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AI for Marketing: The Ultimate Success To-Do List

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Jim Sterne
Director Emeritus at Digital Analytics Association
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Global Growth Marketing Conference 2019
December 10, 2019, San Francisco, USA
Global Growth Marketing Conference 2019
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About the talk

Track: Keynotes

It’s no secret AI is the next marketing frontier. In fact, most early adopters are already realizing incredible results from it. But if you’re just getting started - or want to improve your performance - it really helps to have a lead to follow - a roadmap for success. And that’s where Jim Sterne comes in. By this point, he’s a veteran trend forecaster - in 1995 he wrote “World Web Marketing,” in 2002  “Web Metrics,” and most recently, in 2017, “Artificial Intelligence for Marketing.” And in this visionary but practical session, he’s going to talk mostly about the last one, providing you with the ultimate AI to-do list, covering everything you need to understand and invest in - from the new tools and new rules, to today’s branding necessities and tomorrow’s commerce challenges. Your AI success starts here!

00:05 Most important thing to remember

00:42 Introduction

01:20 Artificial Intelligence

02:02 Ultimate success to-do list

02:23 Choose your role

04:37 Choose your tools

06:50 Machine learning

12:30 Know your data

14:36 Be the augmented marketer

17:33 Brand as never before

18:57 Invent M2M marketing

25:26 Machine 2 machine is the future

26:15 Your job will be these 3 things

About speaker

Jim Sterne
Director Emeritus at Digital Analytics Association

Jim Sterne focuses his thirty-five years in sales and marketing on creating and strengthening customer relationships through digital communications. He sold business computers to companies that had never owned one in the 1980s, consulted and keynoted about online marketing in the 1990’s, and founded a conference and a professional association around digital analytics in the 2000’s. Following his humorous Devil's Data Dictionary, Sterne published his twelfth book, Artificial Intelligence for Marketing: Practical Applications. Sterne founded the Marketing Analytics Summit (formerly the eMetrics Summit) in 2002, which was the birthplace of the Digital Analytics Association. He served on the DAA Board of Directors for 15 years and is now Director Emeritus

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I want to start before anything by telling you what the most important thing is to remember, let's go right to the punchline. We have data. We think we have information we end up gaining knowledge over time. What we use in our business is the Insight that we got, what we really need is wisdom. But the only thing that matters at all is what comes of it. The output. So the data is great but it's what you do with it, that matters. Okay. With that I'm jimpster and I want to give you

a to-do list of of how to keep your job, how to be successful with artificial intelligence in the marketing role. The most important thing I can tell you right up front but tight the fact that I wrote a bunch of books thank you very much that one else go ahead is this thing the bitly links. So this is where you take a picture because I do a two-day workshop on this stuff and all the materials for the workshop. It's at that Dropbox. So Bentley, / Stern, a i Okay. AI for marketing. We have to start with a definition of what I'm talking about.

Artificial intelligence. It's this magic thing that actually is a bunch of magic things. It is natural language understanding that this noise I'm making is actually words and that's just noise. Converting that into text text into meeting and then the computer can talk back to you. That's all valuable computer vision so it can recognize stuff robots and self-driving cars because we love robots and we can't get self-driving cars fast enough in my book, it'll take a while but machine learning is what we're all going to be using. So I'm going to focus on that.

And here are the 6 rules. Here's a to-do list. What do you want to be when you grow up? What tools are going to use to get there? Do you really

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