What if your virtual agent could read? The benefits of integrating conversational AI for the enterprise

Automation is changing the way the enterprise operates and how people work across a broad range of business processes. So much so that organisations who still lack an ambitious and rigorous automation agenda risk being left behind. The benefits of automating many business processes are clear, with time-savings and efficiencies leading the list of benefits for many businesses. External and customer-facing businesses are automating much of their customer service operations, with some...

28 May 2020 | Advertising Technology

Aimee Stone Munsell, CMO, Contentsquare: On leadership, learning, and lateral job moves

Aimee Stone Munsell, chief marketing officer at digital experience software provider Contentsquare, is a firm believer in the adage that a leader is only as good as their team. "A leader's job is to make themselves obsolete," she tells MarketingTech.

Realising the bluntness of that statement, Stone Munsell (left) laughs and clarifies. "What I mean by that is my job is to create at each level of management and leadership, to make the people underneath you successful and the...

18 May 2020 | CMO

Carol McNerney, CMO, Information Builders: Marketing through digital and business transformations

If you begin a career in marketing and have ambitions to go to the very top, you want to become a chief marketing officer (CMO). Or at least, in most companies you do. For others, it is a question of semantics.

IBM, where Carol McNerney, CMO at business intelligence software provider Information Builders, cut her teeth, had traditionally been cut up into silos, with vice presidents (VPs) in charge. Indeed, it was only 2016 that the Armonk giant ‘officially’ hired its...

22 April 2020 | CMO

The Domino’s effect: New personalised advertising campaign sees tenfold return

Anyone can claim they have become a technology company, regardless of their industry, but for Domino’s Pizza, when the company’s mission changed more to delivering pizzas, rather than creating them, it really was the case.

With a mantra to ‘outsmart rather than outspend’, the company’s latest initiative has proven wildly successful. A recent personalised display advertising campaign in the UK generated a 10:1 incremental return on spend, generating more...

12 February 2020 | Advertising

The new marketing jobs which will emerge in the next decade – from creative to data

Once upon a time, the world of the marketer was very simple: acquire people’s attention and then shout the loudest. This approach worked well with fewer channels and longer attention spans. Today, however, we are assailed with literally hundreds if not thousands of messages every day, with algorithms that predict exactly what to serve our audiences and when.

The business of marketing is now fiendishly complex to master. One wrong step and brands that have taken years to build...

29 August 2019 | Automation

Why AI should not be treated as a KPI for marketers right now

In the past 12 months artificial intelligence (AI) adoption rates have tripled, while almost half of businesses have already integrated at least one AI tool into their data management systems. According to many industry predictions, these numbers are only set to increase.

Although AI has proven benefits in specific areas (such as providing marketing insights), vendors are witnessing an increase in requests for proposals (RFP) that specify the need for AI requirement with no...

30 July 2019 | Automation

Getting started on the data-driven content journey: Machine learning models and upskilling SEO

Lee Wilson, head of services and SEO at Vertical Leap, has had enough of organisations putting together elaborate campaigns, content and metrics which ultimately don’t go anywhere. All that wasted effort from businesses who have the right intentions. So what are the biggest mistakes companies can make?

“Fundamentally, this occurs as content is created based on assumption, gut feel, plus broader perceptions that ‘it seemed like the right thing to do at the...

18 June 2019 | Content Marketing

Netflix and machine learning is one thing – but for the rest of TV, AI is just hype

Artificial intelligence (AI) hype is everywhere. But does AI truly have a place in the TV industry? 

Electronics company, LG, is testing smart assistant integration that could streamline TV interaction, meaning it may soon be time to say goodbye to your remote. When it comes to content, the BBC used AI to create programming; with two nights of AI-assisted content for BBC “4.1”. While over in China, in a...

17 May 2019 | Advertising Technology

The SEO/data analyst hybrid: Why you should advocate for data-driven decision making in a content-driven field

The digital landscape is continually evolving—and the major search engines regularly roll out new algorithm updates—so SEO specialists have learned to stay flexible and reactive. As the industry inches closer and closer to relying on comprehensive machine learning, data points, SEO professionals must again evolve with the times. Content was king—and in some sense, it still is—but more and more SEO professionals see the writing on the wall and are expanding their...

30 January 2019 | Data Science

Data strategies: Fix it, don’t stitch it

The quality of (big) data has for a long time been a crux for CMOs. Instead of creating a true view that positions their brand to make sound decisions, CMOs are having to "stitch together" their data from different sources. They’re creating data Frankenstein monsters from different warehouses, assembling disparate findings, and failing to optimise decisions around the customer journey. This isn’t efficient, easy or effective. It’s therefore...

14 January 2019 | Advertising