There's no escaping Artificial Intelligence. It's in the news, in the movies, and in the boardroom. It's time to learn how Artificial Intelligence can be put to use in the marketing department. As this new technology becomes more prevalent, you'll need to understand it, embrace it and make the most of it.

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
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
What is it?
How does it work?
What is it good at?
How is it useful?
Intro to Artificial Intelligence
for Marketing

5. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
What it is NOT
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
Conversation Bots
Computer Vision
Robots & Self-Driving Cars
Machine Learning

8. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Why Machine Learning Now?
50 years of study
Cheap storage of Big Data
Massively parallel processing (GPUs)
Open Source

9. 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

10. 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

11. 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

12. 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

13. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Machine Learning
Supervised
Unsupervised
Reinforcement

14. 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?

15. 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

16. 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

17. 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

18. 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

19. 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

20. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Machine Learning
Supervised
You know the right answer
needs many examples
of labeled data

21. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Machine Learning
Supervised
You know the right answer
needs many examples
of labeled data

22. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Machine Learning
Supervised
You know the right answer
needs many examples
of labeled data

23. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Machine Learning
Supervised
You know the right answer
needs many examples
of labeled data

24. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Machine Learning
Supervised
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
Segment my customers
Find look-alike prospects
Create customer personas
Good for unlabeled data
You don't know the right answer
Machine finds patterns in unlabeled data
Machine Learning
Unsupervised

28. 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

29. 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

30. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
More data than a human can wrangle
More attributes than a human can manage
More permutations than a human can comprehend

31. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
More data than a human can wrangle
More attributes than a human can manage
More permutations than a human can comprehend

32. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Learning Machine Learning
Decision Trees / Random Forest
Support Vector Machines
Neural Nets / Deep Learning
Ensemble
How does it work?

33. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Neural Network  Deep Learning
Go to the movies?

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Neural Network  Deep Learning
Go to the movies?

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Neural Network  Deep Learning
Go to the movies?

36. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Neural Network  Deep Learning
Go to the movies?

37. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Learning Machine Learning
Decision Trees / Random Forest
Support Vector Machines
Neural Nets / Deep Learning
Ensemble
How does it work?

38. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Learning Machine Learning
Decision Trees / Random Forest
Support Vector Machines
Neural Nets / Deep Learning
Ensemble
How does it work?

39. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Learning Machine Learning
Decision Trees / Random Forest
Support Vector Machines
Neural Nets / Deep Learning
How does it work?
Genetic Algorithm
Covariance Kernels
Gaussian Processes
Hyperparameter Tuning
Particle Swarm Intelligence
Heterogeneous Configuration Models
Etc.
Etc.

40. 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

41. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Learning Machine Learning
High Dimensionality
High Cardinality
What's it good at?

42. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Dimensionality = Attributes per Object
Cardinality = Options per Attribute

43. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Dimensionality = Attributes per Object
Cardinality = Options per Attribute
People
Objects
Attributes
billions of permutations

44. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Learning Machine Learning
High Dimensionality
High Cardinality
What's it good at?

45. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Learning Machine Learning
Supervised / Unsupervised Examples vs. Exploration
Reinforcement Learning Rewards for good behavior
Decision Trees / Random Forest Random data & variables
Support Vector Machines Looking from many different angles
Neural Nets / Deep Learning Sort of how we think the mind works
Ensemble Collaboration and diversity rule
Dimensionality Attributes per object
Cardinality Options per attribute

46. 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

47. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Robots!

48. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
In-Store Robots

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50. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne

51. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Augmented Reality

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Augmented Reality

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Facial Recognition

54. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Artificial Intelligence
Natural Language
Speech to text
Conversation Bots
Text to meaning

55. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne

56. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Automating Response

57. 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

58. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne

59. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Bringing AI Into Your Organization
Look what followed me home!
Can we keep him?

60. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
AI Onboarding Tips
Clearly identified goals
Know your data
Start with repetitive, taxing tasks
Buy vs. build
Determine which data sets are useful
Become proficient at the Smell Test

61. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
The Smell Test

62. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Your Domain Knowledge
Marketing
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

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Harness the Power for Yourself
Learn the tools
Train your bots
Grow your skills

64. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
Jim Sterne
eMetrics Summit
Digital Analytics Association
Artificial Intelligence for Marketing
Getting Started