O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.

Artificial Intelligence in Marketing with Jim Sterne

There's no escaping Artificial Intelligence. It's in the news, in the movies, and in the boardroom. It's time to learn how Artificial Intelligence can be put to use in the marketing department. As this new technology becomes more prevalent, you'll need to understand it, embrace it and make the most of it.

  • Seja o primeiro a comentar

Artificial Intelligence in Marketing with Jim Sterne

  1. 1. Intro to Artificial Intelligence for Marketing jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Jim Sterne
  2. 2. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Jim Sterne Intro to Artificial Intelligence for Marketing
  3. 3. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne NOT for data scientists How to be a data scientist Cool algorithms Statistical tips and tricks How to build a bot Latest start-ups Quantum computing Intro to AI & Machine Learning How some methods differ How to talk to data scientists Where AI/ML is used in marketing How to bring AI/ML into your org How to keep your job IS for marketers
  4. 4. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne What is it? How does it work? What is it good at? How is it useful? Intro to Artificial Intelligence for Marketing
  5. 5. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne What it is NOT Intro to Artificial Intelligence for Marketing
  6. 6. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne As Seen on TV AI: Anything computers can’t SciFi: Anything AI can’t “General AI” – thinks and acts human Sentience “Narrow AI” – task specific Functional
  7. 7. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Artificial Intelligence Natural Language Processing Conversation Bots Computer Vision Robots & Self-Driving Cars Machine Learning
  8. 8. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Why Machine Learning Now? 50 years of study Cheap storage of Big Data Massively parallel processing (GPUs) Open Source
  9. 9. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Software Grows Up Specific Logic Mathematical Model Do this, then this, then this If this happens, do that If confused, report error Statistical Model Machine Learning
  10. 10. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Software Grows Up Specific Logic Mathematical Model Do this, then this, then this Describe numerical relationships If this happens, do that Calculate alternatives If confused, report error Human compares results & iterates Statistical Model Machine Learning
  11. 11. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Software Grows Up Specific Logic Mathematical Model Do this, then this, then this Describe numerical relationships If this happens, do that Calculate alternatives If confused, report error Human compares results & iterates Statistical Model Machine Learning Calculate probabilities Project likelihoods Human compares & iterates
  12. 12. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Software Grows Up Specific Logic Mathematical Model Do this, then this, then this Describe numerical relationships If this happens, do that Calculate alternatives If confused, report error Human compares results & iterates Statistical Model Machine Learning Calculate probabilities Uses examples to figure it out Project likelihoods and changes it's mind Human compares & iterates
  13. 13. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised Unsupervised Reinforcement
  14. 14. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised You know the right answer needs many examples of labeled data Dog: Yes Cat: No Tag a friend?
  15. 15. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised cat cat cat cat You know the right answer needs many examples of labeled data
  16. 16. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised cat cat cat cat You know the right answer needs many examples of labeled data
  17. 17. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised cat cat cat cat You know the right answer needs many examples of labeled data
  18. 18. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised cat cat cat cat You know the right answer needs many examples of labeled data
  19. 19. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised cat cat cat cat You know the right answer needs many examples of labeled data
  20. 20. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised You know the right answer needs many examples of labeled data
  21. 21. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised You know the right answer needs many examples of labeled data
  22. 22. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised You know the right answer needs many examples of labeled data
  23. 23. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised You know the right answer needs many examples of labeled data
  24. 24. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised You know the right answer needs many examples of labeled data
  25. 25. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised You know the right answer needs many examples of labeled data
  26. 26. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised You know the right answer needs many examples of labeled data
  27. 27. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Segment my customers Find look-alike prospects Create customer personas Good for unlabeled data You don't know the right answer Machine finds patterns in unlabeled data Machine Learning Unsupervised
  28. 28. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Reinforcement There is no absolute right answer some answers are better "rewards" based on results optimizes over time Photo by Marek Szturc on Unsplash
  29. 29. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne What is it? How does it work? What is it good at? How is it useful? Intro to Artificial Intelligence for Marketing
  30. 30. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne More data than a human can wrangle More attributes than a human can manage More permutations than a human can comprehend
  31. 31. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne More data than a human can wrangle More attributes than a human can manage More permutations than a human can comprehend
  32. 32. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Learning Machine Learning Decision Trees / Random Forest Support Vector Machines Neural Nets / Deep Learning Ensemble How does it work?
  33. 33. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Neural Network  Deep Learning Go to the movies?
  34. 34. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Neural Network  Deep Learning Go to the movies?
  35. 35. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Neural Network  Deep Learning Go to the movies?
  36. 36. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Neural Network  Deep Learning Go to the movies?
  37. 37. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Learning Machine Learning Decision Trees / Random Forest Support Vector Machines Neural Nets / Deep Learning Ensemble How does it work?
  38. 38. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Learning Machine Learning Decision Trees / Random Forest Support Vector Machines Neural Nets / Deep Learning Ensemble How does it work?
  39. 39. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Learning Machine Learning Decision Trees / Random Forest Support Vector Machines Neural Nets / Deep Learning How does it work? Genetic Algorithm Covariance Kernels Gaussian Processes Hyperparameter Tuning Particle Swarm Intelligence Heterogeneous Configuration Models Etc. Etc.
  40. 40. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne What is it? How does it work? What's it good at? How is it useful? Intro to Artificial Intelligence for Marketing
  41. 41. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Learning Machine Learning High Dimensionality High Cardinality What's it good at?
  42. 42. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Dimensionality = Attributes per Object Cardinality = Options per Attribute
  43. 43. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Dimensionality = Attributes per Object Cardinality = Options per Attribute People Objects Attributes billions of permutations
  44. 44. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Learning Machine Learning High Dimensionality High Cardinality What's it good at?
  45. 45. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Learning Machine Learning Supervised / Unsupervised Examples vs. Exploration Reinforcement Learning Rewards for good behavior Decision Trees / Random Forest Random data & variables Support Vector Machines Looking from many different angles Neural Nets / Deep Learning Sort of how we think the mind works Ensemble Collaboration and diversity rule Dimensionality Attributes per object Cardinality Options per attribute
  46. 46. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne What is it? How does it work? What's it good at? How is it useful? Intro to Artificial Intelligence for Marketing
  47. 47. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Robots!
  48. 48. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne In-Store Robots
  49. 49. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
  50. 50. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
  51. 51. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Augmented Reality
  52. 52. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Augmented Reality
  53. 53. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Facial Recognition
  54. 54. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Artificial Intelligence Natural Language Speech to text Conversation Bots Text to meaning
  55. 55. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
  56. 56. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Automating Response
  57. 57. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Artificial Intelligence Natural Language Speech to text This means that Repeated correction Taught over time Conversation Bots Text to meaning Concept & emotion imitation Repeated correction Taught over time
  58. 58. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
  59. 59. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Bringing AI Into Your Organization Look what followed me home! Can we keep him?
  60. 60. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know your data Start with repetitive, taxing tasks Buy vs. build Determine which data sets are useful Become proficient at the Smell Test
  61. 61. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne The Smell Test
  62. 62. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Your Domain Knowledge Marketing Amount of data Speed of correlation Repetition minus ennui Accuracy Cost Zero attitude Machine Advantages Your Advantages Reason Common sense Emotion Empathy Experience Integrated cognition
  63. 63. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Harness the Power for Yourself Learn the tools Train your bots Grow your skills
  64. 64. jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Jim Sterne eMetrics Summit Digital Analytics Association Artificial Intelligence for Marketing Getting Started

×