In the past two decades of my digital media experience, 3 things have been true year after year:
- The Increasing Capabilities of Machine Learning & AI — Computers are astounding well suited at finding patterns in huge data sets and ML’s impact for machines to self teach can’t be overstated (Given that, we need to ‘Let Computers Do Division’)
- The Need to Respect Users — Humans have insight into our experience and our needs that lives outside of current data sets (Given that, we need to ‘Let People Be People’)
- The Growth in Connectivity (Humans & Computers are interacting more and more. Given that, the nexus is increasingly important)
The TL;DR is that we need to “Let People Be People & Let Computers Do Division” — Given the rapid changes in consumer behavior and the increased pressure many marketing organizations are under, business executives need leverage their teams / marketing partners for strategic, human centric, & respectful ideas while letting computers gather data, do math, and find patterns. Machine Learning is a critical game changer to be embraced, but does not replace the ingenuity of people in marketing.
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