Blog Abstract: Brand Management in the Age of AI

From time to time, team members will share their views stimulated by content from an industry thought leader. Here, our CEO, Lisa Maier, discusses the recent Branding Strategy Insider article, “Brand Management in the Age of AI” by Kevin Keohane. 

This is an interesting article because it begins to explore what AI and rapid consumption and integration of customer data might mean for the expression of a brand. In the past, a ‘brand’ has been a stalwart of consistency until such time there is deemed to be a need for a wholesale change, after which it again locks into position of what the author calls “ruthless consistency.” After all, this is what is needed for a brand to be crisply understood and related to by its target market segments.

But there is an increasingly strident argument that no brand can maintain its relevance in the most effective manner … Continue reading

The New Transparency: Are You a Data ‘Have’ or ‘Have-Not’?

From time to time, team members will share their views stimulated by content from an industry thought leader. Here, our CEO, Lisa Maier, discusses the recent AdAge article, “THE NEW TRANSPARENCY: ARE YOU A DATA ‘HAVE’ OR ‘HAVE-NOT’?” by Julie Fleischer, Neustar.

Love the tone of this article, just a little cheeky. But she is right when she point out this stark reality:

“Let’s reflect for a moment on some of today’s biggest business stories:

  • Amazon has crushed retail
  • Uber and Lyft have changed the taxi game
  • Dollar Shave Club got acquired by Unilever for $1 billion
  • Facebook and Google dominate media

All these brands have one thing in common: they are the ‘haves,’ companies founded on and built by data. Those without a direct link to customer data? They are today’s brand ‘have-nots.’ “

The DirectiveGroup agency was founded 10 years ago to ride on – and … Continue reading

Full Digital Marketing Attribution and Choosing the Right MarTech Solution

Marketing Technology is just exploding these days. It is amazing to hear the statistic that on average, B2B companies with robust marketing groups use over 90 MarTech tools. Wow!

Marketing technology has the purpose of furthering the attainment of marketing goals. However, just as with many new tools and processes, there can be a subtle shift from reaching the goal that MarTech tool is designed to help with to fully and robustly using the MarTech tool. This is certainly true with tools that are designed to help a marketing manager make sense of the attribution data generated from digital marketing such that it can be actionable. So once a CMO or marketing leader has obtained these tools, he or she probably has some new problems.

This problem had originally cropped up because marketers had engaged in digital marketing, which held great promise to not only deliver results, but also to … Continue reading

Types of Machine Learning

There are three major types of machine learning that exists today. Within each type, there can be hundreds of different techniques for machine learning based on a statistical or mathematical principle, which makes them highly effective in certain circumstances.  1) Supervised machine learning, which is task driven, 2) Unsupervised machine learning, which is data driven, and 3) Reinforcement machine learning, which is feedback driven.

1. Supervised Machine Learning

Supervised machine learning algorithms and software are trained to recognize something using labeled examples. It uses patterns through methods like classification, regression, prediction and gradient boosting, to predict the values of unlabeled data. It receives a known training library of inputs along with the corresponding correct outputs and the algorithm modifies the model by comparing its actual output with correct outputs to find errors.

For example, machine learning algorithms help sift messages as spam in your inbox through training received from users … Continue reading

Use Marketing AI to connect your channels, devices, platforms. No cookies, no ad fraud.

If you are an executive at a company that is looking to significantly improve the performance of your marketing programs, things could radically change for the better in a relatively short amount of time through new technology-based marketing tools that make use of Artificial Intelligence (AI). What’s more, our solution is cookie-free, it is not challenging to implement, it is not expensive, and it doesn’t take a long time to begin seeing results. Say what?

The basics: AI, or machine learning, uses powerful technology to sift through mountains of data to find patterns (learn) that are associated with specific outcomes, which – for many companies – are greater conversions. As a result of this learning, marketers and strategists can pare down and focus their efforts to deliver precise and specific digital content – at the right time in the right place in the sales process – that will lead to … Continue reading