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AI Marketing: What Instructors Need to Know for the Classroom in 2019

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Check out Jerry Rackley's presentation on AI Marketing

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AI Marketing: What Instructors Need to Know for the Classroom in 2019

  1. 1. AI Marketing: What Instructors Need To Know for the Classroom in 2019 #StukentDS19 JERRY RACKLEY MARKETING EXECUTIVE-IN-RESIDENCE - OKLAHOMA STATE UNIVERSITY @jrackman @Jerry Rackley (LinkedIn)
  2. 2. AI in Marketing: the Hype #StukentDS19
  3. 3. The Future: the new CMO? #StukentDS19 JERRY RACKLEY @Jerry Rackley (LinkedIn)
  4. 4. A Lot of Content & Dialogue #StukentDS19 JERRY RACKLEY @Jerry Rackley (LinkedIn)
  5. 5. What the Analysts Say “Innovation Insight: Artificial Intelligence Will Transform Marketing.” Bryan Yeager, November 2017. “Artificial Intelligence Will Spark A Real Marketing Renaissance.” Thomas Husson, August 2018. “AI Will Enable B2B Marketers To Deliver Customer-Driven Engagement At Scale.” Steven Casey, October 2018. JERRY RACKLEY @Jerry Rackley (LinkedIn) #StukentDS19
  6. 6. What About Adoption? A Demand Metric study to be released in April 2019 will show: ● B2B Marketers rate their understanding of AI just slightly above average. ● Current Adoption of AI is slightly less than 1 in 5 B2B marketing organizations JERRY RACKLEY @Jerry Rackley (LinkedIn) #StukentDS19
  7. 7. What About Adoption? JERRY RACKLEY @Jerry Rackley (LinkedIn) #StukentDS19 AI in Marketing
  8. 8. #StukentDS19 JERRY RACKLEY @Jerry Rackley (LinkedIn) In 2017 predicted it will take 10 years for AI in marketing to reach mainstream.
  9. 9. AI in Marketing Today #StukentDS19
  10. 10. 3 Kinds of AI for Most Use Cases Scott Brinker, Chiefmartec.com ● Machine learning ● Propensity modeling ● Natural-language processing (NLP) JERRY RACKLEY @Jerry Rackley (LinkedIn) #StukentDS19
  11. 11. 15 Applications of AI in Marketing Dr. Dave Chaffey’s Model: ● Reach ● Act ● Convert ● Engage https://www.smartinsights.com/managing-digital-marketing/marketing-innovation/15-applications-artificial-intelligence-marketing/JERRY RACKLEY @Jerry Rackley (LinkedIn) #StukentDS19
  12. 12. Where AI is Contributing Today AI is already making a difference for early adopters throughout the funnel, particularly in these areas: ● Targeting ● Engagement JERRY RACKLEY @Jerry Rackley (LinkedIn) #StukentDS19
  13. 13. AI Audience/Customer Targeting ● Using “best” customer data to identify look-alike audiences ● Resolving customer/prospect identity across touchpoints ● Selecting/prioritizing accounts with predictive analytics JERRY RACKLEY @Jerry Rackley (LinkedIn) #StukentDS19
  14. 14. Targeting Example Lead generation through “look alike” modeling ● AI modeling blends ”touchpoint” data with best customer characteristics. ● A ”smart persona” model is built that finds similar prospects ● The model self-tunes JERRY RACKLEY @Jerry Rackley (LinkedIn) #StukentDS19
  15. 15. AI Lead/Prospect Engagement ● Personalization ● Conversational experiences ● Content generation ● Orchestration JERRY RACKLEY @Jerry Rackley (LinkedIn) #StukentDS19
  16. 16. Engagement Example AI automated sales assistant ● Manages early email dialogue with leads ● Hands leads off when engagement begins JERRY RACKLEY @Jerry Rackley (LinkedIn) #StukentDS19
  17. 17. #StukentDS19 JERRY RACKLEY @Jerry Rackley (LinkedIn) Marketers are not building AI capabilities from scratch. They are embedded in existing martech.
  18. 18. AI in the Classroom #StukentDS19
  19. 19. What Should We Teach? ● Types of AI ● Applications of AI in marketing ● Limitations of AI ● Barriers to AI AMA event: A Marketer’s Guide to Artificial Intelligence August 6-7, 2019 ChicagoJERRY RACKLEY @Jerry Rackley (LinkedIn) #StukentDS19
  20. 20. AI Class Project Idea Build and deploy a chatbot ● E.g. “Rose” ● Free chatbot platforms are available: https://rundexter.com/ ● The test: users can’t tell it’s a chatbot JERRY RACKLEY @Jerry Rackley (LinkedIn) #StukentDS19
  21. 21. AI, over-hyped? It’s already at work. Adoption quickening. Technology is advancing. #StukentDS19 JERRY RACKLEY @Jerry Rackley (LinkedIn)
  22. 22. Questions? THANK YOU! #StukentDS19 JERRY RACKLEY @Jerry Rackley (LinkedIn)
  • ClaudiaIPerez

    May. 13, 2019

Check out Jerry Rackley's presentation on AI Marketing

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