27/10: Digital Marketing News

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Robert Ferguson. Helen Reid.

This week, Robert offers up new research from Google around the competitive advantage gained through using first party data, while Helen explores the human element of AI on the back of the recent VB Summit. Enjoy!

Marketers getting the (first) party started

New research from Google shows that leading marketers are gaining a competitive advantage by prioritising the capture of first-party data.

Google found that marketers who work for companies in the USA with over $250m annual revenue are 72% more likely than the industry average to incorporate first-party data into their marketing campaigns and communications with potential customers.

By using first-party data, such as video views and other soft conversions to map out a customer journey, leading marketers are able to give a more useful message to their target audience at each stage of the buying cycle from awareness to brand advocacy.

For more information about the research that led to these findings, click the link to www.thinkwithgoogle.com

Robert Ferguson, Senior Paid Media Manager

 

The human element of AI

An article caught my eye this morning. It explores the rise of AI, but digs deeper into the human element of AI. The role of human talent, and that layer of human decision that harnesses the layers of technologies, information and data to generate the best possible outcome.

Ok, I’ve cheated a little bit. This is not a single article, but a collection, curated by VentureBeat, on the back of its recent VB Summit in California. The overview of articles provides an inspiring look at the opportunities of AI technologies in various stages of maturity, and the people applying their talent to drive its advancement. I’ve picked out one story that stood out, but each one is worth a read.

Amazon’s Alexa Engine VP, Al Lindsay, demonstrates that he (and his team) holds the strategic vision to accept that voice computing will probably not replace the graphical user interface entirely. In some cases, a blend of both is best for us humans. He explained: “If you can imagine a voice reading back to you a list of 10 items so you can get the one you want, it’s probably not the optimal experience. So I think there’s a sweet spot of combination of multimodal experiences, where voice forward — which we’re focused on — is supplemented with a screen for glanceable information or viewable information that allows your brain to process things more quickly.” He spoke about the “natural“ pathways for the technology to be used in the future, from plans to enter cars, to enter the workplace, and the potential to help offset human loneliness.

These certainly appear to be natural pathways, but it takes a collection of smart people with the understanding of ‘Why’, together with the vision to make it happen, and commitment to make it work that makes the greatest advancements.

It's an interesting collection of articles and viewpoints from broad range of people “in the trenches” of the AI movement, from Pinterest, Cisco, LinkedIn, Google and Amazon, in addition to a number of startups including Amplero, Datorama, Persado and Clari. Definitely worth a read!

Helen Reid, Marketing Manager

 

That's it for this week, folks. Remember to tweet us @dogdigital or hit us up on Facebook if you have any comments or questions!