How to Kick-Start Your Marketing with AI
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Performance Manager from NMPi, Fred Maude, takes a step backwards and dissects the state of play of AI in marketing, giving you some of the tools and lessons you need to start your AI journey. Watch the full Webinar here: https://www.youtube.com/watch?v=JZB1sUF-ogw
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How to Kick-Start Your Marketing with AI
- 1. How to Kick-Start Your Marketing with AI An introduction to the marketing AI state of play
- 2. 1 What you can expect from today’s webinar House Keeping Presentation will be recorded and emailed out to everyone 30 Mins Ask any questions through the chat Presenter: Fred Maude
- 3. How to Kick-Start Your Marketing with AI Introduction to the marketing AI state of play
- 4. Everyone is talking about AI.
- 5. Engineers are talking about AI.
- 6. Developers are talking about AI.
- 7. Data Scientists are talking about AI.
- 8. Zuckerberg is talking about AI.
- 9. And yes, of course!
- 10. Marketers are talking about AI. Almost Non Stop! Marketers are talking about AI. Almost Non Stop!
- 11. Gartner Hype Curve (July 2017) Expectations Time Innovation Trigger Peak of Inflated Expectation Trough of Disillusionment Slope of Enlightenment Plateau of Productivity Deep Learning Machine Learning Deep Reinforcement Learning Autonomous Vehicles Cognitive Computing Conversational User Interfaces Everyone is Talking about AI Act, But Act Wisely!
- 12. 11 Definitions Ability Application Action Whistle-stop tour of AI in marketing. Today’s Agenda &
- 13. Definitions
- 14. Automation The use or introduction of automatic equipment in a manufacturing or other process or facility. Oxford English Dictionary (2018)
- 15. Artificial Intelligence The theory and development of computer systems able to perform tasks normally requiring human intelligence. Oxford English Dictionary (2018) The theory and development of computer systems able to perform tasks normally requiring human intelligence.
- 16. Intelligence The ability to acquire and apply knowledge and skills. Oxford English Dictionary (2018)
- 17. Artificial Intelligence The theory and development of computer systems able to perform tasks normally requiring human intelligence acquire and apply knowledge and skills. NMPi Definition (2018)
- 18. Machine Learning Machine learning is an application of artificial intelligence (AI) that provides systems the ability to automatically learn and improve from experience without being explicitly programmed. Dictionary.com
- 19. Deep Learning Deep learning is a subset of machine learning in AI that has networks which are capable of learning unsupervised from data that is unstructured or unlabelled. Dictionary.com
- 21. Communication Management Targeting Content generation Content curation Voice Search Media Buying Propensity modelling Predictive analytics Lead scoring Ad Targeting scoring Dynamic pricingPersonalisation Chatbots Re-targeting Marketing automation Content Organic search
- 22. Communication Management Targeting Content generation Content curation Voice Search Media Buying Propensity modelling Predictive analytics Lead scoring Ad Targeting scoring Dynamic pricingPersonalisation Chatbots Re-targeting Marketing automation Content Organic search
- 23. What can AI do for communication? Communication Chatbots and voice search on site, on Facebook pages or at home Currently could wait days for a reply Or risk calling a call centre? Chatbots can open up communication without wasting resource
- 24. Communication - Chatbots Pros : easy to use, free plan & ad-ons Cons : Lack of coding flexibility, no community & Facebook only
- 25. Communication - Chatbots Pros : customisable, community Cons : No add on, again only in Facebook
- 26. Communication - Chatbots Pros : Advance NLP, Free plan, exportable, lots of integration Cons : Few languages available
- 27. Communication Management Targeting Content generation Content curation Voice Search Media Buying Propensity modelling Predictive analytics Lead scoring Ad Targeting scoring Dynamic pricingPersonalisation Chatbots Re-targeting Marketing automation Content Organic search
- 28. Curation • It involves crawling the internet and hunting down great content. • It can Waste hours! Content Creation • Getting content out fast & lots of it. • Can also take huge amounts of time and resource. Content
- 29. Content So, what tools are out there? Curation
- 30. Content So, what AI tools are out there? Curation • AI calculates each users score • f(userScore, item) • Click, stay, like, dislike, comment, repost, follow. • Works real time
- 31. • Lots of articles about news content being produced by AI • Implement now is Cortex – Social AI • Produce Photo, video and text content • Control scheduling & optimisation • Track competitors ContentContent - Creation
- 32. Communication Management Targeting Content generation Content curation Voice Search Media Buying Propensity modelling Predictive analytics Lead scoring Ad Targeting scoring Dynamic pricingPersonalisation Chatbots Re-targeting Marketing automation Content Organic search
- 34. Targeting
- 35. Targeting
- 36. Targeting
- 37. Old hat New Shoes Ralph Loren T Levi's Jeans In a rush Has money Top Hats Premier Store Brand New Designer Hats! Only 3 doors down! Get in and out of our store fast Targeting Walking fast Needs a new hat
- 38. Communication Management Targeting Content generation Content curation Voice Search Media Buying Propensity modelling Predictive analytics Lead scoring Ad Targeting scoring Dynamic pricingPersonalisation Chatbots Re-targeting Marketing automation Content Organic search
- 39. Not How Much You Have but… What You do with It!Data Analytics Take off Management
- 40. Management o Real Time decision management o Cross selling and upselling o Understanding the voice of the customer o Transform web analytics to digital intelligence o Marketing optimisations
- 41. Action
- 42. As a Business Leader X4 As an Individual X2
- 43. As a business leader you should … 1 consider, how potentially valuable or viable the technology you are considering could be.
- 44. 2 consider, the stage of maturity of the product in consideration. As a Business leader you should …
- 45. As a business leader you should …3 consider, the ability of all stakeholders to tolerate and manage the risk.
- 46. As a business leader you should … 4 consider how the people in your business are going to work with AI, instead of being replaced by it.
- 47. As an Individual you should be … 1 Reading what the big AI players are doing, understanding and adapting accordingly
- 48. As an Individual you should be …2 Get AI ready, there are some great courses to get you started: https://ai.google/education https://aischool.microsoft.com
- 49. AI is going through a hype phase, so you need to evaluate the: • Viability • Maturity • Risk • Integration process of any technologies. This is going to require you to educate yourself so you can implement, outsource and adapt where appropriate for each case of AI technology dependent on the benefits. The Takeaway
- 50. Any Questions Contact Us Tel : +44 (0)20 7186 2100 Fax : 020 7186 2101 3 Suncourt House, 18-26 Essex Rd London N1 8LN info@nmpidigital.com @nmpi_digital