A Marketer’s Guide to Artificial Intelligence

Chicago, IL

Tuesday, August 6

8:00 am - 8:30 am

Registration and Hot Breakfast

We’ll kick off the day with a nice breakfast so you’ll have energy for the day. You’ll also be provided with lunch and breaks throughout the day.

8:30 am - 5:00 pm

Artificial Intelligence Defined

  • Science fiction vs. fact
  • Voice recognition
  • Natural language processing
  • Computer vision
  • Augmented reality
  • Robotics
  • Machine learning

Separating the Hype from the Possibilities

  • Why now?
  • General vs. narrow ai: when to roll your eyes/when to keep them wide open
  • The myth of the AI-pocalypse
  • Robots will not eat your job
  • Scary pronouncements and the reasoning behind them
    • Lack of explainability
    • Bias in the data
    • Bad actors

Intro to Marketing Analytics

  • Analytics: A prerequisite to AI and ML
  • What makes a great analyst?

EXERCISE: Marketing data literacy spectrum – Where is your organization today?

Machine Learning Explained - How ML is Different

  • From programming to statistics to machine learning
  • Examples of ML explained
    • Decision trees become a random forrest
    • Support vector machines
    • Neural networks become deep learning

What ML is Good AT: Functional Proficiency

  • Counting
  • Segmenting/clustering
  • Pattern matching
  • Anomaly detection

What AI is Good FOR: Marketing

Where Machines Fail

  • Statistics and logic are not reason and common sense

Wednesday, August 7

8:00 am - 8:30 am

Hot Breakfast

Breakfast will be waiting for you when you arrive for day two. Lunch and breaks will be provided throughout the day.

8:30 am - 4:00 pm

The New Importance of Data

  • Need for large amounts of data
  • Need for clean data
  • Need to understand data streams

On-boarding AI - How to bring AI and ML into Your Organization

  • Goal Identification
  • Task prioritization
  • Choosing useful data sets
  • Working with data scientists
  • Buy vs. build
  • Change management and expectation setting

EXERCISE: The AI maturity model – Where do you stand?

Keeping Your Job - Uniquely Human Skills & Strengths

  • Perfecting the smell test
  • The power of experience
  • The need for creativity
  • The power of collaboration
  • Soft skills become paramount

EXERCISE – Identifying the best place to start

  • What is your top, corporate goal?
  • Which is your most agile marketing task/ function/ team?
  • Who in your company is most likely to support experimentation?
  • Who in your org has budgetary discretion?
  • Where/from whom do they get their input?
  • Which repetitive tasks are best for pilot projects?
  • What is your next step?

A Look Over the Horizon - The Weird Future Right Around the Corner

  • Training an ecosystem of bots
  • Systems that negotiate with systems
  • Brand building becomes even more crucial

Open Discussion/Wrap-up