Our appearance at a Marketing Summit

As our academic and civic initiatives continue, we also have a commercial entity. Sinem and I now set up a consulting agency: Saka & Saka Consulting. One of our first appearances was a workshop on AI and Marketing at this week’s Global Marketing Summit in İstanbul.

Key Statistics to Share:

• 80% of marketers report increased ROI from AI implementation
• AI in marketing market size is expected to grow significantly
• Average time savings of 30-40% in routine marketing tasks

Current Impact Areas:

• Automation of repetitive tasks
• Enhanced decision-making capabilities
• Improved customer experiences
• Data analysis at scale

AI Fundamentals for Marketers 

Key Concepts:

• Machine Learning: How AI learns from data Example: How Netflix recommends shows based on viewing history
• Natural Language Processing (NLP): How AI understands text Example: How Gmail completes sentences in emails
• Computer Vision: How AI processes images Example: How Pinterest identifies objects in photos for visual search

Essential Terms:

• Training Data
• Algorithms
• Automation
• Deep Learning

Neural Networks

Core AI Applications in Marketing

a) Customer Segmentation and Personalization

• Tools:
  • IBM Watson Campaign Automation
  • Adobe Target
  • Salesforce Einstein
• Examples:
  • Amazon’s product recommendations
  • Spotify’s Discover Weekly
  • Netflix’s personalized thumbnails

b) Content Generation and Optimization

• Tools:
  • ChatGPT for marketing copy
  • Jasper.ai for content creation
  • Copy.ai for headlines
  • Grammarly for content optimization
• Examples:
  • Auto-generated email subject lines
  • Social media post variations
  • Blog post outlines

c) Predictive Analytics

• Tools:
  • Google Analytics 4
  • Mixpanel
  • Adobe Analytics
• Examples:
  • Customer churn prediction
  • Lifetime value forecasting
  • Campaign performance prediction

d) Chatbots and Customer Service

• Tools:
  • Intercom
  • MobileMonkey
  • ManyChat
• Examples:
  • HubSpot’s chatbot for lead qualification
  • Sephora’s product recommendation bot
  • Bank of America’s Erica

e) Ad Optimization

• Tools:
  • Google Ads Smart Bidding
  • Facebook Automated Ads
  • Albert AI
• Examples:
  • Automated bid adjustments
  • Dynamic ad creative optimization
  • Multi-channel campaign optimization

f) Social Media Analysis

• Tools:
  • Brandwatch
  • Sprout Social
  • Hootsuite Insights
• Examples:
  • Sentiment analysis
  • Trend prediction
  • Influencer identification

Common Pitfalls:

• Over-reliance on automation
• Insufficient data quality
• Lack of human oversight
• Poor integration with existing systems

ROI Measurement:

• Time saved
• Error reduction
• Revenue increase
• Customer satisfaction improvement

Future Trends & Real-world Examples

Emerging Technologies:

• Voice Search Optimization
• Augmented Reality Marketing
• AI-powered Influencer Marketing
• Predictive Lead Scoring