Artificial Intelligence

Carving your Path to the Next Era in Marketing

Age

nd

aWhat is Artificial Intelligence (AI)

Forrester Survey on AI

Types of Intelligence

Stages of Intelligence

Role of AI in Marketing

Roadmap of going from data to AI

AI Use Cases

Concerns with AI

Career Paths & Preparation

What the heck is AI?

Pick ME!!!

Artificial Intelligence Definition:

1: a branch of computer science dealing with the simulation of intelligent behavior in computers

2: the capability of a machine to imitate intelligent human behavior

Types of Intelligence

Forrester Survey:

There is no defined business case

Not clear what AI can be used for

Don’t have the required skills

Need first to invest in modernizing data management platform

What are obstacles to AI adoption as expressed by companies with no plans of investing in AI

42%

39%

33%

29%

Stages of Intelligence

Knowledge • Data, text, activity

Pattern Recognition

• Face, speech, optical

Machine Learning

• Models, Deep Learning

Predictive• Based on

Probabilistic or Fuzzy Logic

Robotics

•Applying Learning at the last millisecond, intelligent personalization

RoadMap of Going from Data to AI

Data and RecordsData Cleansing & Standardization

Reports and Dashboards

Hypothesis validation &

Insights

Advance Visualization &

Story Telling

Data System Integration for one

holistic view

Attribution & Journey Mapping

Build Custom Models &

Predictions

Establish segments and data clusters

Create personalized experiences based

on intelligence

From Data to Insights to Automated & repeatable Intelligence

Nothing artificial about it!

Modern marketing AI systems

Questions Modern AI Helps Solve for:

What Happened?

What Changed over Time?

Why it changed?

Why it happened?

What could happen?

What is the difference?

Use Cases for AI in Marketing

Website Design

• The Grid

Content Creation

• Word Smith

• Quill

• Hemingway (additional clean up)

Content Curation

• Amazon & Netflix providing Recommendation

Search

• Voice Search (Conversational)

• Siri, Alexa, Cortana, Google Home

• Google RankBrain

Marketing Automation

• Boomtrain (send custom email based on behavior)

Social Media

• Custom Ads & feedback loop

• Mitigate negative UX from clickbaits

Images

• Snapchat Instrgram with Augmented Reality via filters

Advertising

• Automated bidding

• Programmatic advertising

• Albert

ChatBots & Growthbots

• Fully automated computer responses and actions

• Providing precise information to user

Sales handoff

• Identify hot leads

• Conversica- Angie

• Buyer Journey from Leads to Closed Won Deals

Concerns with AI

AI is only as good as the

data we have

AI system Security and

Breaches

What About me?

So…umm Is there anything you want me to do?

The New World ???

The New World !!!

Oh Yea…that Artificial Intelligence!!!

Careers in Intelligence

Career Titles:

• Business Intelligence (BI) Developer, Admin, Technician

• Data Scientist, Data Scientist

• Digital Marketing Analyst, Strategist, Manager, Director

• Chief Digital Officer / Scientist

Keywords:

• Data

• Data Science

• Data Governance

• Insights

• Intelligence

• Analytics

• Visualization

The Next Industrial Revolution

Intelligence

The Next Industrial Revolution

Intelligence

Mass Marketing

Digital Marketing

Intelligent Marketing

Thank you.

Kashif KhurshidMarketing Analytics ManagerKashif.Khurshid@alertlogic.comLinkedin.com/KashifKhurshidCaptainAnalytics.com

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Additional Sources:

• https://venturebeat.com/2017/11/06/ai-enabled-technologies-could-help-museums-survive-the-digital-age/

• http://www.govtech.com/computing/Understanding-the-Four-Types-of-Artificial-Intelligence.html

• https://www.forbes.com/sites/gilpress/2017/01/23/top-10-hot-artificial-intelligence-ai-technologies/#411ed70a1928

• https://lifehacker.com/the-nine-types-of-intelligence-every-person-has-1772693736

• https://blog.hubspot.com/marketing/ai-marketing-use-cases