The application of advanced analytics & AI into digital marketing stands to have a profound impact on the way that brands interact with consumers. As the buying power of the digitally-native Generation Z continues grow, enterprises who have developed an effective strategy to leverage technology such as AI-powered recommendation engines and cognitive search will emerge with a distinct competitive advantage. Tian Su, Head of AI & ML at 7-Eleven, will give us insight into how she has been able to supercharge the enterprises’ digital marketing efforts through data-driven personalization.
Participate in this session to gain an understanding of:
· How the core algorithms evolved from association rule mining to collaborate filtering to matrix factorization and, ultimately, deep learning
· Variables that must be taking into account when designing an AI-augmented digital marketing tool or CRM
· Assessing the trade-offs related to determining which algorithms best fits your business purpose taking into account business impact, modelling flexibility, prediction accuracy and production complexity