Data-driven Marketing: find out how to do it with AI!

Interview with Alessia Camera, Digital Marketing and Growth Hacking consultant

Alessia Camera
Digital Marketing and Growth Hacking consultant

The Union Jack is the flag flying on top of Artificial Intelligence.

That’s what a report by Pitchbook revealed: with +43% of investments in the last year, London has become the crossroad of AI development in Europe.

Contrary to popular belief, the majority of AI's European startups are not working in industrial automation and robotics, but in areas such as data analysis, image and vocal recognition, tending towards customer centric applications.

But if even Micheal Dell, CEO of one of the largest technology companies in the world, states that AI is a rocket and data is fuel, their combination can only be successful.

That’s the case of Content Intelligence: Machine Learning algorithms self-learning and mapping user interests based on the content people visited. From the analysis of thus collected data, they can identify the best content to offer each visitor, with a consequent rise in conversion rates

Let's delve deeper into the relationship between AI, data and Marketing with the expert Alessia Camera (here her website), who has been working for over ten years with startups, agencies, SMEs and multinationals (Sony Playstation Europe), in that privileged observatory that is London.

Q: Hi Alessia! In an article you wrote on AI applied to marketing strategies, you compared it to a "bigger eye". What did you mean by that? Why do you think so important for marketing teams to be supported by technologies producing consumer insights?

A: Data is and will increasingly be a powerful weapon in Marketing, because in the complex management of strategies, content and results, data allows us to understand what is the right path to take, helping us optimize our decisions. With incomplete or without data, the risk is to base our choices on perceptions or, even worse, on old data that often fails to represent reality.

The Internet has changed so much what we do and think every day, both as people and as companies, that the risk is to make anachronistic decisions that don’t reflect the present and are not able to anticipate the future. Only a correct interpretation of data, using precise, predictive tools equipped with Artificial Intelligence will bring us at the forefront as companies and as professionals.

Q: Talking about automatic learning and data science, can you explain what semantic analysis is? What can a company draw from the semantic "understanding" of its content?

A: Semantic analysis is a branch of linguistics and logic that studies meaning. Automated learning and data science like Big Data extract information and catalogue it as data, without actually understanding the meaning of words, that's where we start talking about semantics. This opens up new disciplines and the development of software that is not only able to analyze data, but also to interpret the meaning of words, transforming unstructured information such as e-mails written in natural language into structured information, giving us an objective perspective.

These new disciplines are defined as Natural Language Processing (NLP) systems, and their challenge is understanding natural language. For a company those technologies can successfully be employed in Marketing, for example to analyze sentiment, i.e. the opinions people exchange online, across multiple channels to describe the experience they had with your brand or products.

Today, software can only search keywords within conversations, but we know that analyzing the entire context would get us much more accurate information. Not to mention the analysis of after-sales and of our current relationships with customers; companies could move much faster and efficiently using software to support customer service in this work of research, and help making decisions for optimization and change.

Q: What will be the future trends of Artificial Intelligence applied to Content Marketing?

A: That’s the million dollar question. I think Artificial Intelligence will change our lives a lot, if you think about it is already entering into our daily lives with Alexa, Google Home and Siri. It will be more and more essential to try and anticipate our consumers’ preferences and choices, to develop the products they wish for, and to do this Artificial Intelligence will help us analyze data and predict Marketing results very accurately.

Companies can make their whole business processes more efficient and effective, thanks to detailed, predictive analysis which will enable them to calibrate time and resources on the basis of production and market demands, a great support for managers and entrepreneurs. I believe that increasingly sophisticated algorithms for increasingly specific niches will be the change impacting the most our future lives as people, professionals and companies.