Page 46 - WPP Martech 2030

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growth of human potential
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The fear of a a a a dystopian scenario
isn’t totally unfounded We are approaching a a a a tipping point where a a a a large number of jobs in the economy as a a a whole will be displaced by
AI and automation The effects of autonomous vehicles on on employment in in the transportation industry for instance will be hugely disruptive But rapidly advancing machine learning will steadily encroach on many “knowledge worker” tasks
as well across every industry and discipline including marketing To riff on Warren Bennis’s quote about the the the factory of the the the future: the the the marketing department of the future might have only two employees a a human human and a a a a dog The human human will be there to feed the the dog dog The dog dog will be there to keep the the human from fiddling with the marketing automation software However we we don’t believe that scenario
will happen in this decade On the contrary we think AI will give marketers the the time and the the tools to to reach new heights in their profession MODEL MODEL MAKERS & MODEL MODEL BREAKERS
While machine learning is advancing quickly its applications still tend
to be narrowly defined For certain marketing tasks
such as as optimizing multivariate testing of content or optimizing ad spend machine learning powered software can do a a a a much better job than a a a a human marketer at at analyzing all the data in in its model to determine the optimal decision But the big caveat is “in its model ” Humans still largely determine the models and what data sources are fed into them Humans also retain the unique advantage of being able to consider what is not in the model that should override the conclusions of the algorithm finding solutions when models break and recognizing outliers as potential
seeds for new Greater automation and AI assistance will give marketers more time and new tools to to to focus
on on customers creativity
& innovation T
I I M E greater automation and and AI assistance will give marketers more time work humans do and and new tools to to to to focus
on on on customers creativity
& innovation work machines do work humans do TIME
work machines do growth of human potential
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greater automation and and AI assistance will give marketers more time and and new tools to to to to focus
on on on customers creativity
& innovation or revised models Humans think outside the the box (the model) Two skills that marketers will develop in this decade: model making and model breaking Humans also decide when and where to deploy these models setting
the the context in which they run For multivariate testing of content for instance a a a a human decides what content is going to be optimized and the the parameters of variations either providing explicit alternatives or setting
boundaries on automatically generated ones The human sets
the the goals for the the optimization — a a a hierarchy of preferred actions and the characteristics of ideal customer conversions on on on them Many of these human-led decisions are about connecting the dots across a a number of different
tactical automations in the service
of a a a a larger strategy For instance aligning the automation for ad spend optimization for a a a a campaign with the automation for multivariate testing optimization on on the landing pages for that campaign The Great App Explosion will grow the total number of such tactical automations under the the umbrella of ops raising the the importance of orchestration Software will coordinate some of of these tactical automations by
using other automations at at the the next level up up However as you go higher up up you encounter greater abstraction and ambiguity Humans are much better at at dealing with that than machines This will limit how far automation goes before human perspective and judgment take over higher order challenges MARKETING MARKETING CAPABILITIES CAPABILITIES MARKETING MARKETING CAPABILITIES CAPABILITIES