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Autodesk’s Unfair Strategic Advantage: How AI Quadrupled Their Conversions & Doubled Their Content Engagement

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Siara Nazir
Head of Digital Marketing at Autodesk
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Global Growth Marketing Conference 2019
December 10, 2019, San Francisco, USA
Global Growth Marketing Conference 2019
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Autodesk’s Unfair Strategic Advantage: How AI Quadrupled Their Conversions & Doubled Their Content Engagement
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About the talk

These days, AI is ubiquitous - powering everything from Alexa to mobile apps - but too many marketers are ignoring it, mostly because they don’t understand it. Autodesk, however, didn’t make that mistake. They invested in learning how AI could help their business, and discovered more than a few creative ways AI could drive their demand generation goals, breakthrough periods of stagnant growth, and ultimately quadruple their conversions and double their content engagement. Just ask Siara Nazir. In this session, she’ll you cold, hard best practices for leveraging AI to create and convert traffic, including some hard-won tips for choosing the right vendor she learned along the way!

00:01 Introduction

00:33 Understanding Artificial Intelligence

03:27 Audtodesk’s Growth Goals

05:25 Optimization and tests

06:30 Stay Curious about AI

08:42 How Autodesk collects data?

10:11 Engagement with AI Chatbot

14:38 Intent is the key to success in AI

15:35 The Arc of Optimization

16:14 Evaluate Vendors of AI

17:54 Resources to learn from

19:15 Focusing on converted customers

20:35 Benefit of AI in non-brand market

22:00 Is it better to develop or buy AI products?

23:25 Google Dialogue Flow

24:22 Impact of GDPR

About speaker

Siara Nazir
Head of Digital Marketing at Autodesk

Siara Nazir is an award-winning global marketer and media leader who has pioneered AI-based strategies for marketing programs at Autodesk. She’s led digital transformation for two Fortune 500 companies and her strategies have been featured in several industry publications including Forrester and DM News. She’s a speaker at various industry conferences, most recently invited by the Wall Street Journal to speak at their inaugural Executive Forum on Artificial Intelligence in New York. She’s won several industry awards for her approach and vision on marketing and most recently was the recipient of the Equality Impact Award for women in tech who have broken barriers and generally changed their industries for the better. Currently, Siara is Head of Digital Marketing at Autodesk.

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Thank you so much for that. Nice introduction. Thanks everybody for joining. My session second day of the growth marketing conference. Hopefully, y'all are learning a lot and taking away a lot. Hopefully, I can add to a little bit of what you've already learned. And you can learn a little bit about artificial intelligence and begin to understand it's its applications to your business and your market. So not sure if you all have washed Frozen or not the second, the second version of Frozen that just released recently. But you may have noticed that the

new character being unveiled in this part called The Water Horse, and the water horse actually was developed and made by Autodesk software. So from Bridges two buildings to Motion Picture animation Autodesk software is actually generated. A lot of the things that are in everyone's daily lives. And it's no surprise, you know, one of the things that are just kind of think about when they use our software, you know, the limits are really your own imagination. So it's no surprise that a lot of it. Thought, begins to leak into all parts of the

organization and this is where, you know, everyone is curious about new technology. We're constantly learning about things like artificial intelligence. Everyone's trying to understand it not only are we trying to understand it as marketers, but a lot of companies are trying to develop tools that you know propel them into the next Century or decade in terms of helping. You know all of us marketers out there convert and find him and but you know they're there are opportunities with an artificial intelligence. There are vast

opportunities. There's also a lot of confusion, a lot of people feel like maybe some of that technology Mary play some of the jobs that we have today.

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