Marketing with Jim Sterne
Artificial Intelligence in Marketing with Jim Sterne
Stukent Inc.
 
AI, Innovation & Ethics in Marketing by PR Smith, founder of SOSTAC® Plans ...
AI, Innovation & Ethics in Marketing  by PR Smith, founder of SOSTAC® Plans  ...AI, Innovation & Ethics in Marketing  by PR Smith, founder of SOSTAC® Plans  ...
AI, Innovation & Ethics in Marketing by PR Smith, founder of SOSTAC® Plans ...
Institutul de Marketing
 
AI and ML for Product Management by Smartsheet Sr Dir of PM
AI and ML for Product Management by Smartsheet Sr Dir of PMAI and ML for Product Management by Smartsheet Sr Dir of PM
AI and ML for Product Management by Smartsheet Sr Dir of PM
Product School
 
SPWK '20 - explaining data science to humans.pptx
SPWK '20 - explaining data science to humans.pptxSPWK '20 - explaining data science to humans.pptx
SPWK '20 - explaining data science to humans.pptx
Doug Hall
 
Primer to Machine Learning
Primer to Machine LearningPrimer to Machine Learning
Primer to Machine Learning
Jeff Tanner
 
Demystifying AI
Demystifying AIDemystifying AI
Demystifying AI
Anurag Sahay
 
Tbex toronto
Tbex torontoTbex toronto
Tbex toronto
Martin MacDonald
 
Be a Top Notch PM Using Data Science by Farfetch Product Leader
Be a Top Notch PM Using Data Science by Farfetch Product LeaderBe a Top Notch PM Using Data Science by Farfetch Product Leader
Be a Top Notch PM Using Data Science by Farfetch Product Leader
Product School
 
How to Solve the Customers Problems with Your Product by eBay PM
How to Solve the Customers Problems with Your Product by eBay PMHow to Solve the Customers Problems with Your Product by eBay PM
How to Solve the Customers Problems with Your Product by eBay PM
Product School
 
Ml in a day v 1.1
Ml in a day v 1.1Ml in a day v 1.1
Ml in a day v 1.1
CCG
 
Machine Learning 101 for Product Managers by Amazon Sr PM
Machine Learning 101 for Product Managers by Amazon Sr PMMachine Learning 101 for Product Managers by Amazon Sr PM
Machine Learning 101 for Product Managers by Amazon Sr PM
Product School
 
Machine Learning for Digital Advertising
Machine Learning for Digital AdvertisingMachine Learning for Digital Advertising
Machine Learning for Digital Advertising
Marc Garcia
 
Machine Learning for Digital Advertising
Machine Learning for Digital AdvertisingMachine Learning for Digital Advertising
Machine Learning for Digital Advertising
Outreach Digital
 
Machine Learning with Azure and Databricks Virtual Workshop
Machine Learning with Azure and Databricks Virtual WorkshopMachine Learning with Azure and Databricks Virtual Workshop
Machine Learning with Azure and Databricks Virtual Workshop
CCG
 
The Future of AI in Digital Marketing Transforming Customer Experiences.pdf
The Future of AI in Digital Marketing Transforming Customer Experiences.pdfThe Future of AI in Digital Marketing Transforming Customer Experiences.pdf
The Future of AI in Digital Marketing Transforming Customer Experiences.pdf
Adsy
 
Automating Persuasion: Angie's List Taps Persado for Machine Generated Messaging
Automating Persuasion: Angie's List Taps Persado for Machine Generated MessagingAutomating Persuasion: Angie's List Taps Persado for Machine Generated Messaging
Automating Persuasion: Angie's List Taps Persado for Machine Generated Messaging
Salesforce Marketing Cloud
 
Machine Learning in Ecommerce
Machine Learning in EcommerceMachine Learning in Ecommerce
Machine Learning in Ecommerce
David Jones
 
CATS4ML Data Challenge: Crowdsourcing Adverse Test Sets for Machine Learning
CATS4ML Data Challenge: Crowdsourcing Adverse Test Sets for Machine LearningCATS4ML Data Challenge: Crowdsourcing Adverse Test Sets for Machine Learning
CATS4ML Data Challenge: Crowdsourcing Adverse Test Sets for Machine Learning
Lora Aroyo
 
Data Con LA 2019 - Don't Talk Data to Me by Jacklyn Agor
Data Con LA 2019 - Don't Talk Data to Me by Jacklyn AgorData Con LA 2019 - Don't Talk Data to Me by Jacklyn Agor
Data Con LA 2019 - Don't Talk Data to Me by Jacklyn Agor
Data Con LA
 
Machine Learning - Challenges, Learnings & Opportunities
Machine Learning - Challenges, Learnings & OpportunitiesMachine Learning - Challenges, Learnings & Opportunities
Machine Learning - Challenges, Learnings & Opportunities
CodePolitan
 

Similar to Machine Learning in Marketing - Jim Sterne @ Digital Analytics Forum 2018 (20)

Artificial Intelligence in Marketing with Jim Sterne
Artificial Intelligence in Marketing with Jim SterneArtificial Intelligence in Marketing with Jim Sterne
Artificial Intelligence in Marketing with Jim Sterne
 
AI, Innovation & Ethics in Marketing by PR Smith, founder of SOSTAC® Plans ...
AI, Innovation & Ethics in Marketing  by PR Smith, founder of SOSTAC® Plans  ...AI, Innovation & Ethics in Marketing  by PR Smith, founder of SOSTAC® Plans  ...
AI, Innovation & Ethics in Marketing by PR Smith, founder of SOSTAC® Plans ...
 
AI and ML for Product Management by Smartsheet Sr Dir of PM
AI and ML for Product Management by Smartsheet Sr Dir of PMAI and ML for Product Management by Smartsheet Sr Dir of PM
AI and ML for Product Management by Smartsheet Sr Dir of PM
 
SPWK '20 - explaining data science to humans.pptx
SPWK '20 - explaining data science to humans.pptxSPWK '20 - explaining data science to humans.pptx
SPWK '20 - explaining data science to humans.pptx
 
Primer to Machine Learning
Primer to Machine LearningPrimer to Machine Learning
Primer to Machine Learning
 
Demystifying AI
Demystifying AIDemystifying AI
Demystifying AI
 
Tbex toronto
Tbex torontoTbex toronto
Tbex toronto
 
Be a Top Notch PM Using Data Science by Farfetch Product Leader
Be a Top Notch PM Using Data Science by Farfetch Product LeaderBe a Top Notch PM Using Data Science by Farfetch Product Leader
Be a Top Notch PM Using Data Science by Farfetch Product Leader
 
How to Solve the Customers Problems with Your Product by eBay PM
How to Solve the Customers Problems with Your Product by eBay PMHow to Solve the Customers Problems with Your Product by eBay PM
How to Solve the Customers Problems with Your Product by eBay PM
 
Ml in a day v 1.1
Ml in a day v 1.1Ml in a day v 1.1
Ml in a day v 1.1
 
Machine Learning 101 for Product Managers by Amazon Sr PM
Machine Learning 101 for Product Managers by Amazon Sr PMMachine Learning 101 for Product Managers by Amazon Sr PM
Machine Learning 101 for Product Managers by Amazon Sr PM
 
Machine Learning for Digital Advertising
Machine Learning for Digital AdvertisingMachine Learning for Digital Advertising
Machine Learning for Digital Advertising
 
Machine Learning for Digital Advertising
Machine Learning for Digital AdvertisingMachine Learning for Digital Advertising
Machine Learning for Digital Advertising
 
Machine Learning with Azure and Databricks Virtual Workshop
Machine Learning with Azure and Databricks Virtual WorkshopMachine Learning with Azure and Databricks Virtual Workshop
Machine Learning with Azure and Databricks Virtual Workshop
 
The Future of AI in Digital Marketing Transforming Customer Experiences.pdf
The Future of AI in Digital Marketing Transforming Customer Experiences.pdfThe Future of AI in Digital Marketing Transforming Customer Experiences.pdf
The Future of AI in Digital Marketing Transforming Customer Experiences.pdf
 
Automating Persuasion: Angie's List Taps Persado for Machine Generated Messaging
Automating Persuasion: Angie's List Taps Persado for Machine Generated MessagingAutomating Persuasion: Angie's List Taps Persado for Machine Generated Messaging
Automating Persuasion: Angie's List Taps Persado for Machine Generated Messaging
 
Machine Learning in Ecommerce
Machine Learning in EcommerceMachine Learning in Ecommerce
Machine Learning in Ecommerce
 
CATS4ML Data Challenge: Crowdsourcing Adverse Test Sets for Machine Learning
CATS4ML Data Challenge: Crowdsourcing Adverse Test Sets for Machine LearningCATS4ML Data Challenge: Crowdsourcing Adverse Test Sets for Machine Learning
CATS4ML Data Challenge: Crowdsourcing Adverse Test Sets for Machine Learning
 
Data Con LA 2019 - Don't Talk Data to Me by Jacklyn Agor
Data Con LA 2019 - Don't Talk Data to Me by Jacklyn AgorData Con LA 2019 - Don't Talk Data to Me by Jacklyn Agor
Data Con LA 2019 - Don't Talk Data to Me by Jacklyn Agor
 
Machine Learning - Challenges, Learnings & Opportunities
Machine Learning - Challenges, Learnings & OpportunitiesMachine Learning - Challenges, Learnings & Opportunities
Machine Learning - Challenges, Learnings & Opportunities
 

More from AT Internet

[INFOGRAPHIE] Une stratégie digital analytics orientée confidentialité
[INFOGRAPHIE] Une stratégie digital analytics orientée confidentialité[INFOGRAPHIE] Une stratégie digital analytics orientée confidentialité
[INFOGRAPHIE] Une stratégie digital analytics orientée confidentialité
AT Internet
 
Reeport Partner presentation - Mixing site- and ad- centric data despite the ...
Reeport Partner presentation - Mixing site- and ad- centric data despite the ...Reeport Partner presentation - Mixing site- and ad- centric data despite the ...
Reeport Partner presentation - Mixing site- and ad- centric data despite the ...
AT Internet
 
Présentation partenaire OnCrawl - Comment ouvrir l’Appétit des Moteurs de Rec...
Présentation partenaire OnCrawl - Comment ouvrir l’Appétit des Moteurs de Rec...Présentation partenaire OnCrawl - Comment ouvrir l’Appétit des Moteurs de Rec...
Présentation partenaire OnCrawl - Comment ouvrir l’Appétit des Moteurs de Rec...
AT Internet
 
Altice Média Customer Success - App store optimisation
Altice Média Customer Success - App store optimisationAltice Média Customer Success - App store optimisation
Altice Média Customer Success - App store optimisation
AT Internet
 
L'Équipe Customer Success - Using analytics to fuel efficient personalisation
L'Équipe Customer Success - Using analytics to fuel efficient personalisationL'Équipe Customer Success - Using analytics to fuel efficient personalisation
L'Équipe Customer Success - Using analytics to fuel efficient personalisation
AT Internet
 
Cas client Credit Agricole - Approche data-driven : de la stratégie au déploi...
Cas client Credit Agricole - Approche data-driven : de la stratégie au déploi...Cas client Credit Agricole - Approche data-driven : de la stratégie au déploi...
Cas client Credit Agricole - Approche data-driven : de la stratégie au déploi...
AT Internet
 
RGPD & Data Privacy : la CNIL au Digital Analytics Forum 2018
RGPD & Data Privacy : la CNIL au Digital Analytics Forum 2018RGPD & Data Privacy : la CNIL au Digital Analytics Forum 2018
RGPD & Data Privacy : la CNIL au Digital Analytics Forum 2018
AT Internet
 
Reeport @ Digital Analytics Forum 2018: Defining KPIs that matter
Reeport @ Digital Analytics Forum 2018: Defining KPIs that matterReeport @ Digital Analytics Forum 2018: Defining KPIs that matter
Reeport @ Digital Analytics Forum 2018: Defining KPIs that matter
AT Internet
 
OnCrawl @ Digital Analytics Forum 2018 : le référencement naturel augmenté
OnCrawl @ Digital Analytics Forum 2018 : le référencement naturel augmentéOnCrawl @ Digital Analytics Forum 2018 : le référencement naturel augmenté
OnCrawl @ Digital Analytics Forum 2018 : le référencement naturel augmenté
AT Internet
 
Kamp'n @ Digital Analytics Forum 2018 : la puissance d'AT Internet dans vos F...
Kamp'n @ Digital Analytics Forum 2018 : la puissance d'AT Internet dans vos F...Kamp'n @ Digital Analytics Forum 2018 : la puissance d'AT Internet dans vos F...
Kamp'n @ Digital Analytics Forum 2018 : la puissance d'AT Internet dans vos F...
AT Internet
 
Le Digital Analytics, arme de conversion massive pour les sites marchands - P...
Le Digital Analytics, arme de conversion massive pour les sites marchands - P...Le Digital Analytics, arme de conversion massive pour les sites marchands - P...
Le Digital Analytics, arme de conversion massive pour les sites marchands - P...
AT Internet
 
Analytics et SEO : les clés d'une stratégie réussie - We Love SEO 2018
Analytics et SEO : les clés d'une stratégie réussie - We Love SEO 2018Analytics et SEO : les clés d'une stratégie réussie - We Love SEO 2018
Analytics et SEO : les clés d'une stratégie réussie - We Love SEO 2018
AT Internet
 
AT Internet & Mazeberry : de la data analytics au mix marketing maitrisé
AT Internet & Mazeberry : de la data analytics au mix marketing maitriséAT Internet & Mazeberry : de la data analytics au mix marketing maitrisé
AT Internet & Mazeberry : de la data analytics au mix marketing maitrisé
AT Internet
 
AT Internet & Mazeberry: from analytics to a fully optimised marketing mix
AT Internet & Mazeberry: from analytics to a fully optimised marketing mixAT Internet & Mazeberry: from analytics to a fully optimised marketing mix
AT Internet & Mazeberry: from analytics to a fully optimised marketing mix
AT Internet
 
[DAF 2017] Digital Analytics 4.0: Are You Ready?
[DAF 2017] Digital Analytics 4.0: Are You Ready?[DAF 2017] Digital Analytics 4.0: Are You Ready?
[DAF 2017] Digital Analytics 4.0: Are You Ready?
AT Internet
 
[DAF 2017] RGPD 2018 : Êtes-vous prêt ? par Ludivine Lille (EY)
[DAF 2017] RGPD 2018 : Êtes-vous prêt ? par Ludivine Lille (EY)[DAF 2017] RGPD 2018 : Êtes-vous prêt ? par Ludivine Lille (EY)
[DAF 2017] RGPD 2018 : Êtes-vous prêt ? par Ludivine Lille (EY)
AT Internet
 
[DAF 2017] RGPD 2018 : Êtes-vous prêt ? par Clémence Scottez (CNIL)
[DAF 2017] RGPD 2018 : Êtes-vous prêt ? par Clémence Scottez (CNIL)[DAF 2017] RGPD 2018 : Êtes-vous prêt ? par Clémence Scottez (CNIL)
[DAF 2017] RGPD 2018 : Êtes-vous prêt ? par Clémence Scottez (CNIL)
AT Internet
 
[DAF 2017] Analytics Suite 2 - Data you can trust
[DAF 2017] Analytics Suite 2 - Data you can trust[DAF 2017] Analytics Suite 2 - Data you can trust
[DAF 2017] Analytics Suite 2 - Data you can trust
AT Internet
 
[DAF 2017] Analytics Suite 2 - Insights for everyone
[DAF 2017] Analytics Suite 2 - Insights for everyone[DAF 2017] Analytics Suite 2 - Insights for everyone
[DAF 2017] Analytics Suite 2 - Insights for everyone
AT Internet
 
Data & Digital Analytics : comment contribuer efficacement à l'optimisation S...
Data & Digital Analytics : comment contribuer efficacement à l'optimisation S...Data & Digital Analytics : comment contribuer efficacement à l'optimisation S...
Data & Digital Analytics : comment contribuer efficacement à l'optimisation S...
AT Internet
 

More from AT Internet (20)

[INFOGRAPHIE] Une stratégie digital analytics orientée confidentialité
[INFOGRAPHIE] Une stratégie digital analytics orientée confidentialité[INFOGRAPHIE] Une stratégie digital analytics orientée confidentialité
[INFOGRAPHIE] Une stratégie digital analytics orientée confidentialité
 
Reeport Partner presentation - Mixing site- and ad- centric data despite the ...
Reeport Partner presentation - Mixing site- and ad- centric data despite the ...Reeport Partner presentation - Mixing site- and ad- centric data despite the ...
Reeport Partner presentation - Mixing site- and ad- centric data despite the ...
 
Présentation partenaire OnCrawl - Comment ouvrir l’Appétit des Moteurs de Rec...
Présentation partenaire OnCrawl - Comment ouvrir l’Appétit des Moteurs de Rec...Présentation partenaire OnCrawl - Comment ouvrir l’Appétit des Moteurs de Rec...
Présentation partenaire OnCrawl - Comment ouvrir l’Appétit des Moteurs de Rec...
 
Altice Média Customer Success - App store optimisation
Altice Média Customer Success - App store optimisationAltice Média Customer Success - App store optimisation
Altice Média Customer Success - App store optimisation
 
L'Équipe Customer Success - Using analytics to fuel efficient personalisation
L'Équipe Customer Success - Using analytics to fuel efficient personalisationL'Équipe Customer Success - Using analytics to fuel efficient personalisation
L'Équipe Customer Success - Using analytics to fuel efficient personalisation
 
Cas client Credit Agricole - Approche data-driven : de la stratégie au déploi...
Cas client Credit Agricole - Approche data-driven : de la stratégie au déploi...Cas client Credit Agricole - Approche data-driven : de la stratégie au déploi...
Cas client Credit Agricole - Approche data-driven : de la stratégie au déploi...
 
RGPD & Data Privacy : la CNIL au Digital Analytics Forum 2018
RGPD & Data Privacy : la CNIL au Digital Analytics Forum 2018RGPD & Data Privacy : la CNIL au Digital Analytics Forum 2018
RGPD & Data Privacy : la CNIL au Digital Analytics Forum 2018
 
Reeport @ Digital Analytics Forum 2018: Defining KPIs that matter
Reeport @ Digital Analytics Forum 2018: Defining KPIs that matterReeport @ Digital Analytics Forum 2018: Defining KPIs that matter
Reeport @ Digital Analytics Forum 2018: Defining KPIs that matter
 
OnCrawl @ Digital Analytics Forum 2018 : le référencement naturel augmenté
OnCrawl @ Digital Analytics Forum 2018 : le référencement naturel augmentéOnCrawl @ Digital Analytics Forum 2018 : le référencement naturel augmenté
OnCrawl @ Digital Analytics Forum 2018 : le référencement naturel augmenté
 
Kamp'n @ Digital Analytics Forum 2018 : la puissance d'AT Internet dans vos F...
Kamp'n @ Digital Analytics Forum 2018 : la puissance d'AT Internet dans vos F...Kamp'n @ Digital Analytics Forum 2018 : la puissance d'AT Internet dans vos F...
Kamp'n @ Digital Analytics Forum 2018 : la puissance d'AT Internet dans vos F...
 
Le Digital Analytics, arme de conversion massive pour les sites marchands - P...
Le Digital Analytics, arme de conversion massive pour les sites marchands - P...Le Digital Analytics, arme de conversion massive pour les sites marchands - P...
Le Digital Analytics, arme de conversion massive pour les sites marchands - P...
 
Analytics et SEO : les clés d'une stratégie réussie - We Love SEO 2018
Analytics et SEO : les clés d'une stratégie réussie - We Love SEO 2018Analytics et SEO : les clés d'une stratégie réussie - We Love SEO 2018
Analytics et SEO : les clés d'une stratégie réussie - We Love SEO 2018
 
AT Internet & Mazeberry : de la data analytics au mix marketing maitrisé
AT Internet & Mazeberry : de la data analytics au mix marketing maitriséAT Internet & Mazeberry : de la data analytics au mix marketing maitrisé
AT Internet & Mazeberry : de la data analytics au mix marketing maitrisé
 
AT Internet & Mazeberry: from analytics to a fully optimised marketing mix
AT Internet & Mazeberry: from analytics to a fully optimised marketing mixAT Internet & Mazeberry: from analytics to a fully optimised marketing mix
AT Internet & Mazeberry: from analytics to a fully optimised marketing mix
 
[DAF 2017] Digital Analytics 4.0: Are You Ready?
[DAF 2017] Digital Analytics 4.0: Are You Ready?[DAF 2017] Digital Analytics 4.0: Are You Ready?
[DAF 2017] Digital Analytics 4.0: Are You Ready?
 
[DAF 2017] RGPD 2018 : Êtes-vous prêt ? par Ludivine Lille (EY)
[DAF 2017] RGPD 2018 : Êtes-vous prêt ? par Ludivine Lille (EY)[DAF 2017] RGPD 2018 : Êtes-vous prêt ? par Ludivine Lille (EY)
[DAF 2017] RGPD 2018 : Êtes-vous prêt ? par Ludivine Lille (EY)
 
[DAF 2017] RGPD 2018 : Êtes-vous prêt ? par Clémence Scottez (CNIL)
[DAF 2017] RGPD 2018 : Êtes-vous prêt ? par Clémence Scottez (CNIL)[DAF 2017] RGPD 2018 : Êtes-vous prêt ? par Clémence Scottez (CNIL)
[DAF 2017] RGPD 2018 : Êtes-vous prêt ? par Clémence Scottez (CNIL)
 
[DAF 2017] Analytics Suite 2 - Data you can trust
[DAF 2017] Analytics Suite 2 - Data you can trust[DAF 2017] Analytics Suite 2 - Data you can trust
[DAF 2017] Analytics Suite 2 - Data you can trust
 
[DAF 2017] Analytics Suite 2 - Insights for everyone
[DAF 2017] Analytics Suite 2 - Insights for everyone[DAF 2017] Analytics Suite 2 - Insights for everyone
[DAF 2017] Analytics Suite 2 - Insights for everyone
 
Data & Digital Analytics : comment contribuer efficacement à l'optimisation S...
Data & Digital Analytics : comment contribuer efficacement à l'optimisation S...Data & Digital Analytics : comment contribuer efficacement à l'optimisation S...
Data & Digital Analytics : comment contribuer efficacement à l'optimisation S...
 

Recently uploaded

Influence of Marketing Strategy and Market Competition on Business Plan
Influence of Marketing Strategy and Market Competition on Business PlanInfluence of Marketing Strategy and Market Competition on Business Plan
Influence of Marketing Strategy and Market Competition on Business Plan
jerlynmaetalle
 
Analysis insight about a Flyball dog competition team's performance
Analysis insight about a Flyball dog competition team's performanceAnalysis insight about a Flyball dog competition team's performance
Analysis insight about a Flyball dog competition team's performance
roli9797
 
一比一原版(UCSB文凭证书)圣芭芭拉分校毕业证如何办理
一比一原版(UCSB文凭证书)圣芭芭拉分校毕业证如何办理一比一原版(UCSB文凭证书)圣芭芭拉分校毕业证如何办理
一比一原版(UCSB文凭证书)圣芭芭拉分校毕业证如何办理
nuttdpt
 
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
Timothy Spann
 
The affect of service quality and online reviews on customer loyalty in the E...
The affect of service quality and online reviews on customer loyalty in the E...The affect of service quality and online reviews on customer loyalty in the E...
The affect of service quality and online reviews on customer loyalty in the E...
jerlynmaetalle
 
ViewShift: Hassle-free Dynamic Policy Enforcement for Every Data Lake
ViewShift: Hassle-free Dynamic Policy Enforcement for Every Data LakeViewShift: Hassle-free Dynamic Policy Enforcement for Every Data Lake
ViewShift: Hassle-free Dynamic Policy Enforcement for Every Data Lake
Walaa Eldin Moustafa
 
Everything you wanted to know about LIHTC
Everything you wanted to know about LIHTCEverything you wanted to know about LIHTC
Everything you wanted to know about LIHTC
Roger Valdez
 
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
Timothy Spann
 
Learn SQL from basic queries to Advance queries
Learn SQL from basic queries to Advance queriesLearn SQL from basic queries to Advance queries
Learn SQL from basic queries to Advance queries
manishkhaire30
 
一比一原版(UniSA毕业证书)南澳大学毕业证如何办理
一比一原版(UniSA毕业证书)南澳大学毕业证如何办理一比一原版(UniSA毕业证书)南澳大学毕业证如何办理
一比一原版(UniSA毕业证书)南澳大学毕业证如何办理
slg6lamcq
 
一比一原版(Adelaide毕业证书)阿德莱德大学毕业证如何办理
一比一原版(Adelaide毕业证书)阿德莱德大学毕业证如何办理一比一原版(Adelaide毕业证书)阿德莱德大学毕业证如何办理
一比一原版(Adelaide毕业证书)阿德莱德大学毕业证如何办理
slg6lamcq
 
The Building Blocks of QuestDB, a Time Series Database
The Building Blocks of QuestDB, a Time Series DatabaseThe Building Blocks of QuestDB, a Time Series Database
The Building Blocks of QuestDB, a Time Series Database
javier ramirez
 
办(uts毕业证书)悉尼科技大学毕业证学历证书原版一模一样
办(uts毕业证书)悉尼科技大学毕业证学历证书原版一模一样办(uts毕业证书)悉尼科技大学毕业证学历证书原版一模一样
办(uts毕业证书)悉尼科技大学毕业证学历证书原版一模一样
apvysm8
 
Nanandann Nilekani's ppt On India's .pdf
Nanandann Nilekani's ppt On India's .pdfNanandann Nilekani's ppt On India's .pdf
Nanandann Nilekani's ppt On India's .pdf
eddie19851
 
一比一原版(Glasgow毕业证书)格拉斯哥大学毕业证如何办理
一比一原版(Glasgow毕业证书)格拉斯哥大学毕业证如何办理一比一原版(Glasgow毕业证书)格拉斯哥大学毕业证如何办理
一比一原版(Glasgow毕业证书)格拉斯哥大学毕业证如何办理
g4dpvqap0
 
一比一原版(Coventry毕业证书)考文垂大学毕业证如何办理
一比一原版(Coventry毕业证书)考文垂大学毕业证如何办理一比一原版(Coventry毕业证书)考文垂大学毕业证如何办理
一比一原版(Coventry毕业证书)考文垂大学毕业证如何办理
74nqk8xf
 
Global Situational Awareness of A.I. and where its headed
Global Situational Awareness of A.I. and where its headedGlobal Situational Awareness of A.I. and where its headed
Global Situational Awareness of A.I. and where its headed
vikram sood
 
Enhanced Enterprise Intelligence with your personal AI Data Copilot.pdf
Enhanced Enterprise Intelligence with your personal AI Data Copilot.pdfEnhanced Enterprise Intelligence with your personal AI Data Copilot.pdf
Enhanced Enterprise Intelligence with your personal AI Data Copilot.pdf
GetInData
 
一比一原版(UMN文凭证书)明尼苏达大学毕业证如何办理
一比一原版(UMN文凭证书)明尼苏达大学毕业证如何办理一比一原版(UMN文凭证书)明尼苏达大学毕业证如何办理
一比一原版(UMN文凭证书)明尼苏达大学毕业证如何办理
nyfuhyz
 
Malana- Gimlet Market Analysis (Portfolio 2)
Malana- Gimlet Market Analysis (Portfolio 2)Malana- Gimlet Market Analysis (Portfolio 2)
Malana- Gimlet Market Analysis (Portfolio 2)
TravisMalana
 

Recently uploaded (20)

Influence of Marketing Strategy and Market Competition on Business Plan
Influence of Marketing Strategy and Market Competition on Business PlanInfluence of Marketing Strategy and Market Competition on Business Plan
Influence of Marketing Strategy and Market Competition on Business Plan
 
Analysis insight about a Flyball dog competition team's performance
Analysis insight about a Flyball dog competition team's performanceAnalysis insight about a Flyball dog competition team's performance
Analysis insight about a Flyball dog competition team's performance
 
一比一原版(UCSB文凭证书)圣芭芭拉分校毕业证如何办理
一比一原版(UCSB文凭证书)圣芭芭拉分校毕业证如何办理一比一原版(UCSB文凭证书)圣芭芭拉分校毕业证如何办理
一比一原版(UCSB文凭证书)圣芭芭拉分校毕业证如何办理
 
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
 
The affect of service quality and online reviews on customer loyalty in the E...
The affect of service quality and online reviews on customer loyalty in the E...The affect of service quality and online reviews on customer loyalty in the E...
The affect of service quality and online reviews on customer loyalty in the E...
 
ViewShift: Hassle-free Dynamic Policy Enforcement for Every Data Lake
ViewShift: Hassle-free Dynamic Policy Enforcement for Every Data LakeViewShift: Hassle-free Dynamic Policy Enforcement for Every Data Lake
ViewShift: Hassle-free Dynamic Policy Enforcement for Every Data Lake
 
Everything you wanted to know about LIHTC
Everything you wanted to know about LIHTCEverything you wanted to know about LIHTC
Everything you wanted to know about LIHTC
 
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
 
Learn SQL from basic queries to Advance queries
Learn SQL from basic queries to Advance queriesLearn SQL from basic queries to Advance queries
Learn SQL from basic queries to Advance queries
 
一比一原版(UniSA毕业证书)南澳大学毕业证如何办理
一比一原版(UniSA毕业证书)南澳大学毕业证如何办理一比一原版(UniSA毕业证书)南澳大学毕业证如何办理
一比一原版(UniSA毕业证书)南澳大学毕业证如何办理
 
一比一原版(Adelaide毕业证书)阿德莱德大学毕业证如何办理
一比一原版(Adelaide毕业证书)阿德莱德大学毕业证如何办理一比一原版(Adelaide毕业证书)阿德莱德大学毕业证如何办理
一比一原版(Adelaide毕业证书)阿德莱德大学毕业证如何办理
 
The Building Blocks of QuestDB, a Time Series Database
The Building Blocks of QuestDB, a Time Series DatabaseThe Building Blocks of QuestDB, a Time Series Database
The Building Blocks of QuestDB, a Time Series Database
 
办(uts毕业证书)悉尼科技大学毕业证学历证书原版一模一样
办(uts毕业证书)悉尼科技大学毕业证学历证书原版一模一样办(uts毕业证书)悉尼科技大学毕业证学历证书原版一模一样
办(uts毕业证书)悉尼科技大学毕业证学历证书原版一模一样
 
Nanandann Nilekani's ppt On India's .pdf
Nanandann Nilekani's ppt On India's .pdfNanandann Nilekani's ppt On India's .pdf
Nanandann Nilekani's ppt On India's .pdf
 
一比一原版(Glasgow毕业证书)格拉斯哥大学毕业证如何办理
一比一原版(Glasgow毕业证书)格拉斯哥大学毕业证如何办理一比一原版(Glasgow毕业证书)格拉斯哥大学毕业证如何办理
一比一原版(Glasgow毕业证书)格拉斯哥大学毕业证如何办理
 
一比一原版(Coventry毕业证书)考文垂大学毕业证如何办理
一比一原版(Coventry毕业证书)考文垂大学毕业证如何办理一比一原版(Coventry毕业证书)考文垂大学毕业证如何办理
一比一原版(Coventry毕业证书)考文垂大学毕业证如何办理
 
Global Situational Awareness of A.I. and where its headed
Global Situational Awareness of A.I. and where its headedGlobal Situational Awareness of A.I. and where its headed
Global Situational Awareness of A.I. and where its headed
 
Enhanced Enterprise Intelligence with your personal AI Data Copilot.pdf
Enhanced Enterprise Intelligence with your personal AI Data Copilot.pdfEnhanced Enterprise Intelligence with your personal AI Data Copilot.pdf
Enhanced Enterprise Intelligence with your personal AI Data Copilot.pdf
 
一比一原版(UMN文凭证书)明尼苏达大学毕业证如何办理
一比一原版(UMN文凭证书)明尼苏达大学毕业证如何办理一比一原版(UMN文凭证书)明尼苏达大学毕业证如何办理
一比一原版(UMN文凭证书)明尼苏达大学毕业证如何办理
 
Malana- Gimlet Market Analysis (Portfolio 2)
Malana- Gimlet Market Analysis (Portfolio 2)Malana- Gimlet Market Analysis (Portfolio 2)
Malana- Gimlet Market Analysis (Portfolio 2)
 

Machine Learning in Marketing - Jim Sterne @ Digital Analytics Forum 2018

  • 1. Intro to Artificial Intelligence for Marketing jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Jim Sterne
  • 2. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Jim Sterne Intro to Artificial Intelligence for Marketing
  • 3. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne IS NOT for data scientists How to be a data scientist Cool algorithms Statistical tips and tricks How to build a bot Latest start-ups Quantum computing Intro to AI & Machine Learning How some methods differ How to talk to data scientists Where AI/ML is used in marketing How to bring AI/ML into your org How to keep your job IS for marketers
  • 4. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Why Artificial Intelligence Now? 50 years of study Cheap storage of Big Data Massively parallel processing (GPUs) Open Source
  • 5. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne What is it? How does it work? What is it good at? How is it useful? Intro to Artificial Intelligence for Marketing
  • 6. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne As Seen on TV AI: Anything computers can’t SciFi: Anything AI can’t “General AI” – thinks and acts human Sentience “Narrow AI” – task specific Functional
  • 7. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Artificial Intelligence Natural Language Processing Speech recognition Speech to text Text to meaning Sentiment analysis "Wreck a nice beach"
  • 8. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Artificial Intelligence Computer Vision
  • 9. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
  • 10. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Facial Recognition
  • 11. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Self-Driving Cars!
  • 12. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Artificial Intelligence Robots
  • 13. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Artificial Intelligence Natural Language Understanding Conversation Bots Computer Vision Self-Driving Cars & Robots Machine Learning
  • 14. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Software Grows Up Specific Logic Mathematical Model Do this, then this, then this If this happens, do that If confused, report error Statistical Model Machine Learning {A:13,BUTTON:0,CHECKBOX:32,COMBOBOX:13,GRIDCELL:13,LINK:13,LISTBOX:13,MENU:0,MENUBAR:0,MENUITEM:0,MENUITEMCHEC KBOX:0,MENUITEMRADIO:0,OPTION:0,RADIO:32,RADIOGROUP:32,RESET:0,SUBMIT:0,SWITCH:32,TAB:0,TREE:13,TREEITEM:13},G =function(a){return(a.getAttribute("type")||a.tagName).toUpperCase()in ba},H=function(a){return (a.getAttribute("type")||a.tagName).toUpperCase()in ca},ba={CHECKBOX:!0,OPTION:!0,RADIO:!0},ca={COLOR:!0, DATE:!0,DATETIME:!0,"DATETIME-LOCAL":!0,EMAIL:!0,MONTH:!0,NUMBER:!0,PASSWORD:!0,RANGE:!0,SEARCH:!0,TEL:!0, TEXT:!0,TEXTAREA:!0,TIME:!0,URL:!0,WEEK:!0},da={A:!0,AREA:!0,BUTTON:!0,DIALOG:!0,IMG:!0,INPUT:!0,LINK:!0,MENU: !0,OPTGROUP:!0,OPTION:!0,PROGRESS:!0,SELECT:!0,TEXTAREA:!0};var I=function(){this.i=this.g=null}
  • 15. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
  • 16. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Software Grows Up Specific Logic Mathematical Model Do this, then this, then this If this happens, do that If confused, report error Statistical Model Machine Learning
  • 17. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Software Grows Up Specific Logic Mathematical Model Do this, then this, then this Describe numerical relationships If this happens, do that Calculate alternatives If confused, report error Human compares results & iterates Statistical Model Machine Learning
  • 18. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Software Grows Up Specific Logic Mathematical Model Do this, then this, then this Describe numerical relationships If this happens, do that Calculate alternatives If confused, report error Human compares results & iterates Statistical Model Machine Learning Calculate probabilities Project likelihoods Human compares & iterates
  • 19. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Software Grows Up Specific Logic Mathematical Model Do this, then this, then this Describe numerical relationships If this happens, do that Calculate alternatives If confused, report error Human compares results & iterates Statistical Model Machine Learning Calculate probabilities Uses examples to figure it out Project likelihoods and changes it's mind Human compares & iterates
  • 20. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
  • 21. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne What is it? How does it work? What is it good at? How is it useful? Intro to Artificial Intelligence for Marketing
  • 22. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised Unsupervised Reinforcement
  • 23. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised You know the right answer needs many examples of labeled data Dog: Yes Cat: No Tag a friend?
  • 24. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised cat cat cat cat You know the right answer needs many examples of labeled data
  • 25. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised You know the right answer needs many examples of labeled data
  • 26. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised You know the right answer needs many examples of labeled data
  • 27. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised You know the right answer needs many examples of labeled data
  • 28. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised You know the right answer needs many examples of labeled data
  • 29. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Unsupervised Online buying goes up when the weather is bad Ice cream causes drowning Shoes cause headaches Nicolas Cage is a monster You don't know the right answer Machine finds patterns in unlabeled data may or may not be useful (correlation/causation)
  • 30. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
  • 31. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised You know the right answer needs many examples of labeled data Unsupervised You don't know the right answer finds patterns in unlabeled data may or may not be useful (correlation/causation)
  • 32. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Reinforcement There is no absolute right answer some answers are better "rewards" based on results optimizes over time Photo by Marek Szturc on Unsplash
  • 33. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne 3 Needs for 3 Deeds of Machine Learning Data Detect Goal Decide Control Revise Needs Deeds
  • 34. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne What is it? How does it work? What's it good at? How is it useful? Intro to Artificial Intelligence for Marketing
  • 35. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Learning Machine Learning High Dimensionality High Cardinality What's it good at?
  • 36. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Dimensionality = Attributes per Object Cardinality = Options per Attribute
  • 37. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Dimensionality = Attributes per Object Cardinality = Options per Attribute Person Objects Attributes billions of permutations
  • 38. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne What is it? How does it work? What's it good at? How is it useful? Intro to Artificial Intelligence for Marketing
  • 39. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Robots!
  • 40. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne In-Store Robots
  • 41. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
  • 42. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
  • 43. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Augmented Reality
  • 44. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Augmented Reality
  • 45. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Facial Recognition
  • 46. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Facial Recognition
  • 47. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Artificial Intelligence Natural Language Speech to text Conversation Bots Text to meaning
  • 48. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
  • 49. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
  • 50. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Automating Response
  • 51. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Artificial Intelligence Natural Language Speech to text This means that Repeated correction Taught over time Conversation Bots Text to meaning Concept & emotion imitation Repeated correction Taught over time Lenovo Unified Customer Intelligence
  • 52. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
  • 53. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Artificial Intelligence Natural Language Speech to text This means that Repeated correction Taught over time Conversation Bots Text to meaning Concept & emotion imitation Repeated correction Taught over time Lenovo Unified Customer Intelligence
  • 54. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Artificial Intelligence Natural Language Speech to text This means that Repeated correction Taught over time Conversation Bots Text to meaning Concept & emotion imitation Repeated correction Taught over time
  • 55. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
  • 56. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Bringing AI Into Your Organization Look what followed me home! Can we keep him?
  • 57. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips
  • 58. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Raise Revenue Lower Costs Improve Customer Satisfaction Introduce a New Competency Raise Awareness Improve Attitude Influence Influence Inspire Interaction Generate Sales Drive Endorsements
  • 59. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals
  • 60. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Optimize Customer Retention
  • 61. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Bump Humans Machines
  • 62. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Would I advise my uncle? Would I stake my reputation? Would I risk my own money? Would I bet my job?
  • 63. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Clean, Consistent, Reliable
  • 64. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Clean, Consistent, Reliable Server Outage Missing Tag Broken Tag Corrupted Data Broken ETL Enrichment Error Integration Error Ad Blocker Etc., etc....
  • 65. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Clean, Consistent, Reliable Web Analytics, Customer Service, Customer Relationship Management, Sales Force Automation, Campaign Analysis, Social Media, Email Marketing, Mobile, Wearables, Surveys, Facebook, Aggregators, App Data, Behavioral Data, Accounting, Video Views, API's, Enrichment, etc., etc....
  • 66. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Web Analytics, Customer Service, Customer Relationship Management, Sales Force Automation, Campaign Analysis, Social Media, Email Marketing, Mobile, Wearables, Surveys, Facebook, Aggregators, App Data, Behavioral Data, Accounting, Video Views, API's, Enrichment, etc., etc.... Clean, Consistent, Reliable
  • 67. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Clean, Consistent, Reliable
  • 68. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Data Lake Clean, Consistent, Reliable
  • 69. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Data Lake Clean, Consistent, Reliable
  • 70. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data
  • 71. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Start with repetitive, high volume, taxing tasks Ranking Sorting Finding patterns Finding look-alikes Anomaly detection
  • 72. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data
  • 73. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Correlations people with this attribute have that attribute Segmentation these people form a group Clustering there are X number of groups Anomalies these people are unique Are results interesting? Useful? Worthy of further study? What Can ML Do Better?
  • 74. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Start with repetitive, high volume, taxing tasks Buy vs. Build
  • 75. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Business Stakeholder
  • 76. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Business Stakeholder domain knowledge usesIndustry Market Company Products Customers Competition Price of tea in China Which way the wind is blowing The airspeed velocity of an unladen African swallow
  • 77. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne BUSINESS GOALS Business Stakeholder domain knowledge uses to set
  • 78. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne uses to set BUSINESS GOALS domain knowledge Business Stakeholder BUSINESS PROBLEMS to identify
  • 79. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne uses to set BUSINESS GOALS domain knowledge Business Stakeholder BUSINESS DECISIONS to make to identify BUSINESS PROBLEMS
  • 80. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne uses to set BUSINESS GOALS domain knowledge Business Stakeholder to identify BUSINESS PROBLEMS BUSINESS DECISIONS to make informed by Analyst insight
  • 81. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne uses to set BUSINESS GOALS domain knowledge Business Stakeholder to identify BUSINESS PROBLEMS BUSINESS DECISIONS to make informed by Analyst insight Analyst
  • 82. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne uses to set BUSINESS GOALS domain knowledge Business Stakeholder to identify BUSINESS PROBLEMS BUSINESS DECISIONS to make informed by Analyst insight Analyst appreciates and considers
  • 83. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne to craft to test uses to set BUSINESS GOALS domain knowledge Business Stakeholder to identify BUSINESS PROBLEMS BUSINESS DECISIONS to make informed by Analyst insight appreciates and considers Analyst HYPOTHESES
  • 84. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsternejsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
  • 85. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Analyst Business Stakeholder
  • 86. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne determines accounts for most revealing data cognitive bias Analyst innate bias to ensure SOUND ADVICE Business Stakeholder
  • 87. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne determines accounts for most revealing data cognitive bias Analyst innate bias to ensure uses to convey SOUND ADVICE visualization and storytelling Business Stakeholder
  • 88. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne builds chooses Analyst depends on Data Scientist METHODS MODELS Data Engineer depends on collects cleans integrates monitors manages pipelines operationalize s DATA QUALITY to improve give feedback Data Business StakeholderBusiness Stakeholder
  • 89. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne builds chooses Analyst depends on Data Scientist METHODS MODELS Data Engineer depends on collects cleans integrates monitors manages pipelines operationalize s DATA QUALITY to improve give feedback Data to ensure quality of Business Stakeholder
  • 90. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Data Engineer Data Scientist Analyst Business Stakeholder
  • 91. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Data Engineer Data Scientist Analyst Business Stakeholder Licorne
  • 92. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne give feedback Data Engineer Data Scientist Analyst Outsource if you can Business Stakeholder
  • 93. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Start with repetitive, high volume, taxing tasks Buy vs. Build Buy!
  • 94. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Start with repetitive, high volume, taxing tasks Buy vs. Build Determine which data sets are useful
  • 95. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Start with repetitive, high volume, taxing tasks Buy vs. Build Determine which data sets are useful Too much = noise Too little = overfitting Just right = insight
  • 96. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Start with repetitive, high volume, taxing tasks Buy vs. Build Determine which data sets are useful Become proficient at the Smell Test
  • 97. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne The Smell Test
  • 98. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Start with repetitive, high volume, taxing tasks Buy vs. Build Determine which data sets are useful Become proficient at the Smell Test Be Human
  • 99. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Amount of data Speed of correlation Repetition minus ennui Accuracy Cost Zero attitude Machine Advantages Your Advantages Reason Common sense Emotion Empathy Experience Integrated cognition Be Human
  • 100. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Press Your Advantage Recognizing the problem Onboarding new ideas Relating non-related data Relating non-related experience Collaboration & Diversity Empathy Imagination
  • 101. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Man and Machine
  • 102. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Start with repetitive, high volume, taxing tasks Buy vs. Build Determine which data sets are useful Become proficient at the Smell Test Be Human
  • 103. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Be Prepared: Marketing is About to Get Weird
  • 104.
  • 105. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Be Prepared: Marketing is About to Get Weird
  • 106. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Harness the Power for Yourself Take advantage of the tools Build systems to talk to customers' systems Build your brand
  • 107. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne What is your next step??
  • 108. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsternejsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Jim Sterne Intro to Artificial Intelligence for Marketing