AI in marketing & sales

1. Access to data is what makes AI in
marketing possible. Infinite supply of
information is what makes it
necessary.

2. 2.6
2
0.4
0.2 0.2
0.1 0.1 0.1 0.1
Marketing & Sales Supply-chain
management &
manufacturing
Service
Operations
Risk Other Operations Finance & IT Strategy &
Corporate Finance
HR Product
Development
Potential value unlocked by AI applications across functions in 19 global sectors
($ trillion)
The biggest potential of value creation with AI by
function is in Marketing & Sales. But why?
Source: McKinsey Quarterly, 2018

3. Source: BCG Digital Marketing Maturity Study, 2019
First, only a small share of companies utilize cross
channel data to offer real dynamic customer experiences
8%
47%
42%
2%
Simple Campaing based
execution
Some use of owned data in
automated buying
Data integrated and activasted
across channels
Dynamic customer journeys
toward business outcome
Data utilization in marketing, BCG study 2018

4. Second, the transition from traditional to digital
commerse increase the number of data points and…
Digitalization in every part
of the transaction…
…Make access to data explode

5. Source: Postnord (2019) & U.S. Department of Commerce, (2019)
11%
16%
89% 84%
Sweden USA
E-commerce share of total commerce 2019, Sweden & USA
…we’re still REALLY early in this transition.

6. There are three main areas where AI will drive
progress within marketing & sales.
Product managers will have to make the user
experience personal. It’s not a choice. It’s necessary.
Businesses can interact with customers in ways they
have always dreamed of.
Marketers will evaluate the probability of a customer
converting before taking any action.

7. Source: Netflix
Making it personal is not something nice to have. It’s
necessary to navigate the infinite supply of information
77
123
January 2019 January 2020
Number of new titles added to Netflix
USA library
+60%
350 millions
Number of different products sold on Amazon
Source: bigcommerce.com

8. The value of outperforming your peers in customer
interaction is mindblowing. Revolut was founded in 2015
and is valued at $5,5 billions
0 20 40 60 80 100 120 140
first direct
HSBC
The co-operative bank
Ssntander
METRO BANK
Nationwide
BARCLAYS
LLOYDS BANK
Standard chartered
SOCIETE GENERALE
BNP PARIBAS
monzo
ZA
STERLING BANK
monabanq
Hellobank!
DBS
UOB
Revolut
The number of clicks to open a bank account
Source: Centre for Finance, Technology and Entrepreneurship

9. Marketers will go from applying a rule based system to a
probabilistic approach
Number of visitors on product page 100
Retargeting frequency 10
Number of Bought ad impressions 1000
Number of sold products 2
Number of visitors on product page 100
Number of visitors with a conversion
probability > 4%
50
Retargeting frequency 10
Number of Bought ad impressions 500
Number of sold products 2
Rule based system Probabilistic approach
Customer Acquisition Cost: -50%

10. “AI is 50% framing the right questions, 48% about domain knowledge about
the business problem, and 2% about advanced analytic methods to refine and
validate that hypothesis”, Abraham Wyner, Professor of Statistics at Wharton