As the consumer journey becomes increasingly complex, many marketers are turning to artificial intelligence to decipher it. But how does it actually help them be more effective at understanding and reaching consumers at different stages? A trio of academics explained how AI is transforming advertising.
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In marketing, AI is a term that is applied to several very different techniques and functions. However, the bigger questions are: how do you best implement AI, and what are the commercial solutions?
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What constitutes today’s “Mad Men” (or Women)? Clearly, data-driven marketing communications and customer management have changed the ad profession. But in the future who’s going to do the actual work of marketing, and which institutions will dominate? Harvard’s John Deighton dissects a media world dominated by the Internet’s “walled gardens,” IT consultants, and unrecognizable ad firms.
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Some say Artificial Intelligence is a broad field that includes everything from simple if-then rules for playing Checkers to complex ensembles of deep neural networks for piloting autonomous vehicles. In marketing, AI is a term that is applied to several very different techniques and functions. However, the bigger questions are: how do you best implement AI and what are the commercial solutions?
Member Only AccessSome say Artificial Intelligence is a broad field that includes everything from simple if-then rules for playing Checkers to complex ensembles of deep neural networks for piloting autonomous vehicles. In marketing, AI is a term that is applied to several very different techniques and functions. However, the bigger questions are: how do you best implement AI and what are the commercial solutions? Read More.
Excerpts from ARF CEO & President Scott McDonald’s Forbes article on the voice of the customer
Market research used to rely primarily upon asking questions. The tools of the trade were surveys, in-depth interviews, focus groups, and some observational techniques derived from academic ethnographies. The best research practitioners refined their questions through experimentation to improve accuracy and reduce potential biases.
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Hot terms or hotly contested terms? Although “artificial intelligence” and “machine learning” (aka AI and ML) are increasingly part of the marketing conversation, experts debate about how extensively they are being used today. See how leading marketers, agencies and researchers define AI and ML and how they are currently applying these concepts to drive business.
Member Only AccessAbout half of media executives in North America said they believe predictive analytics and modeling to be one of the most helpful technologies for getting more value out of data. Around 40% said that cross-channel measurement and channel attribution is helpful. And more than a third said that campaign measurement, which includes segmentation and audience selection, was another important technology.
Winterberry Group, in partnership with the Direct Marketing Association (DMA) and the IAB, polled 211 media and marketing executives primarily in North America and asked them to choose the top three technologies that they believe will be most important in supporting their efforts to achieve value from data in the future.
Companies are challenged by the need to locate the right social media brand influencers and to craft the content that will turn these influencers into brand advocates.
Jack Loechner, writing for the Research Brief From the Center for Media Research, presents the finding of a report by SoftwareAdvice which shows how predictive analytics software can address these issues.
Key findings of this report include:
46% of marketers surveyed say they struggle to identify and communicate with social media influencers.
46% of marketers say they struggle to predict the preferences and behavior of social media influencers.
68% of marketers aren’t yet taking advantage of predictive analytics software.
Predictive analytics software can improve the brand’s advocacy-based social media marketing by enabling the company to identify key influencers and target audiences, and to generate user-centric content.
Dmitri Williams, founder of social analytics company Ninja Metrics, estimates that 5-10% of social media users are responsible for 60 to 80% of influence. Therefore, it is critical to turn these influencers into brand advocates.
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