The Rise of the Super-Intelligent Marketer

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This document discusses the rise of cognitive marketing and the super-intelligent marketer. It notes that cognitive technologies are changing consumers' lives by processing natural language, images, and more. This requires a new kind of marketing that is real-time, personalized, and data-driven. The amount of data available is exploding and will continue to grow exponentially through technologies like the internet of things. Early cognitive marketing applications include chat bots, attribution, and live event monetization. The document advocates that marketers act now to take advantage of these new opportunities by becoming data-driven, cultivating data, and using techniques like machine learning.

The Rise of the  
Super-Intelligent Marketer 
 
Karsten Weide 
VP Media & Entertainment, IDC 
@KarstenW
#ANEventsWeek

Cognitive Technology Changing Consumers
Lives
Natural 
Language  
Processing
Natural 
Language  
Generation
Machine  
Learning
Pattern  
Recognition
Automated  
Analytics
Predictive  
Power
Image Analysis Semantic  
Interpretation
Sensory  
Input processing
Sentiment 
Analysis
Hypothesis  
Generation
Emotion  
Recognition

We Are Reaching 
An Inflection Point
In How We Live  
Our Lives

A New Kind Of Consumer 
Calls For A New Kind Of Marketing

Cognitive Marketing:  
Real-Time, Personalized
Consumer Engagement

2015: 
Programmatic 
Advertising
Media Purchasing
Cost Optimization
Some Targeting
2016:
Programmable 
Marketing
Real-Time Data
Partner Ecosystems
Learning Algorithms
2020:
Cognitive  
Marketing
Algorithmic Intelligence 
Real-Time Data Analysis 
One-In-A-Million Moments

11Source: IDC
Content and Data
Behavioral Interactional
Performance
Long form
Geolocation
News
Personal data
Healthcare
Location
Sports &
Entertainment
Social
Corporate
Logistics
Financial
Cogniti
ve
Cogniti
vely-Cognitiv
ely-Marketing
Sales
Procurement
Asset  
mgmt.
R&D
Logistics
HR
Anti money 
laundering
Retail
pricing
Patient  
outcomes
Telco
churn
IT performance
mgt.
Retail
Travel
Media
Healthcare
Insurance
Investment
Commercial  
leasing
Advertising
Legal
Driverless 
cars
Smart home
devices
Self-flying
drones
Robotic
systems
Text analysis
Video analysis
Image analysis
Predictive analytics
NLP
APIs
ConnectorsData stores
Hypotheses generation
Machine learning
Speech Recognition
Dialogue Mgt.
Finance
Risk mgmt.
Cognitiv
ely-
Cognitively-
Com
pone
Weather
Cognitive  
Brings New
Opportunities
To Marketers

The Internet Of Things Will Give Us Even More
Data

There Will Be LOTS Of DataData Created Worldwide Annually
Millions
0
13
25
38
50
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
2020 = 44 ZB
2015 = 9.3 ZB
2005 = 0.1 ZB
2010 = 1.2 ZB
*1 Zettabyte = 1,000,000,000,000 Gigabytes Source: IDC Digital Universe Study

If you know everything about everyone – 
How far can you go?

Body TemperatureWeight
Nutrition
Exercise
Sleep Quality
Time
Body Temperature
Blood Sugar Levels
Breathing
Location
Heart Rate

Early Examples Of Cognitive Marketing Apps
Chat BotsAttributionLive Event Monetization

Data-Driven Marketer
Business objectives
Data cultivation
Governance
Data Engineer
Workload Optimization 
Dependency Management 
Fault Tolerance
Data Scientist
Data representation
Featurization
Model building
Marketing Technologist 
Infrastructure Management 
System Integration 
IT Liaison

Essential Guidance
• Cognitive changes consumers’ lives
• Cognitive lets marketers take
advantage
• From programmatic to programmable
• Super-Intelligent Marketers: Act now!

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AppNexus

The document discusses how Chile implemented a transparent competitive bid auction system in the 1990s to address issues with its school lunch program. The auction standardized meals and quality requirements while introducing price competition between vendors. This resulted in the government saving 20-25% on costs, allowing it to feed 300,000 additional children daily. The chief economist was interested in this case study due to its use of economic science and auction logic to increase transparency and revenues in a sensible way for a large market program.

WTF: Why Do Banner Ads Still Exist On Mobile?

AppNexus

Banner ads continue to dominate the mobile advertising format despite widespread criticism because: 1) The open mobile advertising supply chain has been slow to support new formats due to its complexity. 2) Closed ecosystems found in companies like Facebook are more flexible but publishers and marketers must balance relying too heavily on any single company. 3) Progress is being made towards native advertising but it still only accounts for around 25% of display ad spending according to projections.

AppNexus Publisher Summit Keynote

AppNexus

Brian O'Kelley, CEO of AppNexus, discussed three problems facing marketers, consumers, and publishers on the internet: increasing marketer trust and ad effectiveness, improving user experience, and increasing publisher monetization. He proposed that AppNexus could help solve these problems by reducing latency in the supply chain, compressing the number of intermediaries, and leveraging data science.

Buying Native on AppNexus

AppNexus

This document discusses buying native advertising on AppNexus through Sharethrough. It notes that the native advertising market is growing rapidly and is projected to reach $21 billion by 2018. The document explains that programmatic native advertising allows for real-time pricing of native ads that blend with the user experience. Buying native ads programmatically through Sharethrough on AppNexus provides benefits like increased reach, efficient workflows, and leveraging data. It provides examples of native ad formats on mobile and desktop and describes the required creative parameters and trafficking process for Sharethrough native ads on AppNexus.

A Primer on AppNexus' Open, Viewable Marketplace

AppNexus

This document provides an overview of viewability and the new viewable marketplace: It begins with a visual guide to ad viewability and explains why vendors may provide different viewability results. It then addresses common questions about which formats and verticals are most viewable. The document introduces the viewable marketplace, where buyers only pay for viewable impressions. It explains how this benefits both buyers and sellers by providing a win-win system with lower costs for buyers and higher CPMs for sellers. Lastly, it outlines the key benefits of viewable deals for both buyers and publishers.

Livingly Media's Experience with Header Bidding [Webinar]

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Meet the AppNexperts: Four Big Topics in Mobile for 2016 [Webinar]

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Speed Matters in a Video World

Past, Present, & Future of the Ad Server

Transparent Marketplaces: It's All About The School Lunch

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The Rise of the Super-Intelligent Marketer

1. The Rise of the   Super-Intelligent Marketer    Karsten Weide  VP Media & Entertainment, IDC  @KarstenW #ANEventsWeek

3. W Star Trek IV X (1986)

6. W X Super Bowl Ad - 2016

8. Cognitive Technology Changing Consumers Lives Natural  Language   Processing Natural  Language   Generation Machine   Learning Pattern   Recognition Automated   Analytics Predictive   Power Image Analysis Semantic   Interpretation Sensory   Input processing Sentiment  Analysis Hypothesis   Generation Emotion   Recognition

9. We Are Reaching  An Inflection Point In How We Live   Our Lives

10. A New Kind Of Consumer  Calls For A New Kind Of Marketing

11. Cognitive Marketing:   Real-Time, Personalized Consumer Engagement

12. 2015:  Programmatic  Advertising Media Purchasing Cost Optimization Some Targeting 2016: Programmable  Marketing Real-Time Data Partner Ecosystems Learning Algorithms 2020: Cognitive   Marketing Algorithmic Intelligence  Real-Time Data Analysis  One-In-A-Million Moments

13. 11Source: IDC Content and Data Behavioral Interactional Performance Long form Geolocation News Personal data Healthcare Location Sports & Entertainment Social Corporate Logistics Financial Cogniti ve Cogniti vely-Cognitiv ely-Marketing Sales Procurement Asset   mgmt. R&D Logistics HR Anti money  laundering Retail pricing Patient   outcomes Telco churn IT performance mgt. Retail Travel Media Healthcare Insurance Investment Commercial   leasing Advertising Legal Driverless  cars Smart home devices Self-flying drones Robotic systems Text analysis Video analysis Image analysis Predictive analytics NLP APIs ConnectorsData stores Hypotheses generation Machine learning Speech Recognition Dialogue Mgt. Finance Risk mgmt. Cognitiv ely- Cognitively- Com pone Weather Cognitive   Brings New Opportunities To Marketers

14. The Internet Of Things Will Give Us Even More Data

15. There Will Be LOTS Of DataData Created Worldwide Annually Millions 0 13 25 38 50 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2020 = 44 ZB 2015 = 9.3 ZB 2005 = 0.1 ZB 2010 = 1.2 ZB *1 Zettabyte = 1,000,000,000,000 Gigabytes Source: IDC Digital Universe Study

16. If you know everything about everyone –  How far can you go?

17. Body TemperatureWeight Nutrition Exercise Sleep Quality Time Body Temperature Blood Sugar Levels Breathing Location Heart Rate

18. Body TemperatureWeight Nutrition Exercise Sleep Quality Time Body Temperature Blood Sugar Levels Breathing Location Heart Rate

19.

20. Early Examples Of Cognitive Marketing Apps Chat BotsAttributionLive Event Monetization

21. The Super- Intelligent   Marketer

22. Data-Driven Marketer Business objectives Data cultivation Governance Data Engineer Workload Optimization  Dependency Management  Fault Tolerance Data Scientist Data representation Featurization Model building Marketing Technologist  Infrastructure Management  System Integration  IT Liaison

23. Essential Guidance • Cognitive changes consumers’ lives • Cognitive lets marketers take advantage • From programmatic to programmable • Super-Intelligent Marketers: Act now!

The Rise of the Super-Intelligent Marketer

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