AI Articles and Reports about Marketing and advertising
Explore AI vendor companies offering marketing and advertising solutions, including lead scoring, conversion optimization, customer analytics, and more.
Episode Summary: A medium-size business with a $20m marketing budget can run into issues when aiming to track an attribute, what marketing dollars brought in customers, etc. But when you're managing $90B for customers all over the world and working in every conceivable channel, things get all the more complicated. Josh Sutton, global head of Data and AI at Publicis.Sapient, speaks in this episode about the future of advertising attribution with machine learning. Specifically, Sutton discusses how his team of publicists is working on managing, tracking, and determining cohorts and attribution across more channels and numerous clients, and touches on ways that the company is applying ML to make sense of marketing data and spend marketing dollars more effectively.
Busy and multitasking are understatements for today's executives and entrepreneurs. Machine learning has the potential to help make businesses more efficient, competitive, and profitable, but learning how it works and finding the resources to implement this technology takes time. Where to apply machine learning when first getting started is dependent on a number of factors - industry, structure, current problems - but having an idea of which solutions have proved most efficient for others and derived maximum return on investment is a helpful jumping off point.
Episode Summary: We've interviewed a number of guests on Emerj, but very few who have had a serious part of their career in selling automobiles. But Michael Perry did just that for 5 years before founding Kit, his third startup - an AI-powered Virtual Employee that works in marketing for small businesses and was acquired by Shopify in April 2016. In this episode, Perry speaks about how Kit and Shopify leverage AI on a daily basis, and how a “non-tech” person with no formal background in AI or data science can build a team for an AI project.
Predictive analytics for marketing would have been adopted years ago - if only the compute power were more ubiquitous, the data were more accessible, and the software were easier to use. Now "predictive analytics" itself is almost a buzzword, after nearly 30 years of backward-looking marketing tracking.
Today, well over 30 years after the founding of Lotus Software, even medium-sized businesses are often still operating their marketing "scoreboards" in Google Sheets or One Drive... "throw it in a spreadsheet" still works.
But businesses with an eye on the future want to know more than just what happened in the past. "Scoreboards" (most analytics tools and tracking) don't tell you what the score will be. Some of our recent "AI for marketing" articles have gained readership because more and more executives are searching for ways to look forward with their numbers, not just back. SAS defines the term well:
Episode Summary: For some companies, big data remains an abstraction; for others, it's an integral part of the lifeblood of a business. Mat Harris is vice president at Sojern, a travel marketing platform that has leveraged big data to grow $3 billion in bookings and 1/3 of a billion traveler profiles across its platform. In this episode, Harris speaks about how Sojern and other businesses are using a combination of their data and other sources of data (what he calls third and "second" data sources) in order to make informed marketing decisions and better market their services to buyers. Harris sheds light on the direct ROI for big data in different businesses, and it's an interesting episode from the perspective of an executive who is using big data to make decisions on business directions.
In the hundreds of researcher and executive interviews we've been fortunate enough to conduct in the last three years, few artificial intelligence applications are brought up more than marketing and advertising. During talks with execs and researchers from companies ranging from Facebook to Baidu, and IBM to AT&T, marketing has been a perennial theme in conversations of AI's hottest applications.