Disruption with Applied AI: Data Driven Marketing

Data-driven marketing has transformed from an innovative approach to a fundamental part of advertising and business strategy; it can now be defined in several ways, but at the most basic level, it can be explained as follows:

Data-driven marketing refers to strategies built on insights pulled from the analysis of big data, collected through consumer interactions and engagements, to form predictions about future behaviors. This involves understanding the data you already have, the data you can get, and how to organize, analyze, and apply that data to better marketing efforts.

The Above definition involves a lot of Analysis of Big Data, Prediction of Customer Behavior and Automating the cognitive human intelligence in marketing but how?

THE CLEAR ANSWER IS : ARTIFICIAL INTELLIGENCE !

So how is AI influencing Data Driven Marketing and making it absolutely phenomenal, what makes Google a Giant and Facebook a wannabe of Data while they know about every inches of our lives, our habits and out disorders as well :D

Starting with learning the scope of Digital Marketing so we can understand the landscape of penetration AI can deliver:

Okay! so some short definitions? (I always assume Non-Domain specialist reading my content If you know about it please skip below and proceed reading forward )

SEO: Search Engine Optimization is the name given to activity that attempts to improve search engine rankings.

Content Marketing: Type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.

Inbound Marketing: Inbound marketing is a strategy that utilizes many forms of pull marketing – content marketing, blogs, events, SEO, social media and more – to create brand awareness and attract new business.

Social Media Marketing: Social media marketing refers to the process of gaining traffic or attention through social media sites.Social media itself is a catch-all term for sites that may provide radically different social actions. For instance, Twitter is a social site designed to let people share short messages or “updates” with others.

Pay Per Click: Pay-per-click (PPC), also known as cost per click (CPC), is an internet advertising model used to direct traffic to websites, in which an advertiser pays a publisher (typically a website owner or a network of websites) when the ad is clicked.

Affiliate Marketing: The process of earning a commission by promoting other people's (or company's) products. You find a product you like, promote it to others and earn a piece of the profit for each sale that you make.

Native Advertising: Native advertising is the use of paid ads that match the look, feel and function of the media format in which they appear. Native ads are often found in social media feeds, or as recommended content on a web page. Unlike display ads or banner ads, native ads don't really look like ads. In the Rome as Romans Do!

Online PR: Very similar to traditional PR in the sense that it's about influencing people rather than buying placement for brand content. The influence could result in a story in a magazine, newspaper or blog. It could also result in other online pick-up, including social media.

I AM NOT A SOCIAL MEDIA GURU OR STRATEGIST! We all are learners :)

Lets continue the script: So now we need to learn What AI has to Offer?

So AI offers us advance algorithms and mechanisms that help us automate vision with Computer Vision, speech with Natural Language Processing and Intelligent response and predictor sense with Machine Learning and Deep Learning.

Okay! So What it has to do with Data Driven Marketing?

AI runs on Data .. Marketing runs on Data ! - This is the primary key between each other .. Apologies for a thick term.. any Data professional would have understood ;-)

AI IS CHANGING:

• The way we see Websites: Today highly personalized websites are created on the fly as the customers login and the ads and every banner from relevant or affiliate banners are customized based on which customer has login. AI enables us to analyze histories and preferences of million customers to recommend the best Website outlook for maximum CTR! (Click through Rate: A term used to quantify the Clickability of a ad or content)

Meet: The Fire Drop:

• The way we receive Push Notifications: Not more irrelevant pushes! Thanks to behavioral personalization by AI, push notifications can be specific to individual users, delivering them the right message at the right time. So the Conversion rate is boosted to maximum with optimal customer happiness and loyalty to your application or brand.

Meet Evergage:

• The way we generate Content: Natural-language generation holds tremendous potential in making the work of content creators more efficient. Every AI-generated narrative is designed to read as though it’s written by a human. The data insights and writing style of each narrative depend on the rules and formats established by your brand to best serve your audience.

Meet Dante: (PAKISTAN)

• The way we Interact with Customer: Chatbots have access to millions of customer-centered data points. They can also aggregate location-specific requests to detect patterns, spot repetitive problems, and predict what’s causing issues for a particular user. Its Often, this makes them more knowledgeable than any human customer service rep

Meet: Botsify (PAKISTAN)

• The way we sent Emails: Your team often spends hours compiling and scheduling weekly emails to multiple customer segments. Even with smart subscriber segmentation, you can’t deliver a personalized email to every single customer. Its easier to land in Spam folder and harder to get to the main. AI can deliver relevant and crispy mails now.

Meet: Mercanto

But how is that all doing ...??

Algorithms can map a subscriber’s website experience and email browsing data to understand all the individual’s interactions with your content. This knowledge allows the algorithm to identify hyper-contextual content to create one-on-one personalized emails.

Dynamic emails can be compiled based on:

• Previous website interactions
• Previously read blog articles and content
• Time spent on a page
• Wish list
• Most popular content at the time
• Interest of similar visitors
• Previous interactions with branded emails

Back to the flow..

The way we predicted Customer Churn: AI-powered tools in this category can help gather data, build a predictive model, and test and validate that model on real customers. That information can indicate what stage of churning the person is in. While quick-churn customers (users who abandon a product shortly after starting to use it) are difficult to re-engage, late-churn customers (those who have a long-lasting relationship with your brand) can be incentivized to keep using your product.

Okay now tell me what goes inside and how it does predict?

What goes in : Target is for learning about outcome and Features are what made that outcome..

Now what AI learns is to segregate churners from non-churners and what differentiates it learns.

Then.. recommended action is applied automatically to predicted customer such as discounts and deals, Simple that how above products and examples work :)

Again back to topic..

• The way we segmented customers: Where it would take humans an immense amount of time to crunch all the numbers and match them to customer’s behavioral patterns, AI can give marketing insights on the fly.AI algorithms create customer personas based on billions of data points, including:
• Geo-specific events
• On-site interactions
• Referral source
• Psychographic factors
• Purchase behaviors
• Past communication

Meet: SalesForce Einstien

• The way we priced customers: Companies with large product catalogs, international customer base, and multiple currency offerings can significantly benefit from dynamic pricing. Price is always relative to the market competition, your product positioning and, to a certain extent, what your customer is willing to pay.AI allows big market places like eBay or Amazon to incorporate dynamic pricing which can drive competitiveness and earn customer business as they can offer better prices.

Meet: Uber

• The way we advertised to customers: Essentially, programmatic computing works like a recommendation engine for advanced ad targeting. Optimizing ad campaign performance requires a lot of data analysis, which machines can do more quickly and accurately than humans. Analyzing top performing ad copies and bench-marking them against specific audience demographics is a variable that can be programmed.

AI IS REPLACING US !! SAVE US SAVE US..

No.. AI is ain't here to replace but to enhance and take your efficiency to next level and to put more task that can be submitted to automation that you get bore from!

Artificial Intelligence was meant to augment human intelligence. This means AI always requires human facilitation in use cases.

Did introduction of Computer made Jobs redundant?

Yes for those who don’t adapt change. Stiffness is the resemblance of DEAD!

Okay!

I want to learn AI where to start..

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Authored By:

Mesum Raza Hemani

About: Mesum is techno-functional data analytics consultant and a budding applied AI evangelist. Has served Pakistan’s first Business Intelligence & Predictive analytics startup as consultant. By passion I have started data viz practice Lucid Data Artist and voluntarily founded Karachi.AI chapter for ML enthusiasts.

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