Artificial Intelligence | DirectiveGroup

Artificial Intelligence in Marketing

Machine Learning That Gets You Further, Faster

Just when you thought the digital transformation of industries and companies could not go at a faster speed than breakneck, big data value is (finally) delivered by a little darling: Artificial Intelligence. Gone are the days of sifting through mind-numbing mountains of data to find itty bitty insights, or implementation of spurious *intuitive* business and marketing ideas, or even having a lot of 'descriptive data' that was left flaccid by the unanswered, "so what?" questions. Arrived is the day that your software points out conversion paths for highest ROI or shows you which content existing and prospective customers like – and in what order.

So, you may be asking, "just what is this?" … and, "is it important to me?"

The answer: Aside from the qualifying factors that would make your company a good candidate or not, if you are committed to a future that includes digital communication and marketing – particularly across many platforms and venues, then this is decisively of value and potential benefit to you. So we’ll answer some questions you might have and to explain our thinking.

At a high level, what does artificial intelligence do and what does it offer to you?

Artificial intelligence that is of value to the marketing effort is also known as machine learning. Massive amounts of data are churned through, and instead of just providing summary descriptive statistics, there is ‘learning’ that occurs by the detection of patterns in the data. From these analyses, predictions and recommendations (prescriptive analytics) are provided.

This ability to drive improvements in conversions through changes in marketing derived from these recommendations is the essence of artificial intelligence / machine learning as it is applied in marketing today. So, we’ve moved from prescriptive analytics (what happened) to anticipation (what will happen) to prescriptions (what to do).

What are some key features of our artificial intelligence offering?

Our product offering has several key features that are of importance to marketers:

Agnostic SaaS Marketing AI Platform

Our SaaS product is agnostic, which means that you don't get it bundled within an existing CRM (customer relationship management) platform, MAP (marketing automation platform), CMP (content marketing platform). Yet it can be integrated with all three, so its learnings become part of your workflow.

Masterful Segmentation

Our AI platform offers you the ability to identify and segment your audience so that you can gain aggregate understanding, and the ability to identify specific paths that segments or individuals use to get to (or not get to) conversions.

Cookie Free

We are cookie free, and we have the ability to track an individual across devices and platforms. This automatically gives you more data (at least 40% on average), and less false information from users who are no longer tracked as separate people as they use multiple devices or platforms to interact with you.

Machine Learning Takes You Further

The machine learning associated with our AI platform starts with descriptive data during the first phase, which is similar to what you’d get with any analytics software. Once the learning starts happening, there is a progression to a second predictive phase which is when the software starts guessing what will happen next and checking the accuracy of its guesses. As the learning approaches a high level of accuracy, there is movement to the third and final stage, which is prescriptive. At this point, recommendations are given to the marketer so changes to the marketing tactics and/or content can be made. All of this information is available to you via a dashboard that also shows what is happening in real time.

Digital Tactics Guidance

Specific capabilities of our platform include optimization of autonomous media buying platforms, automatic segmentation and segment messaging recommendations, and cross-channel recommendations across paid and non-paid platforms, as well as cross-channel and cross-device testing and optimization, plus in-depth analytics and insights.

Easy To Get Started

Implementation is through a simple code installed on your owned web properties and API access to other data sources that you wish to be integrated. Custom integrations are available to provide differing levels of autonomous actions as time progresses.
How does this get implemented for your company?

Initial implementation is super-simple. Our code is akin to the Google Analytics code many are familiar with, and placement of the code on your webpages takes minutes. Existing API integrations are quick as well, and custom integrations can be built can be to connect with other important platforms or sources of data. Within days of your code placement, we will review your dashboard components with you, and you can begin watching the gathering of data, and the culling of information.

Because machine learning is dependent on large amounts of data, your program will progress in three phases over the course of time (weeks or months, depending on data flow). You will first see how our product starts to group and segment prospects and/or customers, test, iterate… then comes learning in the form of testing of predictions, and finally, prescriptive recommendations or autonomous actions.

What can you expect to gain from your implementation?

The value and importance of our marketing artificial intelligence program is that you no longer have to guess about what is working or not working for you, nor do you need to make hypotheses to test your theories, or in some cases, you may not even need to manually optimize.

All of these changes will ultimately lead to more learning inside your organization, a higher ROI for your marketing spend, and with proactive and preemptive or anticipatory actions, can lead to a competitive advantage for you vis-à-vis your competitors.

Why Choose DirectiveGroup?

  • You want an experienced digital marketing company that is recognized for getting results.
  • You are facing digital disruption or industry transformation.
  • You consider your digital requirements to be somewhat complex.
  • You realize that you need a strategic approach that is fully integrated.
  • You understand that in the age of 'big data' a data-driven "business intelligence" focus is… well… intelligent.
  • You need to maximize effectiveness and performance of your MarTech Tool Stack.
  • You are or intend to be an industry leader in your category.

What are Your Next Steps?

The right partner can make all the difference. At DirectiveGroup, we will guide you and help determine if Artificial Intelligence is right for you. If you're ready to get in on this exciting value add for your business, give us a call toll-free at: 1-866-925-9524 to schedule a demo.

We have so many leads coming in

"I have been a customer of DirectiveGroup for a long time. We have so many leads coming in, if our staff isn't here all day every day, they get behind. Our marketing program is running about as perfectly as we could hope for."

Ian W. / Founder & Owner / Log Home Restoration & Construction Company


Words, words, words... What's a marketer to do?

Leaving so soon? As a parting gift, please take this nice quote with you...

"Leap and the net will appear."
- Gaelyn Foley
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