How do I get your attention? You’re overloaded with information, right? Speed and noise are two characteristics that define our world today and that makes it increasingly difficult for me to get YOUR ATTENTION.
^ h OW做我得到你的注意？ 您信息太多了吧？ 速度和噪音是今天定义我们世界的两个特征，这使我越来越难以引起您的注意。
Social networks, saturation of news, some fake ones, others not that much, emails, messages, … all of this continually consumes us. Don’t you think it is magical that despite that, companies are able to communicate with us and capture a small part of our attention?
Let’s talk about AI in Marketing as the enabler to identify potential leads, hyperpersonalize offers and communication, as well as adapt the text and language used in each of the messages contained in company campaigns according to attributes such as age, personal situation or preference of customers.
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Have you heard about clustering or customer segmentation? What about proactive identification of common consumption patterns? Typical, right?
您是否听说过集群或客户细分 ？ 如何主动识别常见的消费模式 ？ 典型的，对吧？
The right ad, with the right message and offer, placed at the right time in the right channel focused on the right audience.
正确的广告 ， 正确的信息和报价 ，在正确的时间投放在正确的渠道上，聚焦于正确的受众 。
However, how much do companies spend on advertising?
他们可以通过AI优化广告支出吗？ (Can they optimize Ad Spend through AI?)
What do we want to know? How much should the advertiser spend on each of their campaigns.
In other words, we want to determine the optimal cost, timing and means to carry out advertising campaigns.
换句话说，我们要确定进行广告活动的最佳成本 ， 时间和手段 。
Nowadays, AI systems can help us identify the channel, the message and even adjust the advertising investment plans for each of our advertising campaigns, analyzing their performance and continuously monitoring the different communication channels. And not only that … Thanks to AI we can track not only the performance of an advertiser’s campaigns, but also their competition.
It is what we call “situational awareness”. As markets evolve and constantly change their patterns, AI-based systems can adjust ad spending by milliseconds by changing advertising content and communication channels.
这就是我们所说的“情境意识” 。 随着市场的发展并不断改变其模式，基于AI的系统可以通过更改广告内容和沟通渠道，以毫秒为单位调整广告支出。
There are techniques called MMM (Marketing Mix Modeling) that allow us to quantify the impact of different marketing inputs on Sales or Market share. Thanks to MMM we are able to know the contribution of each of these variables or marketing inputs in sales and what is the estimated investment that we must dedicate to each of them.
This technique is based, among others, on ML & AI algorithms such as Multi-Linear Regression. Our dependent variable may be Sales or Market Share, while our independent variables may be distribution, pricing, spending on paper advertising, TV spending, website visitors or promotional spending, among many others.
Some of these variables do not necessarily have a linear relationship with sales, such as TVspending, that is, they are not directly proportional to the increase in sales (they are non-linear). Why? An advertisement will create awareness in the audience up to a certain point, from which a greater exposure of it would not create a greater awareness because audience will already know enough about the brand.
其中一些变量不一定与销售额具有线性关系，例如电视支出，也就是说，它们与销售额的增长不成正比( 它们是非线性的 )。 为什么？ 广告将在一定程度上提高受众的知名度，因此，广告的更多曝光不会产生更大的知名度，因为受众已经对品牌有了足够的了解。
We will also have to take into account Sales. At MMM, sales must be divided into two components: base sales, or what we will obtain without carrying out any type of advertising; and incremental salts, generated from marketing activities.
我们还必须考虑到Sales 。 在MMM，销售必须分为两个部分： 基本销售 ，或者我们将不进行任何类型的广告而获得的销售 ； 和营销活动产生的增量盐 。
Now, where do we place the ads?
This can be difficult for a human to know. However, thanks to AI we can get to scan the content of thousands and thousands of pages to determine which ads are the most appropriate according to which channel and audience which consumes that page.
Let’s dive into the world of …
广告制作。 (The creation of commercials.)
What is the perfect content for an advertisement? Can AI guide us in creating content to increase response rates?
There are different techniques such as NLG (Natural Language Generation) used by companies such as the Associated Press, based on the creation of text from structured data. This type of techniques would allow us to create analytical reports, blogs and product descriptions with standardized formats.
基于结构化数据的文本创建， 美联社等公司使用了多种技术，例如NLG(自然语言生成) 。 这种类型的技术将使我们能够创建具有标准化格式的分析报告，博客和产品说明。
We can find one clear example with PR 20/20, the marketing agency behind the Marketing Artificial Intelligence Institute, which has reduced the time and production of reports by 80% thanks to NLG.
Companies like Textio are helping companies like Twitter, P&G, Slack or Nestle in creating “augmented writing” by avoiding gender bias or jargon that may be inappropriate when creating content such as job posts.
And not only that … AI has helped us to significantly reduce the number of fraudulent ads. In 2018 they doubled compared to the previous year.
Get ready for the next November elections in the United States!
下一个是什么？ (So, what’s next?)
Although we may not appreciate it or be unaware of it, AI is changing the world of advertising. Let’s see it as a great competitive advantage:
尽管我们可能不欣赏它或不知道它，但AI正在改变广告界 。 让我们将其视为巨大的竞争优势：
Let’s lessen the frustration with more relevant and effective ads.
If we do this, we will improve the media spending strategy, the decision-making capacity and it will mean an increase in the sales of our clients.