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Machine Learning
Artificial intelligence’s influence on marketing
Alina Hückelkamp – Razorfish

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Alina Hückelkamp
Chief Strategy and Innovation
Officer/ Razorfish Germany
@psyxonaut

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Here for Tomorrow.
“Everything that can be digital will be
digital”
– Jeff Dachis (1999), Founder
Razorfish is an agency purpose-built
for the digital world.

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IBM Watson

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But... How does it work?

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Machine Learning
Any application where you use
data (past experiences) to tune /
fine-tune an algorithm for
completing a task.

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Machine Learning
Today

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Before
Searchs and select

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Today
Understand
and answer

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More Google searches take place on
mobile devices than on computers.
In 10 countries including the US and Japan.
Source: Google

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The Google App gets 30x as many
action queries by voice as by typing.
Asking your virtual assistant.
Source: Google

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What do they do on their phones?
www.bild.de
www.nyt.com
www.buzzfeed.de
www.techcrunch.de
www.cnn.com
www.spiegel.de

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The reality: Social Apps are killing
the url web
Apps = 90%
of time spent on device
Social/IM=112 min
Web=28 min
Other apps=9 min

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Less frequent, long
interactions.
High text input.
Frequent short to
medium Interactions.
Moderate text input
Very short, very frequent
interactions.
Low to no text input.
Why? Devices are getting smaller.
Learning algorithm help to curate.

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Today: Learning algorithms place information
where we go to see our friends

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More features are being inserted into these apps, to eat
even more of our time.

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And they are getting better in
fulfilling my needs
because they observe and learn.

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GAFA is focusing on customer
needs only. A one stop
destination for all consumer
needs.

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GAFA are Gatekeeper.
The Layer beteween you and your customer.
Company Consumers

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Where is machine
learning taking us
next?

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39 You can add a little something here

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All major companies
are working on a
digital assistant

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Platforms
Cortana Google Now Siri Alexa
Devices

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Different companies, same
functionality.
For now.

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... But Facebook M
stands out

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It doesn‘t only tell us the weather – it accomplish tasks – like
purchasing items, or booking tables

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It‘s powered by artificial intelligence, with people backing it up
to solve problems the AI can‘t.

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Digital Assistants will be center to peoples life and learn more
and more about its users
Cortana Google Now Siri Alexa M

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Machine learning will become so advanced and trusted, users
will allow it to complete increasingly complex tasks for their
owners

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So what can
marketers do?

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#1 While the Internet is more and more an Social App
Web, don‘t forget to be where your customers are and
understand the algorithm.
Social
112 min/day
Web
28 min/day

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#2 Should I still build Apps?
Well there is still room for new apps, as long as
you find a niché – but it‘s getting crowded.
News Communication Image
Sharing
ShoppingNavigation
Industry
App?
?

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#3 – Are Alpha Apps cutting the line between me
and my customer? They are getting more and
more between you and them, but they have smart
tools and invest a lot. Collaborate. Create benefit.
Facebook messenger lets
businesses communicate with
consumers

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MyLincoln integrated in
Google Now.
MyLincoln
Native AppGoogle Now launched
Open API

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#4 – Machines can‘t predict taste or recommend
emotional products?
Machines are getting better.
Start trusting them.
Provides playlists curated
by humans
Provides personalized
playlists curated
by an algorithm

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„ It felt like an intimate gift from someone who knew
my tastes inside and out, and wasn’t afraid to throw
me a curveball. But the mix didn’t come from a friend
— it came from an algorithm.“
– The Verge on Spotify Discover Weekly

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„Algorithms alone can’t do that
emotional task. You need a
human touch.“
- Jimmy Iovine of Apple Beats Music on music curation

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Man-Machine Collaboration
Tapping into expert knowledge to derive personalization treatments
Data Scientist
Data Scientist let the machine
find all art related content.
Using other existing algorithm
to preselect relevant and
contemporary art. Program the
algorithm to learn from the art
expert on how to select,
segment and judge. Learn
taste.
Art Experts
Look at the Articles and decide
of relevant or not. Segment and
add meta-information.
Check Machine Output, correct
and and re-train if necessary.
Help to segment target groups
and curate on taste

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#5 – How can I give my information to the Gatekeeper?
Don‘t hide it, optimize for it.

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Who is our Audience?

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Your audience is already a
machine.

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We are here

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So what could the
future look like?

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Dankeschön.
@psyxonaut