Machine Learning and the Human Endeavor: How AI is Being Applied to the Future of Marketing

As marketers, do we fully understand what AI is or the implications it will have on our careers and lifestyles? Join Skyword’s CTO, John Mihalik, for a session on the advancements of AI, what the different levels of AI are, and what they mean for marketers.

John Mihalik, CTO, Skyword

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Machine Learning & The Human Endeavor
How AI is Being Applied to the Future of Marke9ng

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CTO at Skyword
Hello!
I am John Mihalik

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The Industrial RevoluCon

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• Adver9sing
• Analy9cs
• Marke9ng Automa9on
• Experience Management



AI Impact: MarkeCng AI Impact: MarkeCng
• Adver9sing
• Analy9cs
• Marke9ng Automa9on
• Experience Management
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AdverCsing
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How does ProgrammaCc RTB work?
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• Targe9ng of look-alike audiences for acquisi9on
• Re-targe9ng of visitors for increased engagement
• Programma9c ad buying at scale and with ROI
AI: AdverCsing
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MarkeCng AnalyCcs
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Less
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Big Data
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AI
Big Data
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• Less need for inves9ga9ve drill down analy9cs
• Big Data drives the automa9on of ac9on taking
• AI is the fulfillment of big data
AI: AnalyCcs
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MarkeCng “AutomaCon”

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Lead AcquisiCon Lead Scoring Lead Nurturing Email MarkeCng
Marke6ng
Automa6on
Personaliza6on

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AutomaCon PersonalizaCon
AI
MarkeCng

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• Automated engagement for nurturing, ac9va9on, and reten9on
• Fewer triggers and more AI-determined engagements
• Automated lead classifica9on and scoring
• Not just personalized emails, automated personalized
engagements
AI: MarkeCng AutomaCon
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Experience Management (XM)
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Skyword Personalized Recommenda9ons
Built with Skyword’s deep learning system
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Skyword Personalized Recommenda9ons (SPR) is an ar9ficial
intelligence-based engine that delivers personalized on-site and
email content recommenda9ons that generate increased
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What is SPR?
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Why?
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74% of online consumers get
frustrated with websites when
content appears that has nothing
to do with their interests.
Source: Janrain and Harris Interac2ve
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60% of marketers struggle
to personalize content in real
Cme, yet 77% believe real-Cme
personalizaCon is crucial.
Source: Neolane & DMA
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Contextual Filtering of RecommendaCons
Recommend
Personalized
Blog
Health
Business
Video
Recent
Blog
Health
Business
Video
Popular
Blog
Health
Business
Video
Related
Blog
Video
Products
SoluCons
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Contextual Filtering of RecommendaCons
Recommend
Personalized
Blog
Health
Business
Video
Recent
Blog
Health
Business
Video
Popular
Blog
Health
Business
Video
Related
Blog
Video
Products
SoluCons
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Contextual Filtering of RecommendaCons
Recommend
Personalized
Blog
Health
Business
Video
Recent
Blog
Health
Business
Video
Popular
Blog
Health
Business
Video
Related
Blog
Video
Products
SoluCons
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Contextual Filtering of RecommendaCons
Recommend
Personalized
Blog
Health
Business
Video
Recent
Blog
Health
Business
Video
Popular
Blog
Health
Business
Video
Related
Blog
Video
Products
SoluCons
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Personalized
RecommendaCons
for Email
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• Full-site dynamic experiences personalized specifically to you
• Data-driven intelligent op9miza9on of the en9re experience
• Homepages, category pages, and “you” pages/sec9ons
• Filtered recommenda9ons by content type or category: most
relevant, recently published, popular
• Automated experience touchpoint tracking
• Automated engagement detec9on that triggers calls to ac9on

AI: Experience Management
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Where are we going?
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• Adver9sing
• Analy9cs
• Marke9ng Automa9on
• Experience Management



AI Impact: MarkeCng AI Impact: MarkeCng
• Adver9sing
• Analy9cs
• Marke9ng Automa9on
• Experience Management

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Many of the day-to-day tasks of acquiring and engaging
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The last item to go will be original content crea9on.
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OpCmizaCon vs. CreaCon

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QuesCons?
AC8

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1. L-*+$2"4#74/$A"K'.*$7--:
2. Navigate to session
3. Click “Take Survey”
Your Feedback Needed
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