The Future Is Now: How AI Finds Actionable Patterns In Data
Featuring RK Maniyani, CTO, True Influence
Artificial Intelligence, or AI, is a hot topic in B2B marketing. As with all buzzwords, most press coverage of AI focuses on cutting-edge, or even futuristic applications of the tech that aren’t entirely proven, at least in real practice for most companies.
At True Influence, we emphasize what we called “Fact-Based” analytics – carefully examining historical data to find marketing tactics that are actually working.
We believe in our proven approach. AI is essential in analyzing the massive volumes of data, now available, about potential customers and your marketing channels. This is true of the information you collect via your own systems, as well as that found by third-party intent monitoring data services, such as True Influence’s InsightBASE, that have been identified as an essential B2B marketing component by no less an authority than SiriusDecisions.
In fact, a smart overview from the Content Marketing Institute suggests that having insufficient or poor-quality data is a key risk factor with deploying AI. Without a large enough pool of information, AI can out-think itself, and come to the wrong conclusions. However, with enough data, AI is becoming an essential tool in differentiating yourself from the completion.
What is AI, really?
At its most basic, AI describes machines that are smart enough to perform tasks and make decisions that we typically think of as requiring human intelligence. It never rests and is constantly available to think through new data and personalize your marketing efforts on a per-contact level.
AI is not always easy to spot at the surface level. For example, some chatbots may seem incredibly intelligent, but behind the scenes they may actually be accessing data based on a ruleset that’s no more complex than an Excel pivot table. This type of “intelligence” will fall short in spotting meaningful trends with any significant volume of data.
Machine Learning is the most prevalent form of true AI in use today. Machines “learn” what to do, and spot trends based on analysis of historical data. Machine Learning has been in use at services like Google Adwords since 2008 for both historical and predictive analysis. True Influence, for example, employs Machine Learning AI to analyze the intent signals gathered daily from across the internet.
Neural Networks are another model of AI, which mimic the functionality of the human brain, by passing information through layers of processing, and collectively interpreting the signals, to spot or predict patterns.
How AI Is Being Used Today
You’ll find AI applications in almost every segmentation and personalization marketing technology. Some use cases, such as PPC ad spend optimization, have been around for years, while others are now only on the verge of real operational benefit.
Email campaign targeting
PPC Targeting and Optimization
Personalized Content Curation and Creation
Once you successfully engage a user, AI can personalize their experience through highly curated content, and even content creation. Most email systems and web site CMSs support these functions, that are now based on a handful of criteria. AI can evaluate hundreds of factors to determine the best CTA or related content to present to a specific user. A recent survey found that 33 percent of marketers already use AI to personalize content, and the trend will surely continue to grow.
Some current examples of AI-powered content optimization include:
AI Has Been Learning for a While, Now
AI has been in use at larger data-driven marketing and advertising companies for years, and as the technology matures, it will create almost unlimited optimization opportunities for your own B2B Marketing efforts. But AI will require a lot of high-quality data to fuel its analysis, and a touch of human intuition to prioritize key factors in engaging with your audience.