AI is impacting almost every industry and company. The hype is promising but does will it really stand the test? What about the marketing and analytics jobs? How will AI impact your life in marketing or analytics? What about Data? I know you have all these questions so we (Sameer and Jeremy) will discuss these and similar topic in today’s show. We will address:
- Impact of AI on customer data unification
- How AI will replace a regular analyst job
- Producing content at the speed of light
- No more waiting for a customer support agent. AI’s got your back
- Make your website look like the customers preference on the fly
7 Ways AI is Transforming Marketing and Analytics
Thank you for joining us today, a podcast series that focuses on big data and analytics and the latest trends in digital world. I am your cohost, Jeremy Roberts and with me always is my cohosts Sameer Khan. Hey, sir. Hey Jeremy. How's it going? Yeah, Happy Valentine's Day. I know Happy Valentines Here we are.
I forgot this. I was reading Valentine's on podcast. Yeah, right. I've worked pink for the occasion just for you. So
light pink here with some blue. Very good. I think what I'm really excited about with this topic is today's topic. It's really going to be probably prevalent with the new
I guess, conference series of you know, this is conference season, right?
The big conferences are starting to ramp up, you know, March, April, May, we're talking. All the big players are going to have their conferences in the next few months, if not in the fall. And the big topic is what AI and I think, I think there's people that I think there's people that get it and the people that don't get it people like, Yeah, man, we use AI, like really use, you really do use AI? Or no, my tool has AI in it. We don't use the AI. We just use this in the tool. So today's topic is seven ways AI is transforming marketing and analytics and how to benefit from it. Great topic, ma'am. That's exciting. Yeah, that's exciting topic. Exactly. So okay, so let's just get into it. So
to recap seven ways as transforming marketing analytics and how to benefit from and we're talking about you, number one, customer data unification. So, in my eyes, unification is all about
breaking down the silos of data. Right? We make that joke of saying, you can tell a digital marketers office because they have multiple screens, right? They have the two or three screens at their desk. And what was the old school methodology? You bring up one tool in this screen, one tool in this screen, and another tool in this screen. And then you look at the data to see where it correlates are trends. And if you can't figure that out, you push download raw, and you put all that into one Excel spreadsheet, and then you try to run a trend analysis to see for me that was like what you will be look up or you know, try to connect the dots between or try to fix everything your mind. You and I were doing that eight to 10 years ago, you know, back in the day before this was and I hate to say there's people that are doing that today. So yeah, that's that. So how do we so with this whole idea around customer data unification? Is it about breaking down silos? Is it around connecting data points is it like because some people say well, you
Maybe the answer to data unification is a data lake. Just dump it all into a data lake and Wolf, what are your thoughts on that? Yeah, that's so those are all valid points. And my thoughts on that is, I think, you know, let's, let's see how big the problem is. We all know that the data is being produced every second every nanosecond, and it's, you know, using gigabytes and terabytes and
exabytes or whatever that next vices, we're losing counterfeit. And the organizations today are suffering the same pain point where they're producing so much data, that they're not able to encapsulate everything and try to make sense of it. Yeah. So the idea of transformation like truly transforming your business using data cannot be done, unless you do that initial layer, which is the foundational layer of data unification. Okay. And in one of the podcasts, we talked about how data scientists job used to be sexiest job in the whole world, but now it's the data engineer.
Like the person who can actually put the data together, so the data scientists can start making sense of the data in their job and not to do the dirty work. Okay, so let me ask you this. Most companies wish that they had a single platform of all the same family of products, right. So for our experience and our corporate world experience, the IBM family of products, the Adobe family of products, the Microsoft, the Salesforce family of products, right? If you keep everything within the same family, its unified. I'm using air quotes here for people who don't watch them, you know, video here, it's unified. But most people don't have just the same family. They have legacy tools that they'll never get rid of, because they spent millions of dollars to integrate this into the systems. And they're hoping that your family of products has a magical API that's going to connect with it. So how do you what do you mean by customer data unification? Is it still thrown into a data lake? Absolutely. So a data lake is
Definitely a large, more like an IT solution that most companies are moving towards, that allows them to dump a whole lot of data from multiple sources. But I don't think it's a solution for everything, right, you still need more powerful technology. The data lake technology is more like, you know, you imagine like a cloud-based container, where you store all the data in you, you're going to build the cube, you're going to build a data framework on top of it, so everyone can access the data. But what most organizations don't pay attention to is even now the data is being produced, it's been producing someone's computer is still being produced in some type of Excel spreadsheet. If you're working with a third-party vendor, you're still going to get that data in some type of FTP format. And you can just take the data from the vendor and dumped into the data lake because then again, you're taking bad data and you're putting in the systems it will make it about so this is where I feel like our if
Intelligence technology, yes, and come into place, or before the data gets to your data lake or whatever you want to call that a large data repository.
These technologies will integrate, and they're going to do the data standardization, data cleanup, they're going to do the data duplication, they're going to look at NASA have millions and gazillions of rows of data. And they're going to run this process is very, very quickly in the back into machine learning algorithms, clean it up, standardize it, then you ingest that into your data lake. That part will improve or all data consumption and will make data readily available for digital transformation or organizational transformation. So let's break this down quickly. And we'll move on to the next one. break this down quickly for the common marketer who says, I'm not an AI genius. I understand what AI does. I have tools that say they have AI built into it. I mean the one of the
big ones right Watson sensei Einstein right and we'll go into that later but a lot of these tools have ai built into it like when you go to the MarTech conference you'll see there's going to be a half a dozen companies out there that have ai built into its doing this for you automatically with sales and marketing
look at my look at my list you know it says yeah i just stopped the word in there and it will make a cool number used to be what 360 yeah on channel omni channel that was the big one on the charts yeah
the i word has been abused quite a bit if you start to ask that's a whole another podcast but if you start to look at how people are using ai for everything yes in my view ai is something that can tell you what is about to happen leveraging you know machine learning algorithm on ton of data set but if you're just doing machine learning algorithm
them to tell you the historical stuff without any intelligence. It's not a I mean it's automation so like you know AI is like artificial intelligence or automated intelligence, right? It's two different words you can just do one thing a sale I'm going to be AI but again how different consultants so yeah, so market are going back to your original point. from a marketing standpoint, what you need to understand like there are companies like you know, there's a company called unification that does exactly what I was saying earlier they have a machine learning solution that standardized and your day before we get adjusted insurance technologies then that prompts your data makes it available good you said so you can ingest into whatever systems that you want. So from a marketing standpoint of you know, this is something that at least the customer data unification you have to work with your IT teams, depending on how big or small your organization especially if you're big, you know, we normally talk about need into bigger organization, when you're
facing these types of challenges, work with your IT team identify what your core data needs are the sources where you're getting the data from, where the disease data currently resides. If you have road databases, all that needs to be taken to consideration and then augment and technologies like unification or similar that can help you make sense of the data for further us. Yeah. And so for the average marketer, if you don't know anything about it, you probably have a tool that has a built into it. It's doing work for you without you knowing. Right? Yeah. Cool. So number two,
one of the second way that it's transforming marketing analytics, how you can benefit of its surfaces, key insights. So when you talking about key insights, are we talking about KPIs? We're talking about anomaly detection? Both right? It's a combination of it's a combination of KPIs. It's a combination of anomaly detection. It's a combination of next Beck's action. That's also another
Neck buzzword does flying around like, hey, how do we target the customer with the next best action in the only way to do that if you're going to be able to surface very quickly through mountains of data, you know, siphon through the data and identify like, Okay, this is what you should provide your customer. So I would say most people, what they do is they look at their primary key KPIs. They'll go through and they one when I used to run weekly reports, my management could care less about anything else. They wanted to measure my last week success by the primary KPIs. They look at those five KPIs and whatever. What I wanted to start doing was looking at my secondary KPIs. Right, exactly, this so secondary KPIs, because you could think man, there was just an increase in newsletter signups and we were trying to do something completely different. We're just trying to get people to buy something. Right. But I think what you're saying here is it's beyond primary KPIs. It's beyond secondary KPIs, but it's really
This idea that it's surfacing something that you have not even thought about. Exactly, yeah. So a great example is let's say if you're looking at your analytics data, a simple example could be a digital analytics data. And there's, you know, millions of records and now you're trying to make sense out of it. What if that's AI technology, like Adobe now has, which is Adobe Sensei, and automatically tell you like, hey, this cohort of visitors are coming back to your website for the fourth time, they have consumed five pieces of your white paper, and now they're watching this video series. That to me is like, okay, these are really engaged and have not converted. So these are really engaged people that you should go target with a specific on site or off site messaging, makes it very powerful. Another example Salesforce in Salesforce, you have Einstein. So before, you know you're trying to figure out like, okay, where's my opportunity is it in the, in the SQL stage or it's moved to the SQL stage what's going on in between
That, what if the Salesforce can tell like this specific group of opportunities is interacting with your sales people a lot in there also having this connection with this another account manager. So you may want to have further conversation from an account based perspective with this company. That's a very powerful insight. So that's where AI comes into your surfacing insights from and here's a here's a watch an example just to give you the trifecta, right. So you have Sensei, Einstein. So here's a wants an example. There are tools that I used to work within Watson that allowed you to go in and say, Look, you need to send this email campaign out, let's say to 1000 people, of those thousand people, we're going to tell you that, let's say 500 of those people, you need to send $1 amount offer promotion, right $1 amount promotion, always send $20 off $10 off whatever. That's only for 500 people, the other, say 350 people use a percentage because
they do not react with dollars they see dollars like hey i want to i want a percentage off then example yeah furthermore what it does it'll say look the hundred and 50 people left don't send them anything if you send them something these people were unsubscribe and they're gone so that means it's being smart and saying yeah we're reducing the size of people that you're sending to so instead of sending to 1000 people you're only sending 250 people but the smarter way yeah exactly more relevant more targeted absolutely exactly this is very cool stuff so i think what this is if you don't have the tools that automatically do this because not every company can afford the price of a Watson a sensei of you know an Einstein or whatever other AI tool and the thing is funny a lot of these ai tool is actually borrow from those three core ones you know and i know this machine
learning right you know machine learning is not new i think that's the part of our people get a little bit confused about this like the whole concept of artificial intelligence is based on machine learning which is not necessarily need now there are new ways and new patterns and new methodology how you process the data and surface insight to become more intelligent but the concept it's been there for quite some time 100% agree cool number three so another way that AI is transforming marketing analytics it it's automates content management and i love this one so when you're talking about content management we're talking about assets right you're talking about when you're saying content management you're looking at something like a sites tool where you're able to build a site and you want to manage all the content that's in that site and that content could be images it could be a text video audio yeah and we talked about automation one of the things that you
What we used to have to do in the past is have the checklist right? In that checklist. If it's an image, put your alt text in, put in all your tags, right? Maybe you might be lazy and say, I'm going to only put three tags, and instead of all 15 tags that it needs, or you know, it,
we have these campaigns, you should only use these lines of content, or verb or words to put in this because if not, you're saying the wrong thing. You know, so is this kind of what we're talking about here? Yeah, you know, the whole idea of like a CMS platform, you know, take a simple CMS platform like WordPress, it is a very powerful platform. But WordPress, you must do a lot of manual stuff, right? So let's say if you have to categorize them, you have to do the taxonomy, you do the tags and all those things. And then you're able to provide at least some level of categorization for content. Now if you flip that to put no pun intended a company called Uber flip, what they do is they take this content from various
idea of different sources on your web properties and digital properties. And they built a content hub is personalized, based on the user experience. So let's say if you are targeting and company, General Electric, and you want the content to talk about specific use case to the needs for General Electric, you can do that in, in a flip of a button. And that's why probably they're called Uber flip is we can now all this artificial intelligence, machine learning is happening in the back end that is collecting all the data, doing the taxonomy, arranging the content, and making it available in the content hub, and very, very quickly. And so when you say a range of experience, and when you say range, but it's also doing is then auto cropping, right, it's auto position in the content the way you wanted to see and it's repositioning that content to be able to say, here's this dimension of the desktop. Here's this dimension of a tablet. Here's this dimension of a phone or of a you know, LG phone, versus the
iPhone, and it really ranges of auto rearrange is all that stuff for Yeah, it does all the responsive stuff in addition to, you know, the schematic and the con. Absolutely. And the other thing,
that the last thing I think would to note, and this is something I've had experience with recently is auto tagging.
That is the biggest one to where once you start to train, the AI in machine within your products are within your said, when it starts to do is auto tag based on the things that it knows that you're looking for. It adds in context. And so,
you know, imagine you have a group of people, let's say, that are not meant to there. They're not SEO experts, right? They're not there to tag stuff. All they are is just to make things look pretty. So they're rearranging and doing all this stuff. Their job is not to auto tag. So these systems will then auto tag for you.
So it just makes life easier. It's often Yeah. Cool. So moving quickly on right number four
The fourth way that AI is going to transform marketing analytics is it will manage customer communication. And this is all about the infamous with chat bots. Yeah. So quickly for our listeners, what is your definition of a chat bot? Because everybody always hears about them. Here's about them. What do you say Shabbat is like chat bot is you know, if you're a very simple example, if you're in Facebook, you notice that some of the pages and Facebook they have a chat bot where you send a message and immediately get a response from a non-human machine like a robot. So it's like a chat robot, right? That's in very simple way. And a lot of companies they use the chat robot and variety of formats some use and text messaging, you may have seen like the chat bots implement and firm your point that kind of thing. Yeah, confirm your appointment and you know, say reply yes or no, that's like a basic chat box. In some companies where you're going to go into their Facebook page, you'll see a more detailed chat box where they're going
ask you a specific question, they're going to set up your appointment and do a lot more a whole lot more than the basic chat box.
So that yeah, I mean, a little formula, you go to a website, and then you have a conversation with someone, you set up a meeting. And you don't even know like I had a very good experience with this other company, the name runs out of my mind. But basically, I went to their website, I wanted to schedule a demo, everything was done through a chatbot in my demo, and wide reach my calendar, and it was already available. So that whole, the whole package
there has been some latest development in natural language processing, which will allow the chat bot to become more and more human like it's no longer like Hey, what is your name? What is your life is no longer like a rudimentary, it's more conversational, it's more natural? That's what's happening in the chat board. And I think the idea of communication with your customers and prospects is changing significantly because of so my warning my personal warning, and so
can feel different about this is use chat bots, only two things that you think will not ruin the level of customer experience you're trying to have or trying to offer to your clients. If you if you take away that intimacy with a customer where you need to talk to a human, don't put a chat bot in its place because all you can do is piss them off.
Good point, it has its use cases. And you know, you cannot use chat bot as a replacement for every single sales person or account management touchpoint. Right, you must have some level of human in there. But simple thing like if you want to if someone is ready to set up a demo, perfect example to do that completely through a chatbot where it says someone wants to get more detail. You know, to kind of the second level of conversations identify more details have a thorough combination of sales rep. I don't think it replaces the sales rep. I agree. Cool. So number five is transforming marketing and analytics through let's see developing new ad platforms. And specifically, when you're talking about with that it's augmented reality, right? Yes, absolutely. That's so another powerful marketing channel or advertising channel that's coming into existence is with augmented reality.
It's already happening a lot of things like you can make up by L'Oreal. There's another company called pipe ninja. They have a way where you can take a static image and hover over your mobile devices using their apps. It will tell you extra information about that thing, like, you bought a cereal box you want it Yeah, you know, it will paint the picture. Apple just recently showed that in the last keynote back in the fall, in the September keynote, where they're talking about the new launch of the new products and they talked about their AI solution. So they use I believe was Adidas is example. And the guy went up and he was sitting there
And he went, and he showed, you know,
shoes like a walking into a store. And he opened the app and suddenly, he was able to explode, do an exploding view of the shoe. And in that shoe, they're able to say it has like this soul, this thing the tongue is made from this. And then he clicked on something, he's able to find out specs about it, you know,
waterproof doesn't mesh top for readability, you know, all these different features. And I was like, that's, yeah, that's powerful. Imagine going to the store, you know, same example that you gave, like, imagine you go to a shoe store, and you place your app without even talking to anyone, you're going to get so much more information about that choose that no one in the store can actually tell you so it makes it very the augmented the whole idea of augmented advertising. And on top of that, if I were to insert a coupon, in that augmented reality, you know, there you go. So that gives me an opportunity to save directly through these augmented reality applications. Agree cool. So number six,
The six way that AI is going to transform marketing analytics is to accelerate content production. That is a big one because what I remember the most memorable Forbes article that that I remember reading was the success of startups. In the successful startups, compared to most others, they had four x the amount of content than the others had, because they made sure that everybody knew who they were. And it's not that it was great content, it was just the amount of content. Yeah, and I think that that's the that's the catch like you know, it must be it has to be quantity as well as the quality. Now from a content production. It's for it's not easy for everyone to do a really good job in production of videos. And that's where of a new form of AI companies have popped up where they allow you to take the text and produce really attractive videos from it. In one such company is like when we example we have is like with it
So whether it's what they do is they you enter a whole bunch of tech, so probably PowerPoint presentations, and it converts that into really thoughtful and memorable videos. So that's another way for you, let's say if you have a whole bunch of tax, you want to go produce videos, or you have a ton of blog posts that you want to convert to a video with, this is a great example. And where you can go in for a very, very cost effectively convert them into powerful videos. So that's where I think, you know, accelerating your content production notion comes in, it's like AI is going to help you facilitate that, which was not possible before. Yeah. Completely agree. Cool. So last one, this is a big one. And we kind of touched on this one before. So the seventh way that as going to transform marketing analytics is it's going to personalize the user experience. And it's kind of like an oxymoron. You're saying AI automation. It's doing it itself based on data, but then you're talking about personalizing user experience. So most people will say, Well, how can you get a machine to help me personalize that
Something that really you know, matters most people which is the user experience and I have a good answer that but I just want to get your thoughts first. Yeah, my thought is absolutely like he said as if the API itself it's a very it's machine driven so it's there is no human component to it. But there have been latest advancements in the human connectivity to I you know, there's some technology calls the motion AI, what it does is it's a cutting edge a application with just facial recognition, and it combines with machine learning. So let's say if you're sending the front of computer your cameras on and what if it will take your facial expression and it will personalize that web page for you the colors that you see the content that you read all of that like the products that you're seeing in the website just based on your facial expression, like feel feeling happy or sad or our that'd be. That's where of the AI technology comes in. Is it takes on hold
experience and just by grasping your facial expression or the color of your eye and things like that from the camera, it will change it for you. And I think what's amazing about that what is it's not doing is don't think of AI in this example, replacing tried and true human, the human customer experience. It's an enhancement. All it is just an enhancement to what you do best. So and that's a great point. Like if you think about it from today, if you're a marketer, like especially the marketers who are doing a more a lot of repeatable stuff, marketing Ops, professional marketing campaigns and analytics and all kinds of marketing professionals, you need to start thinking about how you know you're going to leverage AI and top of it instead of getting replaced by AI. Right, that's sooner or later if the technology advances and it becomes to a way where your job will be probably under the line because now the AI could do 10 times better and 50 times faster than what you're doing. So try and
In, start playing with these technologies understand how they fit into their, your MarTech spectrum and be on top of these technologies. Like, play the grid. Cool. I think that's it. So this is a little bit shorter have an episode for us. But I think it's, it's short and sweet. And it's fantastic. I mean, seven ways AI is transforming market like today. It's straightforward. And this has always been fantastic men. So love it. Great looking forward for your feedback on analytics today, podcast. com. Yes, thank you. And like I said, as always, a smear says, you know, come in, send us an email about topics you want to see people you want us to interview. You know, go ahead and please, please do some reviews. Tell us what you think, and so on. And we love what we do. Great. Thank you. Thanks. We'll see you