Dominate Your AI Strategy to Reach Real Individuals. Right Now.
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View Christian Monberg, Zeta Global CTO, explain how you can better pair your proprietary data, analytics and AI to drive acquisition, optimize experiences and boost retention to maximize marketing ROI.
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Dominate Your AI Strategy to Reach Real Individuals. Right Now.
- 1. Dominate Your AI Strategy to Reach Real Individuals. Right Now. June 5, 2019
- 2. 22019 Zeta Global Proprietary & Confidential Chief Technology Officer and Head of Product + Focused on ensuring technology & product strategy meets the requirements of business strategy: Data, AI, Scale, UX. + Joined Zeta in 2017 through acquisition of his AI company + Greatest achievement is not being out-witted by his 3 year old son, yet. + @chrismonberg Christian Monberg 2019 Zeta Global · Proprietary & Confidential 2
- 3. 32019 Zeta Global · Proprietary & Confidential Our Mission is to reinvent how data is used to make experiences between brands and consumers more meaningful
- 4. 2019 Zeta Global – Proprietary & Confidential www.zetaglobal.com2019 Zeta Global · Proprietary & Confidential 4 CHAPTER 1 AI & DATA STRATEGY CUSTOMER
- 5. 52019 Zeta Global Proprietary & Confidential AI & DATA LAB
- 6. 2019 Zeta Global – Proprietary & Confidential www.zetaglobal.com "You can see the computer age everywhere except in the productivity statistics.” –Robert Solow
- 9. 92017 Zeta Global Proprietary & Confidential
- 10. 2019 Zeta Global – Proprietary & Confidential www.zetaglobal.com What would you do with More Autonomy More Power to Act More Meaningful Data More Confidence
- 11. 2019 Zeta Global – Proprietary & Confidential www.zetaglobal.com 11 creative decisions…money…brand loyalists…interesting work…You’d make more meaning…...
- 12. 122019 Zeta Global Proprietary & Confidential GOAL #1 Great customer experiences are empathic & timely.
- 13. 132019 Zeta Global Proprietary & Confidential STRATEGY #1 Real-time data systems need to be near your customer interactions
- 14. 142019 Zeta Global Proprietary & Confidential GOAL #2 A view of my customer should be available throughout my organization.
- 15. 152019 Zeta Global Proprietary & Confidential STRATEGY #2 Data should be intrinsically transportable
- 16. 162019 Zeta Global Proprietary & Confidential GOAL #3 Predict what my customers want before they show up at my door.
- 17. 172019 Zeta Global Proprietary & Confidential STRATEGY #3 Understand your customer outside of your four walls
- 18. 182019 Zeta Global Proprietary & Confidential GOAL #4 Aspire beyond yesterday’s performance through new insights.
- 19. 192019 Zeta Global Proprietary & Confidential STRATEGY #4 Data-driven decisions will become model-driven
- 20. 2019 Zeta Global – Proprietary & Confidential www.zetaglobal.com2019 Zeta Global · Proprietary & Confidential 20 CHAPTER 2 Understanding Real Individuals: Right Now
- 21. 212019 Zeta Global Proprietary & Confidential
- 22. 2018 Zeta Global – Proprietary & Confidential www.zetaglobal.com | 22 Acquisition vs Retention
- 23. 2019 Zeta Global – Proprietary & Confidential www.zetaglobal.com 2018 Zeta Global Proprietary & Confidential Marketing has never been more chaotic 10,000 messages/day 21 screens/hour 8 seconds each 347,222 tweets/min 51,000 Apple apps/min 284,722 snaps/min
- 24. 28% of the internet is fake 24 It’s burning through marketing dollars And your attention…
- 25. 252019 Zeta Global · Proprietary & Confidential There is opportunity in chaos. Their journey is telling.
- 26. CMO’s struggle to crack the code. 2019 Zeta Global – Proprietary & Confidential. 26262019 Zeta Global · Proprietary & Confidential People are complicated. Understanding them doesn’t have to be.
- 27. 272019 Zeta Global · Proprietary & Confidential You must start by knowing who they are Then understand your relationship with them
- 28. 282019 Zeta Global · Proprietary & Confidential
- 29. 2019 Zeta Global – Proprietary & Confidential www.zetaglobal.com 29 Who is Adam? Email Address Mobile App ID Web Behavior Postal Transaction + Fitness Tracking Apps + Three devices added to household in last 3 months + Bought fitness apparel + Purchased 3 airline tickets + Browsing NYC travel related topics + Reading Marathon News and Advice + Recently applied for a home mortgage + Coming off-lease Adam Device IDs
- 30. 2019 Zeta Global – Proprietary & Confidential www.zetaglobal.com 30 Example Articles Providing Key Signals For Our Intender Audiences Users are scored based on the frequency of visits, how often they are touching topics and more. People move in and out of Zeta’s intender segments in real – time. Our AI unifies user data to improve performance and engage customers at the right time and place.
- 31. 2019 Zeta Global – Proprietary & Confidential www.zetaglobal.com All rights reserved. | 31 Intent modeled from Real- time Behaviors + Knowing when someone’s in market + Understanding how to market to them + See how your segments over or under index and adjust creative
- 32. 322019 Zeta Global Proprietary & Confidential KEY TAKEAWAY 1: Acquisition and Retention Marketing will converge around individual experiences
- 33. 332019 Zeta Global Proprietary & Confidential KEY TAKEAWAY 2: Understanding (latent) data in motion is of far greater value than attributes at rest
- 34. 342019 Zeta Global Proprietary & Confidential KEY TAKEAWAY 3: Campaign managers will become behavioral psychologists
- 35. 2019 Zeta Global – Proprietary & Confidential www.zetaglobal.com2019 Zeta Global · Proprietary & Confidential 35 CHAPTER 3 Bringing it all together
- 36. 2019 Zeta Global – Proprietary & Confidential www.zetaglobal.com “The true sign of intelligence is not knowledge but imagination.” -Einstein OBSERVATION CURIOSITY EXPERIMENTATION
- 37. 2019 Zeta Global – Proprietary & Confidential www.zetaglobal.com “The true sign of intelligence is not knowledge but imagination.” -Einstein Provide the data and AI to inform new, better decisions Provide the insights & automation from AI to enable people to be curious again Provide the activation & testing framework to validate optimal, outcome-drive results DATA INSIGHT EXPERIENCES OBSERVATION CURIOSITY EXPERIMENTATION
- 38. 2019 Zeta Global – Proprietary & Confidential www.zetaglobal.com 38 Our value has always started with data and ended with experiences.
- 39. 392019 Zeta Global · Proprietary & Confidential COLLECT ENRICH ANALYZE STRATEGY ORCHESTRATE MEASURE • 1st Party • 3rd Party • Connectors • NLP • ETL • AI/ML • Experience Builder • Omnichannel • Real-time Scoring • BI • Attribution • Data Exports DATA INSIGHT EXPERIENCES
- 40. Identity enables AI to be more performant Deterministic Measurement Findings Insights Platform Execution 2019 Zeta Global · Proprietary & Confidential 40
- 41. Drive Outcomes 412019 Zeta Global · Proprietary & Confidential Getting AI, ML, NLP to work for you
- 42. The Right ExperienceRight Now PRIME PERSON PRIME CONTENT PRIME CHANNEL PRIME TIME
- 43. 2019 Zeta Global – Proprietary & Confidential www.zetaglobal.com SUMMARY: AI & DATA STRATEGY PLAN A STRATEGY AND SOLUTION FOR EACH BUILDING BLOCK Identity Your foundation: Onboard data to identify individuals throughout their journey. 1st and 3rd Party Data Explicit vs implicit: Look outside of your four walls to better understand what drives behavior. AI Platform Test and Learn: Not all algorithms are appropriate for your business or your users. Intent Signals Quiet vs Loud: AI can optimize and find buried signals that anticipate user need states. Connected Activation Right Now: Respond to data and signals to reach individuals in the moment.
- 44. Q&A Christian Monberg Chief Technology Officer @chrismonberg Zetaglobal.com Thank you
Notas do Editor
- Gratitude for being here. Me, I’m a startup guy in a mid-size company rebuilding itself. Data and AI are at the center of everything we’re doing. Background in empathetic design & technology.
- At Zeta, our mission is to re-invent how data is used to make experiences between brands and individuals more valuable.
- You’re not alone. I spend about 90% of my time talking with organizations about their underlying AI and Data Strategy. There are unique challenges, but a lot of people fall into a few traps.
- These problems are so pervasive, that we’ve even built out a Lab to get these hard-to-reckon assets out into the open and start looking for business opportunities. Feel free to get in touch with our team if you’re curious about exploring your data strategy.
- AI and Data haven’t made people’s jobs easy enough. Productivity is lagging compared to where it’s been.
- When Carnegie’s empire grew, it was built on infrastructure. Rails were laid. Smelting plants swelled with cauldron’s of liquid steel. Carnegie shook hands with heads of state to ensure his contracts were flowing past budget process reviews with approval stamps. This is CENTRALIZED POWER, and I think a lot of your IT teams still operate this way. They call the shots. There’s nothing wrong with central technology groups, unless they’ve controlling your destiny.
- I Liken it to when Electricity hit the factory. It wasn’t about replacing the central belt drive engine so that business could continue on as usual. It was a new economy, with new choices. It was about putting the electricity at the workbench so that workers could use new types of tools.
- DISTRIBUTING POWER CHANGES OUR CHOICES (Online Dating Example) - consumers have power, but marketers don’t always have the power they want/need. From the consumer perspective, look at what happened to dating when people suddenly had access to other people in the dating pool and could mutually filter based on preferences & attributes in real time. It wasn’t about which party you were invited to, or what friends you had. Maybe it should be…
- Real Time Systems need to be near your customers (Alaska Airlines example)
- Real Time Systems need to be near your customers (Alaska Airlines example)
- Data Transportability: Fuel interaction, BI, and calm the nerves of those that want perceived control. (Export Strategies)
- Data Transportability: Fuel interaction, BI, and calm the nerves of those that want perceived control. (Export Strategies)
- A real 360 view: Fist Party Data, Enriched, In real time. Get insights from outside the 4 walls.
- A real 360 view: Fist Party Data, Enriched, In real time. Get insights from outside the 4 walls.
- Data Driven -> Model Driven. You need experimentation frameworks. (Talk about different algorithms competing)
- Data Driven -> Model Driven. You need experimentation frameworks. (Talk about different algorithms competing)
- We have an innate need to communicate and be understood. Humans have an enduring need to communicate and be understood. There’s nowhere else this is better illustrated than the Caves of Lascaux. Also recommend the book Sapiens by Yuval Noah Harari about the Lascaux Cave Paintings
- it’s still true today - I love this image from a Nordstrom. <talk about walking into a Nordstrom and sales people picking up my latent signals>. The buyer looks like she’s having as much fun as the seller.
- “Marketing has never been more complicated.” “On average, we “connected” humans: are bombarded with up to 10,000 messages a day, across multiple channels, and switch between 21 screens an hour with an attention span for any given message, according to Microsoft, that is just 8 seconds”. “And we ignore the vast majority of them. People have zero time for brands they don’t connect with. Marketers need to engage consumers in a very personal, individual manner: ” 49% of people disregard a brand if they perceive the message to be irrelevant On the flip side, more than one-third - 36% - are more likely to buy from a brand that sends them personal, tailored message
- Adding to the complexity is the unavoidable fact that almost a third of internet traffic is done by bots. Further obscuring the marketplace and making it harder to know your messaging is going to people at all, not to mention the right people
- PEOPLE ARE COMPLICATED BUT UNDERSTANDING DOESN’T HAVE TO BE. This is really hard, even a question like “Hey, how are you doing?” Has so many layers: 1. Generic: “Great” 2. Honest: “Today = boss sent me an email 3. Real: “I have a mortgage payment...” 4. Higher order: “Global warming and pressure to recycle is curishing my soul! How am I doing? How are WE doing? The ice caps are melting!”.
- while most of us find it easier to shop from behind the curtain of the internet, it’s a marketer’s job to pick up context. Real-time data from beyond your four walls can help you do this. Deterministic. Connect it to an ID. The world of measurement is changing and this needs to be part of your data strategy.
- The Journey Of One paradigm will bring acquisition, growth, and retention marketing into one funnel, one common understanding of the user, through data.
- Latent signals at motion, are of far greater value than explicit attributes at rest.
- Campaign Managers will become behavioral psychologists
- MARKETING HAS ALWAYS BEEN ABOUT DATA AND EXPERIENCES. BUT THERE’S A MISSING PIECE
- INTELLIGENCE IS NOT KNOWLEDGE, BUT IMAGINATION
- HOW DO WE CREATE SYSTEMS THAT ENABLE IMAGINATION? DATA, INSIGHT, EXPERIENCES
- For insights, you need time to focus on the right things. Automation can help (AI is good at this) You need to data from outside of your four walls.
- Deterministic Measurement -> Insights -> Experiences. AI Helps you along the way Just like in email marketing of yesteryear. Identity is the root.
- You can apply AI to anything - if you don’t focus on the user, you don’t end up with a better experience for that individual