Summary In today's episode, I break down the two biggest AI milestones of 2019 and explain what they mean for digital marketers planning the next three years. Here's what this means for you. You walk away with a framework for spotting which AI tools deserve your attention now so a nimbler competitor doesn't blindside you…
Annika asks, “According to some experts there are 25 subdisciplines of AI. Within these subdisciplines there are different functions of AI. In your opinion which functions are relevant to marketing and would you have a real life use case example of each?” Lists of subdisciplines like the one provided are largely unhelpful and an indicator…
Summary In today's episode, I critique a popular list of 25 AI subdisciplines and argue that practical marketing applications really come down to just two broad capabilities, classification and prediction, regardless of how many academic categories exist. Here's what this means for you. You'll gain a practical framework that replaces confusing AI theory with two…
Annika asks, “What are the prerequisites for using AI in marketing in a way that you can maximize Return on investment (ROI)?” Let’s begin with a reminder that ROI is a financial equation: return on investment. Earned – spent / spent is the calculation. Thus, in order to achieve positive ROI, we need to maximize…
Summary In today's episode, I walk through the prerequisites for using AI in marketing in a way that maximizes return on investment. Here's what this means for you. You learn why ROI is a financial equation rather than just results, and how framing every AI project around business requirements before touching data protects you from…
Annika asks, “What are your recommendations to begin with and how would one proceed in a small or medium sized company or start up in utilizing AI in their marketing processes?” First, you have to be ready for AI. That means taking the AI journey. Assuming you’ve made the steps up through data science, the…
Summary In today's episode, I walk through a practical framework for how small and medium-sized businesses and startups can begin adopting AI in their marketing operations. Here's what this means for you. You gain a clear, realistic roadmap so you avoid wasted effort and focus only on projects that deliver the three A's of AI…
Annika asks, “Important functions of AI with big data are analyzing the past, predicting the future and prescribing future strategies according to the marketing AI institute. What else do you know to be important use cases for AI in marketing?” One of the most important things we need to understand is that AI isn’t just…
Summary In today's episode, I break down a clear framework for understanding what AI and machine learning actually do, separating the techniques from the business outcomes people chase. Here's what this means for you. You'll build the vocabulary and mental model to evaluate AI claims confidently and pick the right method for your marketing problems.…
Annika asks, “Can you give me some examples of digital Marketing projects that use AI in some way that failed and succeeded and reasons behind The success or failure?” Some of the most prominent failures are those in which people didn’t keep their eyes on the system after deployment. In marketing, that’s systems like sentiment…
