A.I. for marketing & growth No code required. David Arnoux Co-founder / Head of Growth PS: Add me on Linkedin!!

Transcription

1 A.I. for marketing & growth No code required David Arnoux Co-founder / Head of Growth PS: Add me on Linkedin!!

2 Growing Digital Skills Gap NLP Machine Learning Deep Learning Possible skills POSSIBLE SKILLS CRO HTML, CSS, JS Analytics Back-end Dev A/B Testing UX Prototyping Funnel Marketing SEO SEM Social Media AVERAGE SKILLS Time

3 How we fix this Young Professionals 3-month full-time growth hacking academy 3-month full-time growth hacking academy Startups Adult Education 2-Day Crash Course & 6 Week Evening Course 12-Week Coaching & Training Partner Corporates AI & Machine Learning 2-Day Artificial Intelligence & Growth Marketing Course

4 80% of execs think A.I. is a competitive advantage 30% only have thought of a strategy

5 How much do you know about A.I.? 70.3% Clueless 17% Meh 12.7% Bit Advanced Growth Tribe Study: Based on 676 respondents from the Growth community (CMOs, Marketers, Product owners, data analysts, executives)

6 Implemented A.I. for marketing inside your company? 78% None 18% Sorta 4% Yeah, we could teach you a thing or two.. Growth Tribe Study: Based on 676 respondents from the Growth community (CMOs, Marketers, Product owners, data analysts, executives)

7 Top 1% of tomorrow s Business Leaders will know how to leverage Machine Learning

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9 Developing an intuitive understanding of A.I. 9

10 So where do we start? 1 0

11 Science fiction

12 Chief Justice John G. Roberts Can you foresee a day, asked Shirley Ann Jackson, president of the college in upstate New York, when smart machines, driven with artificial intelligences, will assist with courtroomfact-finding or, more controversially even, judicial decision-making? The Compas report, a prosecutor told the trial judge, showed a high risk of violence, high risk of recidivism, high pretrial risk. The judge agreed, telling Mr. Loomis that you re identified, through the Compas assessment, as an individual who is a high risk to the community.

13 What the data set looks like Socio-demographic Data Behavioural data Outcome PersonID Name Gender Age Type of crime Substance abuse Psychological illness Will commit again? Montvilla M Y?? Dooley M N?? McGowan F N?? Graham F N??

14 Promotional tab

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16 grow.ac/ai-nav Binomial classification = Yes / No

17 What are the growth + marketing applications of this? 1 7

18 Binomial classification = Predicting churn Yes / No

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20 Retention is king

21 Least likely to stay Medium likely to stay Most likely to stay Find out why? Run experiments to nudge them into staying What did they see that the others didn t see? Lack of motivation Can be lack of motivation or lack of usability Cherish these customers, they re likely to stick around Are they even potential customers? Make sure they reach the WOW moment Make sure they re being well taken care of What traffic source? How can I HOOK them? Can we already think of future upsells? Might be a lost cause More marketing? More push notifications? More marketing? More push notifications?

22 Binomial classification = Predicting conversions Yes / No

23 Visit website Y N Engaged with website Dropped off Y N Added to cart Dropped off Y N Purchased Dropped off

24 Can you only predict conversions? 2 4

25 grow.ac/ai-nav Value regressions = $$$$?

26 3 ways to look at profitability

27 Personal shopper subscription box 2 7

28 What is the Customer Lifetime Value of our customers? Can we predict it for each customer? 2 8

29 CLTV prediction model Features influencing CLTV CLTV proxy (how much will they spend) T- 2 years T - 1 year Today

30 Ok but you need to be a data scientist to do this right? 3 0

31 Before 1. Data setup: cleaning/inputting missing values, declare variables as categorical/numerical. 2. Produce initial descriptive statistics 3. Split the data randomly into Train and Test datasets.

32 Before 3. Write the estimating equations functional forms, e.g. random forest and logit regression 4. Apply the estimated model to the Test data 5. Manually build a confusion matrix, accuracy and precision calculation etc. 6. Produce other visualizations in table and chart format.

33 CRM Boxes Online Questionnaire 8 hours of training

34 Interesting biproducts

35 Predict an outcome Increase the quality of ideas/assumptions Feed our rapid experimentation

36 We are igniting new conversations within the organisation. 3 6

37 ASSUMPTIONS Is our WOW-moment after the first box? How can we increase the quality of the first box? Should we only put our best advisors on first timers? Should I focus more on that one first box? Should we send 2 sets of clothes on the first order? Which types of users ordered 2 boxes? Should we put a price to test the first order? growthtribe.io

38 80% of execs think A.I. is a competitive advantage 30% only have thought of a strategy

39 Can you only make conversion predictions? 3 9

40 Clustering = Clustering / Segmentation K-means

41 grow.ac/ai-nav Clustering = Looking for patterns

42 Personal shopping in a subscription box 4 2

43 Gut-driven personas Gender Age Group Country Occupation Education Website usage Purchasing history

44 Data-driven personas Gender Age Group Country Occupation Education Website usage Purchasing history

45 Visit website Y N Do the questionnaire Dropped off Y N Dropped off

46 Before

47 After

48 Democratization of A.I. 4 8

49 Coding without front end skills

50 Data preparation and modeling without Python or R

51 What about the more exciting stuff like Image Recognition? 5 1

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53 You ve been given lots of catwalk pics

54 Images Tensors

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56 Assembly Marras Valentino Kim Hugo

57 Hidden similarities Charlier Valentino Charlier Valentino

58 Wang Valentino Valentino Wang

59 What about Natural Language Processing? 5 9

60 NATURAL LANGUAGE PROCESSING = the ability of a computer to understand human speech as it is spoken or written

61 grow.ac/ai-nav Natural Language Processing

62 Understand our customers Predict an outcome Increase the quality of ideas/assumptions Feed our rapid experimentation

63 Mass automation?

64 The future in now. It s just not evenly distributed Machine Learning Skills adoption curve - William Gibson This is you

65 Thanks :) Questions? 6 5

66 A.I. for Marketing & Growth Course Questions? 16 / 17 Nov 07 / 08 Dec 14 / 15 Dec growthtribe.io