Marketing & The Machine helps marketing professions make sense of how artificial intelligence and machine learning impacts their craft. I aim to cut through the noise in a fun and thoughtful way, distilling the latest industry news and giving you actionable insights so you can make sound marketing decisions with a clear perspective.
Look for new episodes every month.
Subscribe today in your favorite podcast app.
Find out more about the host, Bob Hazlett, at https://www.bobhazlett.com/
#4 Marketing & the Machine - Page optimization with ML, AI tips for holiday retailers, Inside TikTok's algorithm, and McDonald's goes digital
Marketing & The Machine helps marketing professions make sense of how artificial intelligence and machine learning impacts their craft. I aim to cut through the noise in a fun and thoughtful way, distilling the latest industry news and giving you actionable insights so you can make sound marketing decisions with a clear perspective.
Story 1
How AI is Changing the Way We Optimize at Unbounce
https://unbounce.com/marketing-ai/smart-traffic-experiments/ (https://unbounce.com/marketing-ai/smart-traffic-experiments/)
Unbounce is out with a new tool powered by machine learning that will have you rethinking how you currently A/B test and optimize landing pages without all the baggage it comes along with.
Story 2
5 Tips To Build a Post-COVID-19 Retail Strategy
https://risnews.com/5-tips-build-post-covid-19-retail-strategy (https://risnews.com/5-tips-build-post-covid-19-retail-strategy)
The holiday retail season is here! And for all the good boys and girls I’m giving out 5 suggestions on how retailers can take advantage of AI and machine learning tools to survive the holiday season and prosper into 2021.
Story 3
Inside TikTok's killer algorithm
https://www.axios.com/inside-tiktoks-killer-algorithm-52454fb2-6bab-405d-a407-31954ac1cf16.html (https://www.axios.com/inside-tiktoks-killer-algorithm-52454fb2-6bab-405d-a407-31954ac1cf16.html)
Psst, wanna know a secret? TikTok’s algorithm is so good it can pinpoint your likes after as few as 8 videos. Last month, TikTok executives revealed how they use machine learning to keep users hooked and profits growing.
Want more detail on TikTok’s recommendation engine? Check this out https://towardsdatascience.com/why-tiktok-made-its-user-so-obsessive-the-ai-algorithm-that-got-you-hooked-7895bb1ab423 (https://towardsdatascience.com/why-tiktok-made-its-user-so-obsessive-the-ai-algorithm-that-got-you-hooked-7895bb1ab423)
Story 4
McDonald's Is Using AI and Data to Optimize Its Supply Chain
https://supplychainnext.wbresearch.com/blog/mcdonalds-ai-data-optimize-supply-chain (https://supplychainnext.wbresearch.com/blog/mcdonalds-ai-data-optimize-supply-chain)
McDonald’s is jumping into the artificial intelligence game! After their acquisition of Dynamic Yield in 2019, the golden arches have begun implementing AI tools to help them with everything from managing everything from supply chains to boosting the customer experience in real-time.
Learn more about McDonald’s acquisition of Dynamic Yield https://www.forbes.com/sites/forbestechcouncil/2019/04/26/what-you-can-learn-from-mcdonalds-acquisition-of-dynamic-yield/#2ed9cd916f4e (https://www.forbes.com/sites/forbestechcouncil/2019/04/26/what-you-can-learn-from-mcdonalds-acquisition-of-dynamic-yield/#2ed9cd916f4e)
Thanks for listening. You’ll hear from me again in November.
Subscribe to Marketing & The Machine in your favorite podcast app. Find out more about the host, Bob Hazlett, at https://www.bobhazlett.com/ (https://www.bobhazlett.com/)
29 Aug 2020
#3: Marketing & The Machine - Amazon trains future machine learning experts, What the heck is GPT-3?, and How conversion modeling will save our cookie-less world
Marketing & The Machine helps marketing professions make sense of how artificial intelligence and machine learning impacts their craft. I aim to cut through the noise in a fun and thoughtful way, distilling the latest industry news and giving you actionable insights so you can make sound marketing decisions with a clear perspective.
Story 1
Amazon's Machine Learning University is making its online courses available to the public
https://www.amazon.science/latest-news/machine-learning-course-free-online-from-amazon-machine-learning-university (https://www.amazon.science/latest-news/machine-learning-course-free-online-from-amazon-machine-learning-university)
Amazon is making its internal machine learning training classes available to the public. Papa Bezos has started to realize that it’s gonna take a lot more big brains to complete his death star. You get some computer vision skills! You get some natural language processing expertise!
See Amazon’s Machine Learning University on YouTube at https://www.youtube.com/channel/UC12LqyqTQYbXatYS9AA7Nuw/featured (https://www.youtube.com/channel/UC12LqyqTQYbXatYS9AA7Nuw/featured)
Story 2
GPT-3 Explained
You down with GPT-3? Yeah, you know me! Have you heard of this? It-just-might-be-the-closest-we’ve-come-to-real- human-intelligence-from-a-machine. I’ll break down what it is, how it works, and how marketers might use it in the future.
Find more GPT-3 explainers in these links:
https://a16z.com/2020/07/29/16mins-gpt3-natural-language-neural-net-deep-learning-few-shot-zero-shot/ (https://a16z.com/2020/07/29/16mins-gpt3-natural-language-neural-net-deep-learning-few-shot-zero-shot/)
https://www.theverge.com/21346343/gpt-3-explainer-openai-examples-errors-agi-potential (https://www.theverge.com/21346343/gpt-3-explainer-openai-examples-errors-agi-potential)
https://www.nytimes.com/2020/07/29/opinion/gpt-3-ai-automation.html (https://www.nytimes.com/2020/07/29/opinion/gpt-3-ai-automation.html)
See how GPT-3 is being used in marketing
https://analyticsindiamag.com/open-ai-gpt-3-code-generator-app-building/ (https://analyticsindiamag.com/open-ai-gpt-3-code-generator-app-building/)
https://twitter.com/runwayco/status/1285134561878278145 (https://twitter.com/runwayco/status/1285134561878278145)
https://gpt-tailwind.com/ (https://gpt-tailwind.com/)
https://medium.com/better-marketing/how-gpt-3-will-practically-and-ethically-impact-the-world-of-blogging-399b71bb50cc (https://medium.com/better-marketing/how-gpt-3-will-practically-and-ethically-impact-the-world-of-blogging-399b71bb50cc)
Story 3
Why conversion modeling will be crucial in a world without cookies
https://www.thinkwithgoogle.com/marketing-resources/data-measurement/conversion-measurement-in-a-cookieless-world/ (https://www.thinkwithgoogle.com/marketing-resources/data-measurement/conversion-measurement-in-a-cookieless-world/)
The storied cookie is on a slow death march, and marketers are freaking out. Take some breaths and let me show you how machine modeling can help you get an accurate, privacy-centric view of your customer while still showing marketing's impact.
Read The Marketers Playbook for Navigating Today’s Privacy Environment at https://www.thinkwithgoogle.com/marketing-resources/experience-design/marketing-privacy-playbook/ (https://www.thinkwithgoogle.com/marketing-resources/experience-design/marketing-privacy-playbook/)
Subscribe to Marketing & The Machine in your favorite podcast app. Find out more about the host, Bob Hazlett, at https://www.bobhazlett.com/ (https://www.bobhazlett.com/)
25 Jul 2020
#2: Marketing & The Machine - Adobe uses AI to help better target your content, Google rolls out new predictive capabilities and MonkeyLearn has an AI low-code app that even a non-techie can use
Marketing & The Machine helps marketing professions make sense of how artificial intelligence and machine learning impacts their craft. I aim to cut through the noise in a fun and thoughtful way, distilling the latest industry news and giving you actionable insights so you can make sound marketing decisions with a clear perspective.
Story 1
Adobe Tests an AI recommendation tool for headlines and images (https://www.adobe.com/summit/2020/project-snippets-summit-sneak.html)
Adobe recently demoed a prototype showing a new way to use artificial intelligence to automatically personalize website content for different visitor personas.
Story 2
New predictive capabilities in Google Analytics (https://blog.google/products/marketingplatform/analytics/new-predictive-capabilities-google-analytics)
New predictive marketing tools in Google Analytics are going head-to-head with Facebook’s offerings and helping you better target potential buyers and potential churners.
**Prerequisites (https://support.google.com/analytics/answer/9846734)**
In order to successfully train predictive models, Analytics requires the following:
A minimum number of positive and negative examples of purchasers or churned users. In order to be eligible, it is required that 1,000 users triggered the relevant predictive condition and that 1,000 users did not.
Model quality must be sustained over a period of time to be eligible.
Predictive metrics for each eligible model will be generated for each active user once per day. If the model quality for your property falls below the minimum threshold, then Analytics will stop updating the corresponding predictions and they may become unavailable in Analytics.
You can check the eligibility status of each prediction by going to the predictive section within suggested-audience templates in the audience builder.
Additional info on setting up predictive metrics in Google Analytics: Here’s how to sign up for the App + Web property beta (https://support.google.com/analytics/answer/9744165?hl=en) as well as a step-by-step tutorial on audience creation and predictive metrics (https://support.google.com/analytics/answer/9267572). Ensure you have purchase events implemented (https://support.google.com/analytics/answer/9268036?hl=en) or you’re automatically measuring in-app purchases (https://support.google.com/firebase/answer/6317485?hl=en).
Story 3
MonkeyLearn raises 2.2M to build out its no-code AI text analysis service (https://techcrunch.com/2020/07/07/monkeylearn-raises-2-2m-to-build-out-its-no-code-ai-text-analysis-service/)
If you can manage a spreadsheet, then a new low-code app promises to help even the tech defunct parse, train, and get real results from their data.
Misc.
Sign up for Machine Learning for Business Professionals for free on Coursera (https://www.coursera.org/learn/machine-learning-business-professionals).
Look for new episodes every-other-week. Subscribe today in your favorite podcast app. Find out more about the host, Bob Hazlett, at https://www.bobhazlett.com/ (https://www.bobhazlett.com/)
6 Jul 2020
#1: Marketing & The Machine - RankBrain, Facebook's ML ad algorithm, and AI is hard for big biz
Marketing & The Machine helps marketing professions make sense of how artificial intelligence and machine learning impacts their craft. I aim to cut through the noise in a fun and thoughtful way, distilling the latest industry news and giving you actionable insights so you can make sound marketing decisions with a clear perspective.
Story 1
How Machine Learning in Search Works: Everything You Need to Know (https://www.searchenginejournal.com/search-engines/machine-learning/)
SearchEngineJournal.com breaks down how Google’s Machine Learning algorithm learns and the best ways to feed it what it wants.
Story 2
How Does Facebook Use Machine Learning to Deliver Ads? (https://www.facebook.com/business/news/good-questions-real-answers-how-does-facebook-use-machine-learning-to-deliver-ads/)
A look into how Facebook uses Machine Learning to deliver relevant ads to billions of users each day.
Story 3
Businesses are finding AI hard to adopt (https://www.economist.com/technology-quarterly/2020/06/11/businesses-are-finding-ai-hard-to-adopt)
Large corporations are frustrated with the results they’re getting from their AI projects. Is this a case of over-hyped technology?
Look for new episodes every-other-week. Subscribe today in your favorite podcast app.
Find out more about the host, Bob Hazlett, at https://www.bobhazlett.com/ (https://www.bobhazlett.com/)
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