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Using AI to
revolutionize your
digital marketing, for
good
Emília Chagas
● Content manager for +8 years.
● Projects in Enterprises and SMBs, online and
offline.
● Co-founder & CEO at Contentools.com, all-in-one
content marketing platform that helps +1,000
marketing teams plan, create, distribute and
measure online content.
● AI/ML: Marketer's POV
● Trends for AI adoption in MKT
● Use cases and examplesAgenda
We're used to ML/AI
Virtual Assistants
Like Google Home, same
principle as chatbots.
Image recognition Autonomous cars
Google Photos, Amazon,
Facebook, Pinterest. 99%
accuracy.
Hybrid navigation; control
systems with accurate
detection still a challenge.
ML/AI for
Marketers
Marketers are
using ML/AI
ML/AI to revolutionize digital marketing
ML/AI to revolutionize digital marketing
State of Marketing report, 2017
"AI is an enabler"
"Automation opens up room for more creativity"
"AI means augmenting creativity"
"Automation means creatives are free for more strategic thinking"
So we hear things like...
ML/AI is "HOW".
Not "WHAT".
Same principle of
any technology
Tech is a means
to deliver the
value prop
● What can I improve today?
● Which repetitive tasks should I
STOP doing?
● How can our team become more
intelligent/productive?
Ask yourself...
1. Insight: AI can enable marketers to
know their consumers and target
them specifically.
2. Ideation: new ways to coordinate
creative direction and guide
ideation process (voice p.e.)
3. Execution: version control, mass
personalization.
4. Acquisition: transparency on
buying process, improving
efficiency and targeting.
4 main answers
Example #1: Personalized Emails
Algorithms map the subscriber's experience and their email usage to understand how they interact
with content (open rate and click throughs).
Example #2: Personalized Recommendations
Algorithm eliminates the need for manual segmentation with automated cross-channel engagement
for every user.
Example #3: Anomaly Detection
● Atypical spikes or drops
● Which specific URLs
● From what traffic source?
● Specific audience/demographics?
● Brought by which channel?
● How to avoid similar drops or
replicate the spike to create a
trend?
ML/AI to revolutionize digital marketing
A.I MARKETING ASSISTANT
I connect with your acquisition stack,
analyze your data and deliver actionable
insights.
MAX.CONTENTOOLS.COM
Thank you!
emilia@contentools.com

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ML/AI to revolutionize digital marketing

  • 1. Using AI to revolutionize your digital marketing, for good
  • 2. Emília Chagas ● Content manager for +8 years. ● Projects in Enterprises and SMBs, online and offline. ● Co-founder & CEO at Contentools.com, all-in-one content marketing platform that helps +1,000 marketing teams plan, create, distribute and measure online content.
  • 3. ● AI/ML: Marketer's POV ● Trends for AI adoption in MKT ● Use cases and examplesAgenda
  • 4. We're used to ML/AI Virtual Assistants Like Google Home, same principle as chatbots. Image recognition Autonomous cars Google Photos, Amazon, Facebook, Pinterest. 99% accuracy. Hybrid navigation; control systems with accurate detection still a challenge.
  • 9. State of Marketing report, 2017
  • 10. "AI is an enabler" "Automation opens up room for more creativity" "AI means augmenting creativity" "Automation means creatives are free for more strategic thinking" So we hear things like...
  • 12. Same principle of any technology
  • 13. Tech is a means to deliver the value prop
  • 14. ● What can I improve today? ● Which repetitive tasks should I STOP doing? ● How can our team become more intelligent/productive? Ask yourself...
  • 15. 1. Insight: AI can enable marketers to know their consumers and target them specifically. 2. Ideation: new ways to coordinate creative direction and guide ideation process (voice p.e.) 3. Execution: version control, mass personalization. 4. Acquisition: transparency on buying process, improving efficiency and targeting. 4 main answers
  • 16. Example #1: Personalized Emails Algorithms map the subscriber's experience and their email usage to understand how they interact with content (open rate and click throughs).
  • 17. Example #2: Personalized Recommendations Algorithm eliminates the need for manual segmentation with automated cross-channel engagement for every user.
  • 18. Example #3: Anomaly Detection ● Atypical spikes or drops ● Which specific URLs ● From what traffic source? ● Specific audience/demographics? ● Brought by which channel? ● How to avoid similar drops or replicate the spike to create a trend?
  • 20. A.I MARKETING ASSISTANT I connect with your acquisition stack, analyze your data and deliver actionable insights.