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Robot in a workplace.

AI and the Marketer

Date Posted: July 3, 2019Reading time: 3 minutes

by Leigha Henderson

 

“Alexa, tell me a story about ai”

Once upon a time, there was a world of self-driving cars and voice-controlled personal assistants. And in that world was something new that marketers had to adopt or avoid: artificial intelligence (AI) becoming better data analysts than those who require sleep and coffee.

It’s an amusing and kind of unsettling universe of sci-fi. Robots act like humans and wreak havoc on earth (think Terminator, iRobot, etc.). It seems unlikely… right? Well, not so much. Besides the taking over the world part, there are AI systems today that can interpret emotion and communication like humans They understand social media, natural speech patterns, and email responses.

Not as thrilling as taking over the world, but scary interesting nonetheless.

ai & Big Data

One area that AI is currently very useful is in big data. AI is a saving grace when sifting through hundreds of thousands of data entries accurately. These programs analyze a variety of diverse datasets from different sources in real-time. This supplies valuable insights–especially in the marketing industry–regarding employees, customers or markets. Using these insights, intelligence is also extended to determine future outcomes and minimize uncertainty and risk.

However, with great technology comes the need for greater understanding. The data is almost impossible to sort, scrub, and structure without proper training and controlling. There must be continued education of the AI system for employees and within the program itself.

The use of big data requires the use of customized algorithms for data collection and integration. But no need to fear, the machine learning AI can develop programs that access and analyze the data without help from a human. Back to the taking over the world part…

Analytics & Predictive Analytics

Following big data comes the analytics that measure metrics and KPIs. Such KPIs are page views, time spent on a page, bounce rate, click-through rate and more. These metrics track using AI so that: 1) marketers don’t have to manually track them, and 2) marketers can analyze them faster and in real-time. Using these datasets, marketers can analyze why something happened in the past and figure out whether it’s likely to reoccur.

Audience Targeting

Through the use of customer data, AI can effectively target and segment groups of people who fit into specific categories. Machine learning algorithms are trainable to identify patterns. Marketers then use patterns to make statements such as “65-year-olds like articles about golf resorts”.

AI programs are very nit-picky in the data collection, too. These programs track page views down to the date and time. This can result in better knowledge of when to post on social media or add content to a website.

AI in the Future… as in Right Now

Adoption isn’t scary when it’s a puppy, but adoption is scary when it’s a new technology (I’m looking at you, Grandma. Smartphones are your friend). AI continues to invade workspaces and marketers’ day-to-day tasks, but in a good way.

AI is here for the sole reason of improving life at work and at home. And eventually, turn us into the characters in the movie Wall-E. You know, where everyone is overweight and floating around on chairs that do everything for them.

Just kidding. AI is actually improving the way data is analyzed for the benefit of marketers. AI can predict future trends and help create accurate targets for marketing purposes. If it can be automated, automate it. Beep boop beep.


Leigha Henderson is an Agency Coordinator at Trampoline. Want to get her help on an upcoming project? Get in touch at [email protected].