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Machine Learning in Marketing - Jim Sterne @ Digital Analytics Forum 2018

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This document provides an introduction and overview of artificial intelligence for marketing. It discusses how machine learning works using supervised, unsupervised, and reinforcement learning methods. It also outlines tips for bringing AI into a marketing organization, including clearly defining goals, having clean and consistent data, and starting with repetitive tasks like ranking, sorting, and anomaly detection. The document emphasizes that business stakeholders should use their industry and market knowledge to set goals, identify problems, and make decisions.

Data & Analytics
Related topics:
Web Analytics Overview • Data Science Insights
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Intro to Artificial Intelligence for Marketing jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Jim Sterne
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Jim Sterne Intro to Artificial Intelligence for Marketing
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne IS NOT for data scientists How to be a data scientist Cool algorithms Statistical tips and tricks How to build a bot Latest start-ups Quantum computing Intro to AI & Machine Learning How some methods differ How to talk to data scientists Where AI/ML is used in marketing How to bring AI/ML into your org How to keep your job IS for marketers
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Why Artificial Intelligence Now? 50 years of study Cheap storage of Big Data Massively parallel processing (GPUs) Open Source
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne What is it? How does it work? What is it good at? How is it useful? Intro to Artificial Intelligence for Marketing
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne As Seen on TV AI: Anything computers can’t SciFi: Anything AI can’t “General AI” – thinks and acts human Sentience “Narrow AI” – task specific Functional
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Artificial Intelligence Natural Language Processing Speech recognition Speech to text Text to meaning Sentiment analysis "Wreck a nice beach"
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Artificial Intelligence Computer Vision
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Facial Recognition
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Self-Driving Cars!
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Artificial Intelligence Robots
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Artificial Intelligence Natural Language Understanding Conversation Bots Computer Vision Self-Driving Cars & Robots Machine Learning
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Software Grows Up Specific Logic Mathematical Model Do this, then this, then this If this happens, do that If confused, report error Statistical Model Machine Learning {A:13,BUTTON:0,CHECKBOX:32,COMBOBOX:13,GRIDCELL:13,LINK:13,LISTBOX:13,MENU:0,MENUBAR:0,MENUITEM:0,MENUITEMCHEC KBOX:0,MENUITEMRADIO:0,OPTION:0,RADIO:32,RADIOGROUP:32,RESET:0,SUBMIT:0,SWITCH:32,TAB:0,TREE:13,TREEITEM:13},G =function(a){return(a.getAttribute("type")||a.tagName).toUpperCase()in ba},H=function(a){return (a.getAttribute("type")||a.tagName).toUpperCase()in ca},ba={CHECKBOX:!0,OPTION:!0,RADIO:!0},ca={COLOR:!0, DATE:!0,DATETIME:!0,"DATETIME-LOCAL":!0,EMAIL:!0,MONTH:!0,NUMBER:!0,PASSWORD:!0,RANGE:!0,SEARCH:!0,TEL:!0, TEXT:!0,TEXTAREA:!0,TIME:!0,URL:!0,WEEK:!0},da={A:!0,AREA:!0,BUTTON:!0,DIALOG:!0,IMG:!0,INPUT:!0,LINK:!0,MENU: !0,OPTGROUP:!0,OPTION:!0,PROGRESS:!0,SELECT:!0,TEXTAREA:!0};var I=function(){this.i=this.g=null}
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Software Grows Up Specific Logic Mathematical Model Do this, then this, then this If this happens, do that If confused, report error Statistical Model Machine Learning
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Software Grows Up Specific Logic Mathematical Model Do this, then this, then this Describe numerical relationships If this happens, do that Calculate alternatives If confused, report error Human compares results & iterates Statistical Model Machine Learning
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Software Grows Up Specific Logic Mathematical Model Do this, then this, then this Describe numerical relationships If this happens, do that Calculate alternatives If confused, report error Human compares results & iterates Statistical Model Machine Learning Calculate probabilities Project likelihoods Human compares & iterates
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Software Grows Up Specific Logic Mathematical Model Do this, then this, then this Describe numerical relationships If this happens, do that Calculate alternatives If confused, report error Human compares results & iterates Statistical Model Machine Learning Calculate probabilities Uses examples to figure it out Project likelihoods and changes it's mind Human compares & iterates
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne What is it? How does it work? What is it good at? How is it useful? Intro to Artificial Intelligence for Marketing
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised Unsupervised Reinforcement
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised You know the right answer needs many examples of labeled data Dog: Yes Cat: No Tag a friend?
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised cat cat cat cat You know the right answer needs many examples of labeled data
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised You know the right answer needs many examples of labeled data
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised You know the right answer needs many examples of labeled data
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised You know the right answer needs many examples of labeled data
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised You know the right answer needs many examples of labeled data
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Unsupervised Online buying goes up when the weather is bad Ice cream causes drowning Shoes cause headaches Nicolas Cage is a monster You don't know the right answer Machine finds patterns in unlabeled data may or may not be useful (correlation/causation)
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised You know the right answer needs many examples of labeled data Unsupervised You don't know the right answer finds patterns in unlabeled data may or may not be useful (correlation/causation)
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Reinforcement There is no absolute right answer some answers are better "rewards" based on results optimizes over time Photo by Marek Szturc on Unsplash
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne 3 Needs for 3 Deeds of Machine Learning Data Detect Goal Decide Control Revise Needs Deeds
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne What is it? How does it work? What's it good at? How is it useful? Intro to Artificial Intelligence for Marketing
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Learning Machine Learning High Dimensionality High Cardinality What's it good at?
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Dimensionality = Attributes per Object Cardinality = Options per Attribute
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Dimensionality = Attributes per Object Cardinality = Options per Attribute Person Objects Attributes billions of permutations
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne What is it? How does it work? What's it good at? How is it useful? Intro to Artificial Intelligence for Marketing
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Robots!
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne In-Store Robots
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Augmented Reality
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Augmented Reality
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Facial Recognition
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Facial Recognition
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Artificial Intelligence Natural Language Speech to text Conversation Bots Text to meaning
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Automating Response
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Artificial Intelligence Natural Language Speech to text This means that Repeated correction Taught over time Conversation Bots Text to meaning Concept & emotion imitation Repeated correction Taught over time Lenovo Unified Customer Intelligence
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Artificial Intelligence Natural Language Speech to text This means that Repeated correction Taught over time Conversation Bots Text to meaning Concept & emotion imitation Repeated correction Taught over time Lenovo Unified Customer Intelligence
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Artificial Intelligence Natural Language Speech to text This means that Repeated correction Taught over time Conversation Bots Text to meaning Concept & emotion imitation Repeated correction Taught over time
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Bringing AI Into Your Organization Look what followed me home! Can we keep him?
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Raise Revenue Lower Costs Improve Customer Satisfaction Introduce a New Competency Raise Awareness Improve Attitude Influence Influence Inspire Interaction Generate Sales Drive Endorsements
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Optimize Customer Retention
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Machine Learning Bump Humans Machines
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Would I advise my uncle? Would I stake my reputation? Would I risk my own money? Would I bet my job?
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Clean, Consistent, Reliable
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Clean, Consistent, Reliable Server Outage Missing Tag Broken Tag Corrupted Data Broken ETL Enrichment Error Integration Error Ad Blocker Etc., etc....
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Clean, Consistent, Reliable Web Analytics, Customer Service, Customer Relationship Management, Sales Force Automation, Campaign Analysis, Social Media, Email Marketing, Mobile, Wearables, Surveys, Facebook, Aggregators, App Data, Behavioral Data, Accounting, Video Views, API's, Enrichment, etc., etc....
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Web Analytics, Customer Service, Customer Relationship Management, Sales Force Automation, Campaign Analysis, Social Media, Email Marketing, Mobile, Wearables, Surveys, Facebook, Aggregators, App Data, Behavioral Data, Accounting, Video Views, API's, Enrichment, etc., etc.... Clean, Consistent, Reliable
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Clean, Consistent, Reliable
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Data Lake Clean, Consistent, Reliable
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Data Lake Clean, Consistent, Reliable
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Start with repetitive, high volume, taxing tasks Ranking Sorting Finding patterns Finding look-alikes Anomaly detection
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Correlations people with this attribute have that attribute Segmentation these people form a group Clustering there are X number of groups Anomalies these people are unique Are results interesting? Useful? Worthy of further study? What Can ML Do Better?
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Start with repetitive, high volume, taxing tasks Buy vs. Build
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Business Stakeholder
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Business Stakeholder domain knowledge usesIndustry Market Company Products Customers Competition Price of tea in China Which way the wind is blowing The airspeed velocity of an unladen African swallow
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne BUSINESS GOALS Business Stakeholder domain knowledge uses to set
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne uses to set BUSINESS GOALS domain knowledge Business Stakeholder BUSINESS PROBLEMS to identify
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne uses to set BUSINESS GOALS domain knowledge Business Stakeholder BUSINESS DECISIONS to make to identify BUSINESS PROBLEMS
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne uses to set BUSINESS GOALS domain knowledge Business Stakeholder to identify BUSINESS PROBLEMS BUSINESS DECISIONS to make informed by Analyst insight
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne uses to set BUSINESS GOALS domain knowledge Business Stakeholder to identify BUSINESS PROBLEMS BUSINESS DECISIONS to make informed by Analyst insight Analyst
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne uses to set BUSINESS GOALS domain knowledge Business Stakeholder to identify BUSINESS PROBLEMS BUSINESS DECISIONS to make informed by Analyst insight Analyst appreciates and considers
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne to craft to test uses to set BUSINESS GOALS domain knowledge Business Stakeholder to identify BUSINESS PROBLEMS BUSINESS DECISIONS to make informed by Analyst insight appreciates and considers Analyst HYPOTHESES
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsternejsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Analyst Business Stakeholder
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne determines accounts for most revealing data cognitive bias Analyst innate bias to ensure SOUND ADVICE Business Stakeholder
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne determines accounts for most revealing data cognitive bias Analyst innate bias to ensure uses to convey SOUND ADVICE visualization and storytelling Business Stakeholder
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne builds chooses Analyst depends on Data Scientist METHODS MODELS Data Engineer depends on collects cleans integrates monitors manages pipelines operationalize s DATA QUALITY to improve give feedback Data Business StakeholderBusiness Stakeholder
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne builds chooses Analyst depends on Data Scientist METHODS MODELS Data Engineer depends on collects cleans integrates monitors manages pipelines operationalize s DATA QUALITY to improve give feedback Data to ensure quality of Business Stakeholder
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Data Engineer Data Scientist Analyst Business Stakeholder
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Data Engineer Data Scientist Analyst Business Stakeholder Licorne
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne give feedback Data Engineer Data Scientist Analyst Outsource if you can Business Stakeholder
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Start with repetitive, high volume, taxing tasks Buy vs. Build Buy!
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Start with repetitive, high volume, taxing tasks Buy vs. Build Determine which data sets are useful
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Start with repetitive, high volume, taxing tasks Buy vs. Build Determine which data sets are useful Too much = noise Too little = overfitting Just right = insight
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Start with repetitive, high volume, taxing tasks Buy vs. Build Determine which data sets are useful Become proficient at the Smell Test
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne The Smell Test
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Start with repetitive, high volume, taxing tasks Buy vs. Build Determine which data sets are useful Become proficient at the Smell Test Be Human
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Amount of data Speed of correlation Repetition minus ennui Accuracy Cost Zero attitude Machine Advantages Your Advantages Reason Common sense Emotion Empathy Experience Integrated cognition Be Human
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Press Your Advantage Recognizing the problem Onboarding new ideas Relating non-related data Relating non-related experience Collaboration & Diversity Empathy Imagination
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Man and Machine
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Start with repetitive, high volume, taxing tasks Buy vs. Build Determine which data sets are useful Become proficient at the Smell Test Be Human
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Be Prepared: Marketing is About to Get Weird
Machine Learning in Marketing - Jim Sterne @ Digital Analytics Forum 2018
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Be Prepared: Marketing is About to Get Weird
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Harness the Power for Yourself Take advantage of the tools Build systems to talk to customers' systems Build your brand
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne What is your next step??
jsterne@targeting.com – Marketing Evolution Experience.com – @jimsternejsterne@targeting.com – Marketing Evolution Experience.com – @jimsterne Jim Sterne Intro to Artificial Intelligence for Marketing

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Machine Learning in Marketing - Jim Sterne @ Digital Analytics Forum 2018

  • 1. Intro to Artificial Intelligence for Marketing [email protected] – Marketing Evolution Experience.com – @jimsterne Jim Sterne
  • 2. [email protected] – Marketing Evolution Experience.com – @jimsterne Jim Sterne Intro to Artificial Intelligence for Marketing
  • 3. [email protected] – Marketing Evolution Experience.com – @jimsterne IS NOT for data scientists How to be a data scientist Cool algorithms Statistical tips and tricks How to build a bot Latest start-ups Quantum computing Intro to AI & Machine Learning How some methods differ How to talk to data scientists Where AI/ML is used in marketing How to bring AI/ML into your org How to keep your job IS for marketers
  • 4. [email protected] – Marketing Evolution Experience.com – @jimsterne Why Artificial Intelligence Now? 50 years of study Cheap storage of Big Data Massively parallel processing (GPUs) Open Source
  • 5. [email protected] – Marketing Evolution Experience.com – @jimsterne What is it? How does it work? What is it good at? How is it useful? Intro to Artificial Intelligence for Marketing
  • 6. [email protected] – Marketing Evolution Experience.com – @jimsterne As Seen on TV AI: Anything computers can’t SciFi: Anything AI can’t “General AI” – thinks and acts human Sentience “Narrow AI” – task specific Functional
  • 7. [email protected] – Marketing Evolution Experience.com – @jimsterne Artificial Intelligence Natural Language Processing Speech recognition Speech to text Text to meaning Sentiment analysis "Wreck a nice beach"
  • 8. [email protected] – Marketing Evolution Experience.com – @jimsterne Artificial Intelligence Computer Vision
  • 9. [email protected] – Marketing Evolution Experience.com – @jimsterne
  • 10. [email protected] – Marketing Evolution Experience.com – @jimsterne Facial Recognition
  • 11. [email protected] – Marketing Evolution Experience.com – @jimsterne Self-Driving Cars!
  • 12. [email protected] – Marketing Evolution Experience.com – @jimsterne Artificial Intelligence Robots
  • 13. [email protected] – Marketing Evolution Experience.com – @jimsterne Artificial Intelligence Natural Language Understanding Conversation Bots Computer Vision Self-Driving Cars & Robots Machine Learning
  • 14. [email protected] – Marketing Evolution Experience.com – @jimsterne Software Grows Up Specific Logic Mathematical Model Do this, then this, then this If this happens, do that If confused, report error Statistical Model Machine Learning {A:13,BUTTON:0,CHECKBOX:32,COMBOBOX:13,GRIDCELL:13,LINK:13,LISTBOX:13,MENU:0,MENUBAR:0,MENUITEM:0,MENUITEMCHEC KBOX:0,MENUITEMRADIO:0,OPTION:0,RADIO:32,RADIOGROUP:32,RESET:0,SUBMIT:0,SWITCH:32,TAB:0,TREE:13,TREEITEM:13},G =function(a){return(a.getAttribute("type")||a.tagName).toUpperCase()in ba},H=function(a){return (a.getAttribute("type")||a.tagName).toUpperCase()in ca},ba={CHECKBOX:!0,OPTION:!0,RADIO:!0},ca={COLOR:!0, DATE:!0,DATETIME:!0,"DATETIME-LOCAL":!0,EMAIL:!0,MONTH:!0,NUMBER:!0,PASSWORD:!0,RANGE:!0,SEARCH:!0,TEL:!0, TEXT:!0,TEXTAREA:!0,TIME:!0,URL:!0,WEEK:!0},da={A:!0,AREA:!0,BUTTON:!0,DIALOG:!0,IMG:!0,INPUT:!0,LINK:!0,MENU: !0,OPTGROUP:!0,OPTION:!0,PROGRESS:!0,SELECT:!0,TEXTAREA:!0};var I=function(){this.i=this.g=null}
  • 15. [email protected] – Marketing Evolution Experience.com – @jimsterne
  • 16. [email protected] – Marketing Evolution Experience.com – @jimsterne Software Grows Up Specific Logic Mathematical Model Do this, then this, then this If this happens, do that If confused, report error Statistical Model Machine Learning
  • 17. [email protected] – Marketing Evolution Experience.com – @jimsterne Software Grows Up Specific Logic Mathematical Model Do this, then this, then this Describe numerical relationships If this happens, do that Calculate alternatives If confused, report error Human compares results & iterates Statistical Model Machine Learning
  • 18. [email protected] – Marketing Evolution Experience.com – @jimsterne Software Grows Up Specific Logic Mathematical Model Do this, then this, then this Describe numerical relationships If this happens, do that Calculate alternatives If confused, report error Human compares results & iterates Statistical Model Machine Learning Calculate probabilities Project likelihoods Human compares & iterates
  • 19. [email protected] – Marketing Evolution Experience.com – @jimsterne Software Grows Up Specific Logic Mathematical Model Do this, then this, then this Describe numerical relationships If this happens, do that Calculate alternatives If confused, report error Human compares results & iterates Statistical Model Machine Learning Calculate probabilities Uses examples to figure it out Project likelihoods and changes it's mind Human compares & iterates
  • 20. [email protected] – Marketing Evolution Experience.com – @jimsterne
  • 21. [email protected] – Marketing Evolution Experience.com – @jimsterne What is it? How does it work? What is it good at? How is it useful? Intro to Artificial Intelligence for Marketing
  • 22. [email protected] – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised Unsupervised Reinforcement
  • 23. [email protected] – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised You know the right answer needs many examples of labeled data Dog: Yes Cat: No Tag a friend?
  • 24. [email protected] – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised cat cat cat cat You know the right answer needs many examples of labeled data
  • 25. [email protected] – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised You know the right answer needs many examples of labeled data
  • 26. [email protected] – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised You know the right answer needs many examples of labeled data
  • 27. [email protected] – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised You know the right answer needs many examples of labeled data
  • 28. [email protected] – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised You know the right answer needs many examples of labeled data
  • 29. [email protected] – Marketing Evolution Experience.com – @jimsterne Machine Learning Unsupervised Online buying goes up when the weather is bad Ice cream causes drowning Shoes cause headaches Nicolas Cage is a monster You don't know the right answer Machine finds patterns in unlabeled data may or may not be useful (correlation/causation)
  • 30. [email protected] – Marketing Evolution Experience.com – @jimsterne
  • 31. [email protected] – Marketing Evolution Experience.com – @jimsterne Machine Learning Supervised You know the right answer needs many examples of labeled data Unsupervised You don't know the right answer finds patterns in unlabeled data may or may not be useful (correlation/causation)
  • 32. [email protected] – Marketing Evolution Experience.com – @jimsterne Machine Learning Reinforcement There is no absolute right answer some answers are better "rewards" based on results optimizes over time Photo by Marek Szturc on Unsplash
  • 33. [email protected] – Marketing Evolution Experience.com – @jimsterne 3 Needs for 3 Deeds of Machine Learning Data Detect Goal Decide Control Revise Needs Deeds
  • 34. [email protected] – Marketing Evolution Experience.com – @jimsterne What is it? How does it work? What's it good at? How is it useful? Intro to Artificial Intelligence for Marketing
  • 35. [email protected] – Marketing Evolution Experience.com – @jimsterne Learning Machine Learning High Dimensionality High Cardinality What's it good at?
  • 36. [email protected] – Marketing Evolution Experience.com – @jimsterne Dimensionality = Attributes per Object Cardinality = Options per Attribute
  • 37. [email protected] – Marketing Evolution Experience.com – @jimsterne Dimensionality = Attributes per Object Cardinality = Options per Attribute Person Objects Attributes billions of permutations
  • 38. [email protected] – Marketing Evolution Experience.com – @jimsterne What is it? How does it work? What's it good at? How is it useful? Intro to Artificial Intelligence for Marketing
  • 39. [email protected] – Marketing Evolution Experience.com – @jimsterne Robots!
  • 40. [email protected] – Marketing Evolution Experience.com – @jimsterne In-Store Robots
  • 41. [email protected] – Marketing Evolution Experience.com – @jimsterne
  • 42. [email protected] – Marketing Evolution Experience.com – @jimsterne
  • 43. [email protected] – Marketing Evolution Experience.com – @jimsterne Augmented Reality
  • 44. [email protected] – Marketing Evolution Experience.com – @jimsterne Augmented Reality
  • 45. [email protected] – Marketing Evolution Experience.com – @jimsterne Facial Recognition
  • 46. [email protected] – Marketing Evolution Experience.com – @jimsterne Facial Recognition
  • 47. [email protected] – Marketing Evolution Experience.com – @jimsterne Artificial Intelligence Natural Language Speech to text Conversation Bots Text to meaning
  • 48. [email protected] – Marketing Evolution Experience.com – @jimsterne
  • 49. [email protected] – Marketing Evolution Experience.com – @jimsterne
  • 50. [email protected] – Marketing Evolution Experience.com – @jimsterne Automating Response
  • 51. [email protected] – Marketing Evolution Experience.com – @jimsterne Artificial Intelligence Natural Language Speech to text This means that Repeated correction Taught over time Conversation Bots Text to meaning Concept & emotion imitation Repeated correction Taught over time Lenovo Unified Customer Intelligence
  • 52. [email protected] – Marketing Evolution Experience.com – @jimsterne
  • 53. [email protected] – Marketing Evolution Experience.com – @jimsterne Artificial Intelligence Natural Language Speech to text This means that Repeated correction Taught over time Conversation Bots Text to meaning Concept & emotion imitation Repeated correction Taught over time Lenovo Unified Customer Intelligence
  • 54. [email protected] – Marketing Evolution Experience.com – @jimsterne Artificial Intelligence Natural Language Speech to text This means that Repeated correction Taught over time Conversation Bots Text to meaning Concept & emotion imitation Repeated correction Taught over time
  • 55. [email protected] – Marketing Evolution Experience.com – @jimsterne
  • 56. [email protected] – Marketing Evolution Experience.com – @jimsterne Bringing AI Into Your Organization Look what followed me home! Can we keep him?
  • 57. [email protected] – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips
  • 58. [email protected] – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Raise Revenue Lower Costs Improve Customer Satisfaction Introduce a New Competency Raise Awareness Improve Attitude Influence Influence Inspire Interaction Generate Sales Drive Endorsements
  • 59. [email protected] – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals
  • 60. [email protected] – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Optimize Customer Retention
  • 61. [email protected] – Marketing Evolution Experience.com – @jimsterne Machine Learning Bump Humans Machines
  • 62. [email protected] – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Would I advise my uncle? Would I stake my reputation? Would I risk my own money? Would I bet my job?
  • 63. [email protected] – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Clean, Consistent, Reliable
  • 64. [email protected] – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Clean, Consistent, Reliable Server Outage Missing Tag Broken Tag Corrupted Data Broken ETL Enrichment Error Integration Error Ad Blocker Etc., etc....
  • 65. [email protected] – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Clean, Consistent, Reliable Web Analytics, Customer Service, Customer Relationship Management, Sales Force Automation, Campaign Analysis, Social Media, Email Marketing, Mobile, Wearables, Surveys, Facebook, Aggregators, App Data, Behavioral Data, Accounting, Video Views, API's, Enrichment, etc., etc....
  • 66. [email protected] – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Web Analytics, Customer Service, Customer Relationship Management, Sales Force Automation, Campaign Analysis, Social Media, Email Marketing, Mobile, Wearables, Surveys, Facebook, Aggregators, App Data, Behavioral Data, Accounting, Video Views, API's, Enrichment, etc., etc.... Clean, Consistent, Reliable
  • 67. [email protected] – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Clean, Consistent, Reliable
  • 68. [email protected] – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Data Lake Clean, Consistent, Reliable
  • 69. [email protected] – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Data Lake Clean, Consistent, Reliable
  • 70. [email protected] – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data
  • 71. [email protected] – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Start with repetitive, high volume, taxing tasks Ranking Sorting Finding patterns Finding look-alikes Anomaly detection
  • 72. [email protected] – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data
  • 73. [email protected] – Marketing Evolution Experience.com – @jimsterne Correlations people with this attribute have that attribute Segmentation these people form a group Clustering there are X number of groups Anomalies these people are unique Are results interesting? Useful? Worthy of further study? What Can ML Do Better?
  • 74. [email protected] – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Start with repetitive, high volume, taxing tasks Buy vs. Build
  • 75. [email protected] – Marketing Evolution Experience.com – @jimsterne Business Stakeholder
  • 76. [email protected] – Marketing Evolution Experience.com – @jimsterne Business Stakeholder domain knowledge usesIndustry Market Company Products Customers Competition Price of tea in China Which way the wind is blowing The airspeed velocity of an unladen African swallow
  • 77. [email protected] – Marketing Evolution Experience.com – @jimsterne BUSINESS GOALS Business Stakeholder domain knowledge uses to set
  • 78. [email protected] – Marketing Evolution Experience.com – @jimsterne uses to set BUSINESS GOALS domain knowledge Business Stakeholder BUSINESS PROBLEMS to identify
  • 79. [email protected] – Marketing Evolution Experience.com – @jimsterne uses to set BUSINESS GOALS domain knowledge Business Stakeholder BUSINESS DECISIONS to make to identify BUSINESS PROBLEMS
  • 80. [email protected] – Marketing Evolution Experience.com – @jimsterne uses to set BUSINESS GOALS domain knowledge Business Stakeholder to identify BUSINESS PROBLEMS BUSINESS DECISIONS to make informed by Analyst insight
  • 81. [email protected] – Marketing Evolution Experience.com – @jimsterne uses to set BUSINESS GOALS domain knowledge Business Stakeholder to identify BUSINESS PROBLEMS BUSINESS DECISIONS to make informed by Analyst insight Analyst
  • 82. [email protected] – Marketing Evolution Experience.com – @jimsterne uses to set BUSINESS GOALS domain knowledge Business Stakeholder to identify BUSINESS PROBLEMS BUSINESS DECISIONS to make informed by Analyst insight Analyst appreciates and considers
  • 83. [email protected] – Marketing Evolution Experience.com – @jimsterne to craft to test uses to set BUSINESS GOALS domain knowledge Business Stakeholder to identify BUSINESS PROBLEMS BUSINESS DECISIONS to make informed by Analyst insight appreciates and considers Analyst HYPOTHESES
  • 84. [email protected] – Marketing Evolution Experience.com – @[email protected] – Marketing Evolution Experience.com – @jimsterne
  • 85. [email protected] – Marketing Evolution Experience.com – @jimsterne Analyst Business Stakeholder
  • 86. [email protected] – Marketing Evolution Experience.com – @jimsterne determines accounts for most revealing data cognitive bias Analyst innate bias to ensure SOUND ADVICE Business Stakeholder
  • 87. [email protected] – Marketing Evolution Experience.com – @jimsterne determines accounts for most revealing data cognitive bias Analyst innate bias to ensure uses to convey SOUND ADVICE visualization and storytelling Business Stakeholder
  • 88. [email protected] – Marketing Evolution Experience.com – @jimsterne builds chooses Analyst depends on Data Scientist METHODS MODELS Data Engineer depends on collects cleans integrates monitors manages pipelines operationalize s DATA QUALITY to improve give feedback Data Business StakeholderBusiness Stakeholder
  • 89. [email protected] – Marketing Evolution Experience.com – @jimsterne builds chooses Analyst depends on Data Scientist METHODS MODELS Data Engineer depends on collects cleans integrates monitors manages pipelines operationalize s DATA QUALITY to improve give feedback Data to ensure quality of Business Stakeholder
  • 90. [email protected] – Marketing Evolution Experience.com – @jimsterne Data Engineer Data Scientist Analyst Business Stakeholder
  • 91. [email protected] – Marketing Evolution Experience.com – @jimsterne Data Engineer Data Scientist Analyst Business Stakeholder Licorne
  • 92. [email protected] – Marketing Evolution Experience.com – @jimsterne give feedback Data Engineer Data Scientist Analyst Outsource if you can Business Stakeholder
  • 93. [email protected] – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Start with repetitive, high volume, taxing tasks Buy vs. Build Buy!
  • 94. [email protected] – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Start with repetitive, high volume, taxing tasks Buy vs. Build Determine which data sets are useful
  • 95. [email protected] – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Start with repetitive, high volume, taxing tasks Buy vs. Build Determine which data sets are useful Too much = noise Too little = overfitting Just right = insight
  • 96. [email protected] – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Start with repetitive, high volume, taxing tasks Buy vs. Build Determine which data sets are useful Become proficient at the Smell Test
  • 97. [email protected] – Marketing Evolution Experience.com – @jimsterne The Smell Test
  • 98. [email protected] – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Start with repetitive, high volume, taxing tasks Buy vs. Build Determine which data sets are useful Become proficient at the Smell Test Be Human
  • 99. [email protected] – Marketing Evolution Experience.com – @jimsterne Amount of data Speed of correlation Repetition minus ennui Accuracy Cost Zero attitude Machine Advantages Your Advantages Reason Common sense Emotion Empathy Experience Integrated cognition Be Human
  • 100. [email protected] – Marketing Evolution Experience.com – @jimsterne Press Your Advantage Recognizing the problem Onboarding new ideas Relating non-related data Relating non-related experience Collaboration & Diversity Empathy Imagination
  • 101. [email protected] – Marketing Evolution Experience.com – @jimsterne Man and Machine
  • 102. [email protected] – Marketing Evolution Experience.com – @jimsterne AI Onboarding Tips Clearly identified goals Know Your Data Start with repetitive, high volume, taxing tasks Buy vs. Build Determine which data sets are useful Become proficient at the Smell Test Be Human
  • 103. [email protected] – Marketing Evolution Experience.com – @jimsterne Be Prepared: Marketing is About to Get Weird
  • 105. [email protected] – Marketing Evolution Experience.com – @jimsterne Be Prepared: Marketing is About to Get Weird
  • 106. [email protected] – Marketing Evolution Experience.com – @jimsterne Harness the Power for Yourself Take advantage of the tools Build systems to talk to customers' systems Build your brand
  • 107. [email protected] – Marketing Evolution Experience.com – @jimsterne What is your next step??
  • 108. [email protected] – Marketing Evolution Experience.com – @[email protected] – Marketing Evolution Experience.com – @jimsterne Jim Sterne Intro to Artificial Intelligence for Marketing