General Assembly hosts Michael Housman for a webinar about marketing and AI as he fields the frequently asked question, how do brands get started with AI?
"This is the question I hear most often: How do we get started with artificial intelligence? And the answer is you need are three things - at least initially. What you need first are KPI outcomes, what I mentioned before, which are the outcomes you’re trying to predict. Those KPI outcomes are the measures we want to optimize. That’s what we care about at the end of the day - what we’re trying to improve. There’s customer data. Those are what we call features or elements about the customer. It could be demographic data, the number of times they’ve reached out via the website, or the number of times they’ve liked your Facebook page, or commented on Instagram, whatever the case may be. Those are all the things we know about customers. And then here’s the key - and probably the trickiest part of all - is we need to be able to match up customer data with KPI outcomes on a one-to-one basis in order to identify the ways in which those customer data predict those KPI outcomes. So in many cases, we need to build crosswalks, connectors, mappings - there are different names - but the idea is the same thing. We can’t work with aggregated data to engage in machine learning. We need customer level data and outcomes to be able to build these models."
To recap, the three things any brand needs to get started with AI are:
- KPI Outcomes - what you're trying to predict.
- Customer Data - individualized, not aggregated.
- Connectors between KPI Outcomes and Customer Data - this is where RapportBoost.AI steps in.
Our team of data scientists helps at every stage of this process and can work with any data set - no matter how great or small.
Check out our YouTube channel to watch more of the webinar where General Assembly hosts Michael Housman, and request a demo today!