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Künstliche Intelligenz und Automatisierung im Performance Marketing
Referent: Peter GentschOrt: MünchenDatum: 09.05.2018
…you may all know…….
20111996
…and may be also this….
…..but there is an interesting continuation of the project…. …
January 2016: AlphaGo February 2017: Master
October 2017: Zero
AI is catching up - at increasing speed!
“Artificial Intelligence is the study of how tomake computers do things at which, at themoment, people are better.”
Rich (1983)
SEITE 5
Marketing meets AI: Big Picture
Automation Augmentation
Business Impact
ContentCreation
InfluencerMarketing
Strategy
Cross-/Up Selling
Brand Management
Lead Prediction
Look alikeAudience
CampaigningMarketingAutomation
Customer Insights
Story TellingAds/Bidding
PlanningPricing
Creatives
ContentCuration
Fraud/Fake Detection
EngagementTargeting
Profiling/Segmentation
Media Planning
Reifegrad
Nutzungsgrad in der PraxisAI Marketing/ Communication Matrix
Affiliate Marketing
Marketing meets AI: Deep DivePerformance Marketing
9
KPIs
Absprungrate
Kundenakquisition-kosten
Applause Rate
DurchschnittlicheSitzungsdauer
Kosten-pro-Klick
Klickrate
Durchschnittserlös pro Nutzer
Conversion Rate
Customer Life Time Value
Kundenaufwand
Anzahl Konfigurationen
Anzahl Seitenbesuche
Vertikales Funnel-Performance Marketing
+ Analytical by design
1
10
Horizontales Funnel-Performance Marketing
Relevante Modellansätze:1. Attributions Modell2. Äquivalenzwert Modell
2
11
Option 1: Attributions Modell
AI basiertes Attributionsmodell
Option 2: Äquivalenzwertmodell als pragmatische Alternative
Mitwirkende Unternehmen
13
Performance Marketing meets AI & Automatisierung
Horizontales Funnel-Performance Marketing
Vertikales Funnel-Performance Marketing
+ Analytical by design
Relevante Modellansätze:1. Attributions Modell2. Äquivalenzwert Modell
Performance Marketing wird zum Produkt
„Performance Marketing ist das neue Produkt“
1
2
3
AI/
Automatisierung
Data & Performance Driven Products
AI meets Content Marketing – Maturity Levels
Neue digitale Öko-Systeme durch Daten, AI und Bots: Implikationen für das Performance Marketing
GAFA World
…wie sich Zeiten und Personen ändern…
Quelle: L2, 2018
GAFA World
…wie sich Zeiten und Personen ändern…
CUSTOMIZEDADVERTISING,
IN-/ OUTBOUND
E-COMMERCE
RETAILBRANDNO. 1
BRANDNO. 2
BRANDNO. 3
BRANDNO. 1
BRANDNO. 2
BRANDNO. 3
Customers
choose
platform
Customers choose
goods and
services from
platform
Brand influences
customers to buy
their products /
services
Customers choose an
AI assistantplatform!
TODAY:POINT OF SALE MOVES INTO THE PLATFORM
IN THE PAST:DIRECT CUSTOMER RELATIONSHIP
Platform chooses goods /
services from the brand based
on the customers‘ preferences
Brand offers its
products / services
on multiple
channels
Platform will always satisfy
the customers to keep them
from switching
How can Ihelp you?
Need something?
Die Plattform-Ökonomie wird das Performance Marketing nachhaltig verändern: Gatekeeper bestimmen die Regeln und den Zugang zum Kunden (Bot)
19
AI enbaled Performance Marketing: Customer Journey als Gestaltungsgrundlage
21
