digital marketing & artificial intelligence - zenith 2016

Digital Marketing & The Age of Artificial Intelligence, Learning Algorithms & API’s

Cindy Krum, CEO, MobileMoxie

Gordon MooreFounder, Intel Corporation

“The power of computing devices doubles about every 18 months.”

Gordon MooreFounder, Intel Corporation

“Frankly, I didn’t expect to be so precise.”

Exponential growth makes digital marketing unique…

Dynamic Ecosystem

Open Technology

“If GM had kept up with technology like the computer industry has, we would all be driving $25 cars that got 100,000 miles per gallon.”

-Anonymous

The exponential growth in technology is becoming

more and more apparent…

Cross Device – Multi Device – Inter Device

https://maps.google.com/locationhistory/b/0

Internet of Things

Casting

Cindy Krum | MobileMoxie@Suzzicks

New concepts & technologies make the data more

powerful…

Big DataVolume – Velocity - Variety

Machine Learning

Artificial Intelligence (AI)

Supervised Learning AI(Bots Trained By Data & Sometimes Humans)

What do We Mean when we say ‘Bots’?

Invisible Robots…

Digital Marketing Singularity

Time to Get Serious

Time to Get Serious

Smarter Platforms could eliminate the need for digital marketers. Platforms already collect lots of the data

that we want & they already leverage Machine Learning & AI

Machine Learning Platforms

Learning Algorithms & AI are Game Changers

Learning Algorithms & AI are Game Changers

Learning Algorithms & AI are Game Changers

“Lasers”

TacoBell TacoBot

Google RankBrain

Google NOW

To stay relevant, marketers need to integrate with new platforms &

new data sources…

Data Companies You Never Heard of….Acxiom, Experian, Infogroup, RapLeaf, LocalEase, Marketo, CoreLogic…more

• EX: Acxiom – 23,000+ servers in Little Rock collecting, collating & analyzing more than 1,500 data points on the average American including things like:

Right handed or Left Handed What kind of car you drive Your psychological outlook on life Contents of all public records Where your kids go to school What size clothing you wear

Where you live Where you shop What pets you have Social media profiles Where you travel How much you make

API = Application Programming Interface

API’s Plug into Bigger Platforms

• Google Places• Yelp• DocuSign• LinkedIn• Salesforce• Amazon• eBay• Bing/Google Maps• Foursquare/Swarm Insights• Facebook Insights• AdWords • Instagram

• Fitbit• Zillow• BBC• Open Weather• PostCodes• NFL Arrests• US Census Bureau• World Health Org• City-Specific API’s from City Gov’s• ESPN• Reddit• OpenSecrets (Campaign Contributions)x

API’s Plug into Bigger Platforms

APIs Connect DisparateData in the Cloud

AI & Machine Learning for Competitive Research & Strategy

Foursquare API = Passive & Active Check-ins

Automating Lookalike, Cohort & Custom Audiences

Marketing will be more about modeling data from a variety of sources (including but not limited to the platforms) then anticipating & maximizing relationships within the different data sets …

Dashboard Creation & Interpretation

Process Constant Streams of Data

Visualize & Interpret Multi-Dimensional Data

And success will be about using Machine Learning &

AI to write rules to respond to the constant streams of

data…

Base 2 vs. Base 4

And about using the data in an authentic way…

People Already Feel Isolated

Respond Accordingly

“The level of employee required to run Google’s machine is going down. Creative is going to be the driver and difference maker. Your job is about maintaining the machine.”

-Marty Weintraub

Importance of Connection & Humor

Importance of Story

It’s All About Proper Customization, Automation & Timing

Thanks!!!

Thanks!!!

@suzzicks@mobilemoxie

facebook.com/mobilemoxie

www.mobilemoxie.com2 Months Free: ZENITH