Check out Jerry Rackley's presentation on AI Marketing

1. AI Marketing: What Instructors Need
To Know for the Classroom in 2019
#StukentDS19
JERRY RACKLEY
MARKETING EXECUTIVE-IN-RESIDENCE
- OKLAHOMA STATE UNIVERSITY
@jrackman @Jerry Rackley (LinkedIn)

2. AI in Marketing: the Hype
#StukentDS19

3. The Future: the new CMO?
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JERRY RACKLEY
@Jerry Rackley (LinkedIn)

4. A Lot of Content & Dialogue
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JERRY RACKLEY
@Jerry Rackley (LinkedIn)

5. What the Analysts Say
“Innovation Insight: Artificial Intelligence Will Transform
Marketing.” Bryan Yeager, November 2017.
“Artificial Intelligence Will Spark A Real Marketing Renaissance.”
Thomas Husson, August 2018.
“AI Will Enable B2B Marketers To Deliver Customer-Driven
Engagement At Scale.” Steven Casey, October 2018.
JERRY RACKLEY
@Jerry Rackley (LinkedIn)
#StukentDS19

6. What About Adoption?
A Demand Metric study to be released in April 2019 will show:
● B2B Marketers rate their understanding of AI just slightly
above average.
● Current Adoption of AI is slightly less than 1 in 5 B2B
marketing organizations
JERRY RACKLEY
@Jerry Rackley (LinkedIn)
#StukentDS19

7. What About Adoption?
JERRY RACKLEY
@Jerry Rackley (LinkedIn)
#StukentDS19
AI in Marketing

8. #StukentDS19
JERRY RACKLEY
@Jerry Rackley (LinkedIn)
In 2017 predicted it will take 10 years
for AI in marketing to reach mainstream.

9. AI in Marketing Today
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10. 3 Kinds of AI for Most Use Cases
Scott Brinker, Chiefmartec.com
● Machine learning
● Propensity modeling
● Natural-language processing (NLP)
JERRY RACKLEY
@Jerry Rackley (LinkedIn)
#StukentDS19

11. 15 Applications of AI in Marketing
Dr. Dave Chaffey’s Model:
● Reach
● Act
● Convert
● Engage
https://www.smartinsights.com/managing-digital-marketing/marketing-innovation/15-applications-artificial-intelligence-marketing/JERRY RACKLEY
@Jerry Rackley (LinkedIn)
#StukentDS19

12. Where AI is Contributing Today
AI is already making a difference for early adopters throughout
the funnel, particularly in these areas:
● Targeting
● Engagement
JERRY RACKLEY
@Jerry Rackley (LinkedIn)
#StukentDS19

13. AI Audience/Customer Targeting
● Using “best” customer data to identify look-alike audiences
● Resolving customer/prospect identity across touchpoints
● Selecting/prioritizing accounts with predictive analytics
JERRY RACKLEY
@Jerry Rackley (LinkedIn)
#StukentDS19

14. Targeting Example
Lead generation through “look alike” modeling
● AI modeling blends ”touchpoint” data with best customer
characteristics.
● A ”smart persona” model is built that finds similar prospects
● The model self-tunes
JERRY RACKLEY
@Jerry Rackley (LinkedIn)
#StukentDS19

15. AI Lead/Prospect Engagement
● Personalization
● Conversational experiences
● Content generation
● Orchestration
JERRY RACKLEY
@Jerry Rackley (LinkedIn)
#StukentDS19

16. Engagement Example
AI automated sales assistant
● Manages early email dialogue with leads
● Hands leads off when engagement begins
JERRY RACKLEY
@Jerry Rackley (LinkedIn)
#StukentDS19

17. #StukentDS19
JERRY RACKLEY
@Jerry Rackley (LinkedIn)
Marketers are not building AI
capabilities from scratch. They are
embedded in existing martech.

18. AI in the Classroom
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19. What Should We Teach?
● Types of AI
● Applications of AI in marketing
● Limitations of AI
● Barriers to AI
AMA event: A Marketer’s Guide to Artificial Intelligence
August 6-7, 2019
ChicagoJERRY RACKLEY
@Jerry Rackley (LinkedIn)
#StukentDS19

20. AI Class Project Idea
Build and deploy a chatbot
● E.g. “Rose”
● Free chatbot platforms are available: https://rundexter.com/
● The test: users can’t tell it’s a chatbot
JERRY RACKLEY
@Jerry Rackley (LinkedIn)
#StukentDS19

21. AI, over-hyped?
It’s already at work.
Adoption quickening.
Technology is advancing.
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JERRY RACKLEY
@Jerry Rackley (LinkedIn)

22. Questions? THANK YOU!
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JERRY RACKLEY
@Jerry Rackley (LinkedIn)