The document discusses how artificial intelligence will disrupt current measurement models used in marketing. It states AI will have the ability to better understand user journeys and identities through advanced techniques like dynamic personal profiling, behavior recognition and decision modeling. This will allow AI to more accurately map attribution across touchpoints and redefine how marketing performance is measured by providing clearer signals of consumer intent and interest beyond what current metrics show. The document argues current measurement lacks meaning and AI will be able to aggregate data to better comprehend consumer conversations and qualify leads.

1. 10.12.22

2. MEASUREMENT
(& Accountability)
IN THE ERA OF THE MACHINES

3. 3
The Fuzzy Lingo of Advertising/Media…
At some point the industry become a parody of its own
parody.

4. 4
…Become the Fuzzy Math of Measurement
What at CMO Expects What Your Metrics Say

5. 5
Broken Promise of Measurement
With the advent of AI, deep learning could
outclass the current Measurement model.
While early generations of AI couldn't translate
the the context of the user journey, the current
generation of AI will disrupt the status quo
between measurement, its cousin
Accountability and its parent company,
MARKETING.

6. 6
IT’S JUST
BUSINES

7. 7
Reframe it Around Business
You need to
understand how
the client makes
and loses money.

8. 8
Rethinking the Frame on Measurement
https://www.youtube.com/watch?v=JBgwF8aHByI&t=335s
Watch first 3 minutes.

9. 9
Measurement Lacks Meaning
Human behavior is
predicated on the
“meaning of things” more
than the “viewof things”
- Jordan
Peterson
Marketing Needs
Meaning…

10. 10
Measurement Versus the Plurality of Identities
You can’t optimize for what you can’t
comprehend and what the
“measurement methodology” wasn’t
designed for…

11. 11
How Measurement Lost Its Way
like fake #’s
Many of these headlines represent merely the price of entry.

12. 12
HIT ”RESET”

13. 13
Stop Lying to Yourself and The Client
Really, many of you
in this business are
simply ”day trading
in human futures”
in a marketplace
called
MEDIA.

14. 14
How Measurement Gets Reconciled
Media/AdAgencies talking about
a billion in Reach
TheCMO
Brands allowed ”potential reach” to become industry currency.

15. 15
Start With Framing Outcomes
MARKETING, as the parent company, is the “decisioning” engine for
business.
MARKETING, is about Business Intelligence.

16. 16
Continue with Framing Outcomes
As the “decisioning”
engine for business,
Marketing needs an
intelligence
framework.
Measurement merely
becomes a bi-product.

17. 17
Start with Better Decisioning
Many of you fail to understand your client’s brand mentality or that
of their consumer. But Ai will…and it will do it by planning with
better “decisioning” than today’s media buyer or planner.
Dynamic Personal
Building
Mentality Profiling Recognition Modeling
Agility + Human Truth + Speed of the Consumer

18. 18
Start With Targeting and Identity

19. 19
Start With Synthesizing
You need to be close to the information…most in the business aren’t.

20. 20
Start With Revenue Return

21. 21
THE MACHINES
ARE HERE

22. 22
The Neuroscience of Measurement
“Neuroscience is the discipline that
has the ability to inspire artificial
intelligence to advance child like
curiosity.”

23. 23
Ai’s Decisioning Support Beyond Measurement

24. 24
The Ai Reaction Speed
Ai will out-perform us
in terms of reaction
speed and
intelligence.

25. 25
Ai is the Accelerant for Measurement
Many practicioners are NOT
injecting ”listening, or critical
thinking, or strategy”
throughout the calendar year.
You’ve outsourced that
”agency” to shallow
metrics.
Ai will now SCOOP AND SCORE
on you.

26. 26
Ai’s Remapping of Attribution
Marketing attribution involves
looking at all touchpoints or
interactions a customer has with a
brand before making converting
and assigning value to each of
these touchpoints based on their
contribution to the final
conversion.
The holy grail, MTAs has fallen
short.
The challenges of tracking
customer journeys and attributing
value to touchpoints will only be
overcome by Machine Learning

27. 27
Computer Vision’s Clarity on Human Interest
90%of what we
communicate, we do
without speaking a
word.

28. 28
Computer Vision Remaps Human Intent
TheSupply Path
becomes a mere
formality once
optimization is based on
who actually
givesAF**

29. 29
AGI to Aggregate Measurement
FromBrandLift, to Brand Equity,to Brand
Tracking…

30. 30
POWER TO THE
PEOPLE
This is the B2B2C business. Many of you are forgetting the C.

31. 31
Oracle coined the term CQL
(Conversation Qualified
Leads).
Ai will elevate the relevancy
of Conversation Queries.
Consumers are a market
conversation…
Conversation as Qualification

32. 32
Clear Consumer Intent Signals
What Ai +Measurement
Sees
What Measurement Sees
“Ai has the ability to identify
CLEAR INTENT SIGNALS in
consumer preferences.”
It will be the “intellectual
equalizer” for synthesizing
data and will surpass much of
what your analytics team has
historically been telling you.

33. 33
Consumer Attention is The Only Narrative
“Attention is the
Ultimate Real Estate.”
“You must Day-trade
in Attention.”
- Gary Vaynerchuk

34. 34
In The End…
Clients are not stupid.
They’re just busy. But at
some point, they get
”unbusy” and figure it out.

35. 35
THANK YOU