How Artificial Intelligence is Impacting Marketing Today and How Smart Marketers can Prepare for Tomorrow

HOW
Artificial Intelligence
IS IMPACTING
Marketing
TODAY
&
How Smart Marketers can Prepare for Tomorrow
©2019 • Mark Osborne • Ten Truths Marketing, Inc.

THE MACHINES ARE HERE!
$82B of Amazon Revenue is Driven by AI
270% Growth in Company Usage Past 4 years
77% of Consumers use AI Daily
Citations:

How AI is Impacting Marketing Today & Tomorrow
•What is Artificial Intelligence / Machine
Learning?
•Why does it matter to Marketers?
•How can you prepare and take advantage
of the opportunity?
© 2019 ● Mark Osborne ● Ten Truths Marketing, Inc. ● Page 5

Your Guide to AI in Marketing
Mark Osborne
• AdAge “Marketing Technology
Trailblazer”
• VP Client Success at Forrester’s
“Breakout Vendor” in Measurement
and Optimization
• Digital Analytics Association
LA Chapter Co-Chair
• iab Certified “Digital Data Solutions”
Page 6© 2019 ● Mark Osborne ● Ten Truths Marketing, Inc. ●

• What is Artificial Intelligence / Machine Learning?
• Why does it Matter to Marketers?
• How can you prepare and take advantage of the
Opportunity?
Page 7© 2019 ● Mark Osborne ● Ten Truths Marketing, Inc. ●Part 1: What is AI?

What is Artificial Intelligence?
• A new capability, to answer more interesting questions, with more
information, FASTER
• A natural evolution of tools
Data
Management
Applying
Rules
Human
Models
Machine
Models
Real Time
Actions
Learning
Models
Part 1: What is AI?

Different Types of Artificial Intelligence
Page 9Part 1: What is AI? © 2019 ● Mark Osborne ● Ten Truths Marketing, Inc. ●
Natural Language Processing
(NLP)
Understand social sentiment
and respond “Chatbots”
Image Processing
Recognize faces, emotions,
products in pictures and video
Machine Learning (ML)
Analyze Big Data to find
patterns humans can’t

Machine Learning in Practice
Page 10Part 1: What is AI? © 2019 ● Mark Osborne ● Ten Truths Marketing, Inc. ●
Supervised
Human provides examples for
machine to match
Unsupervised
Machine finds patterns based
on targets “lookalikes”
Reinforced
Machine learns over time
based on goals and rewards

Part 1: What is AI?
Machine Learning in Practice
Machines can handled lots of Attributes…
Gender, Age, Income, Previous Purchases, Time, Geo, Keyword
…with lots of options…
Male / Female / Unknown, 0-100, $0-$Millions, 0- infinite, etc.
VERY Quickly
With NO ERRORS

Part 1: What is AI?
Human vs Machine Strengths
Humans Machines
Reason Data Size
Empathy Speed
Ideation Repetition

Part 1: What is AI?
AI & Machine Learning Topics to explore
• Decision Trees / Random Forest
• Bootstrap Aggregation “Bagging”
• Follow the Regulated Leader (FTRL)
• Neural Nets
• Deep Learning

Opportunity?
Page 14© 2019 ● Mark Osborne ● Ten Truths Marketing, Inc. ●Part 2: Why does AI matter?

Part 2: Why does AI matter?
Brands need AI to win customers
• Modern Customers expect HYPER-RELEVANCY from brands – the most
Relevant message wins hearts and minds
• Without DATA, marketers cannot be relevant, because they can’t
differentiate individuals, their needs, and their context
• The volume, velocity, and variability of modern customer data demands
TECHNOLOGY to capture, manage, and activate
• Customer journeys have accelerated, marketers need SPEED to adapt to
changing consumer contexts in real time
• Intelligent, timely interactions are impossible without PREDICTIVE
analytics and AUTOMATION technology

Tools Change STRATEGY Does Not
Marketing Strategy = STP
• Segmentation: AI powers new approaches to segmenting customers
finding non-intuitive groupings using more attributes than previously
possible.
• Targeting: AI enables better analytical models for media performance
and optimization to better performing placements faster while
running A/B tests against different segments etc.
• Positioning: AI supports creative insights from a better understanding
of customers and robust testing of creative executions.

Marketer Applications of AI in UK, US, and
Canada
Similar to overall…
• Predictive Analytics
• Advertising
• Personalization
…lead the pack

AI’s impact on Advertising
• Media Buying
• Creative Testing
• Personalization

Common Applications of AI in Marketing
• Analyzing Data
• Email Campiagns
• Creative Work
• Advertising
• Automation
• Personalization

Part 3: How to Prepare?
How do you want to fit in?
Today’s Data Scientist Recipe = Equal parts Programmer and Statistician with
a liberal serving of Business Acumen.
• Future Trend 1: “Rise of the Citizen Coder” drag and drop interfaces will
make it easier for non-programmers to query large data-sets.
• Future Trend 2: “Off the Shelf Analytics” large code libraries in Python, R,
and other statistical packages make it easier for non-statisticians to apply
sophisticated analytics without building them from scratch.
• Future Trend 3: “Smart is the new black” understanding how to structure
data-driven decisions will always be important for interacting with data,
artificial intelligence, and learning machines.

Part 3: How to Prepare?
Learning and Practice Opportunities

Thank You
Mark@TenTruthsMarketing.com
www.linkedin.com/in/remarkablemark/
@re_mark_able
© 2019 ● Mark Osborne ● Ten Truths Marketing, Inc.

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