Summit: AI, Machine Learning and Automation For Marketers Joe Stanhope

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1 Consumer Marketing 2018 Summit: AI, Machine Learning and Automation For Marketers Joe Stanhope

2 Consumers expect that they can get what they want in their immediate context and moments of need.

3 Brands must win in customers moments.

4 Modern customer engagement Discover Use Explore Ask Buy Engage 1 : Moment 2017 Forrester Research, Inc. Reproduction Prohibited

5 Marketing technology is more critical than ever before Frictionless Anticipatory Immersive 2017 Forrester Research, Inc. Reproduction Prohibited

6 2017 Forrester Research, Inc. Reproduction Prohibited 6

7 Complex. Data rich. Iterative.

8 Managing the sophistication of today s cross-channel, personalized customer engagement exceeds human cognitive capacity.

9 Marketers lead the enterprise in AI interest

10 AI-powered marketing technology promises to complement marketers and close the opportunity gap Efficiency Speed Smarter decisions Continuous performance improvement Customer journey optimization

11 Defining AI for marketing: 1. Turnkey self-learning 2. Fully productized Source: AI Must Learn The Basics Before It Can Transform Marketing Forrester report

12 AI-Powered Marketing Apps Source: The Next Generation Of Enterprise Marketing Technology Forrester report

13 Just what do you think you re doing, Dave? Source: Wikipedia 2017 Forrester Research, Inc. Reproduction Prohibited 13

14 AI competency develops over time: Culture, credibility, and processes drive success

15 Practical applications in 2018: Focused on bite-sized use cases

16 Separate myth from reality to adopt AI-powered marketing technology.

17 Myth versus reality AI is new to martech. Marketers have been laying the groundwork to adopt AI for years. Build on existing AI-powered applications: If you buy digital media through a DSP, chances are you re already using an AIpowered solution for programmatic real-time bidding.

18 Myth versus reality AI is all about fancy math and algorithms. AI is about the data. AI excels at locating relationships and patterns in data: AI-powered systems rely on a steady supply of accurate, updated, and complete data.

19 Myth versus reality AI systems work out of the box. AI systems need training time. Test and learn to optimize: AI systems learn how to optimize outcomes through intensive trial and error based on each firm s specific business data, customer behaviors, and KPIs.

20 Myth versus reality AI autonomy will put marketers out of a job. AI lets marketers do their real jobs. Return to creative and strategic work: Reduce the strain of repetitive and tactical work, and increase time spent on higher order work that a machine cannot do.

21 Be an educated buyer: AI doesn t have to be a black box FORRESTER. REPRODUCTION PROHIBITED. 21

22 Demystify AI-powered marketing technologies Deployment Sense Think Act Learn Controls and monitoring

23 Buy into AI for efficiency, stay for the performance Ask the tough questions to understand how a solution works and what outcomes you can expect. Test with tightly defined and measurable use cases. Prepare for the intense content required for test-and-learn cycles. Trust but verify. AI adoption is a cross-department effort because it involves data, analytics, and marketing.

24 Thank you Joe Stanhope jstanhope@forrester.com