Cognitive Marketing Keynote - Christopher S. Penn As delivered at MarketingProfs B2B Forum 2017

1. Cognitive Marketing
How AI Will Change (B2B) Marketing Forever
Christopher S. Penn
VP Marketing Technology
SHIFT Communications
@cspenn

2. V
V
V
V

3. VOLUME
V
V
V

5. If each gigabyte in a zettabyte
were a brick, we would build 14
Great Walls of China a day.

6. VOLUME
VARIETY
V
V

8. VOLUME
VARIETY
VELOCITY
V

9. On target to 75 million in 2017

10. VOLUME
VARIETY
VELOCITY
VERACITY

11. Kayak across
the Pacific
Ocean

12. The Prescription
Is Cognitive
Marketing

13. What is Cognitive Marketing?

14. Marketing that Learns

15. Using AI & ML Technologies

16. What is AI Anyway?

20. A/B Split Tests and Multivariate
Tests Are Algorithms

24. Artificial Intelligence
Algorithms
Machine Learning
Deep Learning

25. Where Machine
Learning and AI
Are Not Going

26. How Are We Using AI Today in Marketing?

27. AI-Powered Creation

30. Reverse-
Engineering
Google

31. AI-Powered
Conversation

36. AI-Powered Analysis

37. FireEye Keyword Extraction
IBM Watson Alchemy
FireEye focuses often on
vulnerabilities and threats in
the broad market as well as
highly technical code.
Rather than incident
response, they target threat
research and threat
intelligence.

38. Who’s
Talking
About
Which
Topics?

39. "classifiers": [
{
"classes": [
{
"class": "building",
"score": 0.991837
},
{
"class": "high-rise",
"score": 0.900249,
"type_hierarchy": "/buildings/high-rise"
}
],
"classifier_id": "default",
"name": "default"
}
],

40. AI-Powered Distribution

45. How Will AI Change the Future?

46. Fewer Humans Needed

48. If you do it with a
template today, a machine
does it without you
tomorrow. - @cspenn

49. Faster Marketing

51. Hyper-Personal Marketing

52. PERSONA
OF
ONE

54. Higher Barriers to Entry

56. START
NOW

57. M
A
G
I

58. How to Prepare Your Career for AI

59. Multidisciplinary Skills

61. Algorithmic Thinking

62. Learn to
think like a
machine

63. Machine Oversight

65. Outcome-Focused

66. Let the machines do the heavy lifting

67. “Either you will manage the machines, or the
machines will manage you.” - @cspenn

68. How to Prepare Your Company for AI

69. Who You’ll Need

70. If Data Is The New Oil

71. Developers

72. Data Scientists

73. Marketing Technologists

74. Developers Data Scientists Marketing
Technologists

77. Are you ready to be an AI-
powered superhero?

78. WhereCanIGetTheSlides.com

79. Cognitive Marketing
How AI Will Change (B2B) Marketing Forever
Christopher S. Penn
VP Marketing Technology
SHIFT Communications
@cspenn
WhereCanIGetTheSlides.com