Artificial

Intelligence in
Marketing
Ind ustry
Group 6
Group G anga Nai r -
2128138

Members Loga V ignesh -

2128015

M ohammed Shahid -
2128165

V in u A r avinnd -

2128031 Sheet al Rani -

 Artificial Intelligence
Marketing
Man y companie s and the marketing teams
that su ppo rt t hem - are r apidl y adopting
intelligent technology s ol ut ion s fo r

A Brief
operational efficienc y & imp r o v ing the
c ust ome r experience .
The latest statistics s ho w that current AI
Ov erv iew technology can boost b us ine ss productivity
u p to 40 %.
Wi th AI , marketers can understand their
c ust ome rs ’ beha viours deepl y, kno w their
actions and indications and hence they can
target the right strategy to the right
pers on in a time-saving and effective w ay.
A r ea s where AI have already been applied in
Marketing Ind ustry
AI generated
content
AI con t en t wr i t ing
p r og r am s a r e able t o
pick elemen ts f r om a
da t a s e t and stru c tur e a
‘ h u man sou nding’
a rt icle .
Voice Search
Voice s ea r ch w ill change
f utur e SEO str a t egie s ,
and b r and s need t o keep
u p . A brand that nails v
oice search can leverage
big gains in o r ganic
tr affic w i t h high
p ur cha s e in t en t t hank s t o
inc r ea s ed v oice s ea r ch
tr affic d u e t o AI d r i v en
v i rtu al pe rs onal
Programmatic
Media Buying
P r og r amma t ic Media
b uy ing can use
p r open s i ty model s
gene r a t ed b y machine
lea r ning algo r i t hm s t o
mo r e effec t i v el y t a r ge t
ads a t t he mo st r ele v an t
c ust ome rs .
 A r ea s where AI have already been applied in
Marketing Ind ustry
Propensity
Modeling
The machine lea r ning
algo r i t hm is fed la r ge
amo u n ts of hi st o r ical
da t a , and i t uses t hi s da t a
t o c r ea t e a p r open s i ty
model w hich (in t heo ry ) is
able t o make acc ur a t e
p r edic t ion s abo ut t he r eal
w o r ld .
Lead
Scoring
P r open s i ty model s
gene r a t ed b y machine
lea r ning can be tr ained t o
s co r e lead s ba sed on
ce rt ain c r i t e r ia so t ha t
y o ur sales t eam can
e st abli s h ho w ' ho t ' a
given lead is, and if t he y
a r e w o rt h de v o t ing t ime
to.
Programmatic
Media
Buying
P r og r amma t ic Media
b uy ing can use
p r open s i ty model s
gene r a t ed b y machine
lea r ning algo r i t hm s t o
mo r e effec t i v el y t a r ge t
ads a t t he mo st r ele v an t
c ust ome rs .
 A r ea s where AI have already been applied in
Marketing Ind ustry
Predictive Analytics
P r edic t ing t he likel y hood
of a given c ust ome r t o
con v e rt , p r edic t ing w ha t
p r ice a c ust ome r is likel y
t o con v e rt a t , o r w ha t
c ust ome rs a r e mo st likel y
t o make r epea t p ur cha s e s .
Thi s applica t ion is called
p r edic t i v e anal yt ic s .
Ad
Targeting
Machine lea r ning
algo r i t hm s can ru n
t h r o u gh v ast amo u n ts of
hi st o r ical da t a t o e st abli s h
w hich ads pe r fo r m be st
on w hich people and a t
w ha t stage in t he b uy ing
p r oce ss .
Dynamic
Pricing
Machine lea r ning can b u ild a
p r open s i ty model of w hich
tr ai ts s ho w a c ust ome r is likel y
t o need an offe r t o con v e rt ,
and w hich a r e likel y t o
con v e rt w i t ho ut t he need fo r
an offe r .
Thi s mean s y o u can inc r ea s e
sales w hil st no t r ed u cing y o ur
p r ofi t ma r gin s b y m u ch , t h us
ma x imi z ing p r ofi ts .
 A r ea s where AI have already been applied in
Marketing Ind ustry
Mareting Automation
Machine lea r ning can ru n
t h r o u gh billion s of poin ts of
c ust ome r da t a and e st abli s h
w hen a r e t he mo st effec t i v e
t ime s t o make con t ac t , w ha t
w o r d s in su bjec t lines a r e
mo st effec t i v e and m u ch
mo r e .
These in sights can t hen be
applied t o boo st t he
effec t i v ene ss of y o ur
Re- tar geting
M u ch like w i t h ad
t a r ge t ing , machine
lea r ning can be used t o
e st abli s h w ha t con t en t is
mo st likel y t o b r ing
c ust ome rs back t o t he
s i t e based on hi st o r ical
da t a .
Web & App
Pers onalis ation
Using a p r open s i ty model t o
p r edic t a c ust ome r ' s stage in
t he b uy e r ' s jo ur ne y can le t y o u
s e rv e t ha t c ust ome r , ei t he r
on an app o r on a w eb page,
w i t h t he mo st r ele v an t
con t en t .
Impact of c urr en t applications of
AI
B us ine ss Impact
Enhanced pe rs onali s a t ion : 9 1% of global customers
f r om ano t he r Accen tur e surv e y no t ed t ha t t he y a r e
mo r e likel y t o p ur cha s e a p r od u c t f r om a compan y if
i t r emembe rs t hei r p r efe r ence s . AI can agg r ega t e
da t a and ac t on i t in ways h u man b r ain s canno t ,
making i t a p r ac t ical t ool in st epping a w a y f r om
gene r ali s ed c ust ome r e x pe r ience s . AI is con t in u ing
t o t o t all y r e v amp t he w a y businesses ad v e rt i s e .

Better A u dience In s igh t : AI - ba s ed r e s o ur ce s can help

in us ing t hi s data app r op r ia t el y to deli v e r the righ t
me ss age at the righ t t ime . When we kno w y o ur
c ust ome rs in s ide and o ut a s long a s the info r ma t ion
the y p r o v ide i s con s en su al , we can execute mo r e
effec t i v e campaign s and ma x imi z e c ust ome r r e t en t ion .
Impact of c urr en t applications of
AI
Ke y performance Indicators

Ini t ial Con v e rs ion Rate

Engagement
Lead Scores
Satisfaction
Revenue A ttr ib ut ion
 Q uali ty of data and training
tIfime
AI t echnologie s a r e no t tr ained on high -
q u ali ty da t a t ha t is acc ur a t e , t imel y , and
r ep r e s en t a t i v e , t he t ool w ill make su bop t imal
j u dgmen ts t ha t do no t ma t ch us e r wishes,
lo w e r ing t he t ool s us ef ulne ss .
Data P r i v ac y

Challenges Ma r ke t ing t eam s m ust g u a r an t ee t ha t businesses

a r e ut ili z ing c ust ome r da t a r e s pon s ibl y and in
acco r dance w i t h ru le s su ch as GDPR , o r face
ha rs h penal t ie s and r ep ut a t ional ha r m .

Insufficiency of IT inf ra stru ctur e

A s olid IT fo u nda t ion is r eq u i r ed t o su ppo rt a
su cce ss f u l AI- dr i ven ma r ke t ing app r oach .
A rt ificial in t elligence t echnolog y gene r a t e s
mass ive v ol u me s of da t a . Thi s ma y no t be
po ss ible fo r s malle r fi r m s w i t h inc r ea s ingl y
limi t ed IT e x pendi tur e s .
 AI ma y be us ed t o enhance f utur e tr end
fo r eca sts , su ch as change s in c ust ome r
demand , and t o be tt e r manage r i s k along
t he su ppl y chain .
S u ch s ol ut ion s inc r ea s e t he o v e r all efficienc y
b y helping businesses t o be tt e r manage

Opportu nities comple x and di st an t man u fac tur ing u ni ts .

Businesses, fo r e x ample , ma y ut ili z e AI t o
enhance w a r eho us e managemen t , fo r eca st
demand , and inc r ea s e t he p r eci s ion of just-
in-time man u fac tur e and deli v e ry .
AI can al s o t ailo r p r icing . An e x cellen t e x ample
is t he p r icing of r ide - s ha r ing applica t ion s ,
w hich climb s as demand rises o r w hen y o u
can ' t loca t e a ba r gain w hen y o u need t o b uy
s ome t hing online .
 Conclus ion
A rt ificial In t elligence has made leaps and bo u nd s since a long
t ime ago, and i t is al r ead y shaping t he f utur e of ma r ke t ing . It’s
u p t o us t o implemen t t hi s t echnolog y in business. If one plans on
ru nning a successful online business in t he coming yea rs, using
AI- po w e r ed ma r ke t ing and t ool s is a m ust .
Thank
you!