Episode II - AI & Marketing
Marketing Concept of the Week:
AI Marketing
Artificial Intelligence is a scientific discipline in charge of developing systems that solve problems like humans AI systems have two main characteristics:
Autonomy: Ai systems should be able to perform tasks without constant guidance by a user.
Adaptivity: AI systems should be able to improve performance by learning from experience.
AI Process for Non-Technical Marketers
AI offers businesses the ability to deeply understand customer attributes, predict their behaviours, and create personalised campaigns that resonate with them, not to mention customer service automation via NLP (Natural Language Processing).
When using Ai in your business, you need to merge marketing and data science, to do so follow this process
Remarkable Marketer of the Week:
Meghan Keaney Anderson
Meghan Keaney Andersons is the Vice President of Marketing at Hubspot, she is responsible of the company’s audience & sales grow worldwide. Meghan also hosts The Growth Show and was an adjunct professor at Boston University. She has a remarkable career with outstanding results, and achievements.
Let's find out more about some of the most excellent ideas and concepts she developed during his career.
Remarkable Ideas
Below we will discuss some exciting thoughts that Meghan revealed in various publications.
Decentralized Content: Why writing is moving away from the website
Meghan believes that content marketing strategies should change and evolve according to new trends.
She thinks that in the last few years, content became decentralized, and the website-based blogs have mustn't be the star of your marketing strategy.
Marketers should not try to confine their content only to one place or channel. Let your audience consume your content anywhere they are.
Don't be afraid to go where your audience is going, and remember to not try and control this process.
Adapt and publish your content on other reliable sources too.
What Do You Do When What You’ve Always Done No Longer Works?
Meghan believes that you should follow this process whenever you find yourself or your company in this situation:
1. Build a pothole prevention report - you should check your vulnerabilities thoroughly.
2. Cutaway what is dead - when something is not working, let it go.
3. If you care about it, staff it - When you encounter problems, turn your attention from observing it to solving it;
4. Stay humble - Don't allow yourself to be over self-confident. Stay humble, ask questions, be flexible.
Hubspot’s Meghan Keaney Anderson On Why Every Marketer Should Be An Experimenter
Meghan appreciates this trait very much and thinks that is the key to success for anyone.
It is also among the characteristics she looks for when she is hiring somebody.
She normally observes the candidate's media platforms to see how much experimentation has been done.
Connect with Meghan
Meghan is a remarkable marketer that is worth following, and you can do so on the following platforms:
Marketing Tool Of The Week : MonkeyLearn
Tool description
MonkeyLearn is a Natural Language Processing tool that allows users to perform different types of text analysis with the help of Machine Learning.
The main function of the tool is to help you classify and extract data from multiple raw text files such as documents, emails, chats, tweets, webpages, and more.
MonkeyLearn allows you to upload Excel or CSV files. Your raw texts may be in the form of emails, reviews, feedback, surveys, and so on.
The MonkeyLearn text analysis models will then help convert your texts into tags automatically.
You can use tags to gather insights by linking to visualization tools such as Google Data Studio, Tableau or Looker
Features
Custom Text Classifiers: These classifiers will help easily differentiate and classify different topics, sentiments, urgency, intent, and more. It’s machine learning tools will help you build and train to classify and automatically tag any type of text.
Smart Text Extraction: Like classifiers, it can be built in a matter of seconds so you can recognize specific data in your text. This includes keywords, features, entities, and more. There is no need for manual processing as the data identified will be automatically labeled.
Integrations: There are hundreds of applications you can connect to MonkeyLearn that will take your text data analysis to the next level. Some integrations are Zendesk, Service Cloud, Survey Monkey, Google Forms, Google Sheets, Excel, Gmail, and Intercom.
Word Cloud Generation: Word clouds will visualize words within your text and you will be able to highlight popular terms depending on prominence and frequency.
Pricing
MonkeyLearn offers three plans:
Free: With this plan, you get 300 queries every month, 1 custom model, low API speed, small model size, and low priority support.
Team : $299 per month with 10,000 queries per month, 3 custom models, medium API speed, medium model size, and email support
Business: Customized price based on your needs and you’ll get your desired number of queries and custom models. You also get high API speed, large model size, and email, chat, and phone support.
Audience
Marketers, Business Owners or Product managers managing significant amounts of unstructured data looking for fast and reliable text analysis to identify meaningful insights from their audience about their product/website or campaign i.e sentiment analysis to identify customers sentiment during a customer support call
Alternatives
Here are a few alternatives to MonkeyLearn,
RapidMiner It is an easy-to-use and powerful interface that is utilized for analytic processes.
Amazon Comprehend: A Natural Language Processing (NLP) Service using machine learning to find insights and relationships in text.
Chattermill, an AI software with automated neutral networks that work best to customer feedback and customer-centric decisions.