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Artificial Intelligence is marketing’s new frontier, here’s your crash course

(TECHNOLOGY) Marketing is rapidly evolving, and the knowledge required to dominate in the future is changing just as quickly. Time to get up to speed!

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artificial intelligence

Back in the day, the idea of interacting with robots and computers seemed out of an episode of The Jetsons. But fast-forward to 2018, and some of the most far-fetched ideas back then have become our reality, and you know what? It’s awesome.

In Back to The Future II, they used tablets to get Marty to sign up to save the Clock Tower, and then this massive shark pops out of a sign, which freaked 1984 Marty out. The only thing is – do you remember how pixelated the shark was? Magic Leap is augmenting reality to look like a whale can literally crash into a gymnasium, without so much as a drop of water.

Our cars have precise navigation systems (still can’t fly, though), radio stations from around the world stream into our stereos, our phones can control every aspect of our lives down to how much sleep we get a night. And while it was once thought to be nothing more than fantasy from the pages of a Spielberg script, Artificial Intelligence (AI) has embedded itself into our daily lives, too.

For marketers, there’s much to love about AI: it’s redefining the industry because we can move the chess pieces in ways that previously, we’ve only imagined. AI will change how people interact with data, but also impact how consumers get information much like television commercials and traditional advertising in the analog heyday.

If you’re unaware of what Artificial Intelligence is, it’s the study of making machines super intelligent, and giving them the capability to problem solve. Machine learning creates constantly evolving systems that teach computers to learn organically. Google Photo is a prime example of how machine learning works: photos are fed into Google’s AI and eventually after seeing so many photos of a face, it will eventually recognize the person in the picture.

Artificial Intelligence is marketing’s new frontier

Think about Netflix, how it knows what shows we want to watch, or when a site can predict a new pair of shoes that are exactly your style – that’s AI at work. All of the world’s premier brands are investing in AI. One of the strongest reasons why, is simple – targeted suggestions.

Because of AI’s data collecting capabilities, marketers can collect and analyze swaths of data to enable predictive strategies at every stage of the funnel. We can find ways to move the needle in terms of what a customer wants, and provide different strategies to ensure they’re empowered to make a choice they may have not known about.

All of tech’s biggest players are investing heavily into AI right now. Amazon, Google, Microsoft, and Atlassian are all competing against one another, and then against the biggest companies in China, Japan, and Europe – all for the world’s top talent to understand how we make machines do more for us.

But, don’t forget, Target, Walmart, and Zappos are all investing in AI, too.

Everyone is.

Google’s CEO Sundar Pichai said in January that AI was “one of the most important things that humanity is working on” and also went on to double down its importance, stating, that it was “more profound than electricity or fire.”

ROI is everything

When you talk to a marketer, the term ROI (Return On Investment) comes up A LOT.

Running campaigns is somewhat of a science, but with the right data, you can take the ‘somewhat’ out of the equation.

By relying on AI, taking the guesswork on what will hit regarding a campaign becomes clearer, thanks to having a defined understanding of Customer Relationship Management (CRM), social data, and analytics. Machine Learning makes it easier for marketers to identify trends.

By combining AI and marketing fundamentals, teams can create multi-layered strategies that offer customized messages to the user.

According to Adobe, “Forty-seven percent of digitally mature organizations, or those that have advanced digital practices, said they have a defined AI strategy.”

Search like never before

Think about what we used to consider as “search” – yes, we still type a word or phrase into Google and see what pops up, but that’s changing. Search engines are smarter, thanks to AI-infused digital marketing.

AI tracks searches, remembers what you were looking for, what you’ve recently ordered, what sites you’ve visited in the past few months, and then compile all of that data into one powerhouse when it comes time to buy that next fridge or find a new pair of boots.

Because of the continual development, Google’s ability to predict keywords is getting crazy. Latent Semantic Indexing (LSI) generates keywords semantically related to a main keyword, which offers a fine tuned search result.

Alexa and Siri might considered “home assistants,” but both can order toilet paper for you or tell you when you need to change the air filter in the house. We use them for everything from asking the simplest way to make an alfredo sauce, to asking what the weather looks like.

While some detractors aren’t too keen on the idea of a robot listening to our personal conversations, the facts are simple – more and more houses will integrate AI into their construction and remodels thanks to their demand and proven ease of use.

But, for marketers, these machines are active ways to search something without touching a keyboard, and an effective way to market an idea, if the user is open to new products when it comes time to tell Alexa to buy a certain brand of dish soap, and another is on sale.

User experience drives everything

If you’re looking for support for a product, most sites have a chatbot ready to answer questions. Instead of a human having to find a query and search endlessly through knowledge bases for an answer, a chatbot can recognize patterns in questions and hone in on a few keywords to make a suggestion that’s based on data versus a human’s best guess.

Chatbots are based on the AI principle of storing information and self-learning.

Tools like Wit.ai, IBM Watson, and Api.ai, incorporate language processing and learning faculties.

But, aside from customer support or online ordering, we can also tailor websites and the buyer journey to what a user’s needs are. Because of the collected data, website personality can hone in on a specific product type or suggest things based on a past history of browsing.

This is an opportunity for a marketer to run specific campaigns based on someone who’s looking for old-school Adidas and see if they’d be interested in a new streetwear magazine that’s launching this fall. The partnership opportunities are endless thanks to a fluid AI-based UX experience.

Social media giants Facebook are all in when it comes to investing in artificial intelligence, too. Yann LeCun, Facebook’s chief AI scientist, and an early machine-learning architect, told the Washington Post that boss, Mark Zuckerberg told him to press down on the gas pedal and make Facebook more AI-inclusive.

“AI has become so central to the operations of companies like ours, that what our leadership has been telling us is: ‘Go faster. You’re not going fast enough,’” LeCun said.

What else will AI drive in marketing?

For marketers, AI is a massive win, we can track, improve upon, and watch AI evolve. According to TowardDataScience, marketing’s next significant trend is consumer personalization (29 percent), and then AI (26 percent) – data via BrightEdge.

We’ll soon be able to offer deeply personalized website experiences, change how we use PPCs (Pay Per Clicks), and we’ll start seeing data collection for traffic, and budget in ways we never thought considered.

Because of how we concentrate PPCs, AI will help target ads with thousands of variations on ad copy or swap out a photo for greater impact, based on user data.

Writers will create boilerplate copy and then updated snippets that will automatically move in and out or rearrange, depending on the user.

We’ll also have a clearer idea of when to run specific ads for a high click through based on emotional data and reactionary times, which will calibrate the fight against lowest priced clicks for lead conversion.

MemSQL surveyed 1,600 marketing professionals, and 61 percent, regardless of company size, named machine learning and AI as their most significant investment for next fiscal year. These numbers will only increase as in-house teams and agencies alike will adopt AI as a new tool to get the customer excited and clicking.

Artificial Intelligence is like the wild west in marketing – there’s so much to explore, and to experiment with. We could see gains like never before because we’re dedicating the experience to the customers’ wants and needs, which is a new tactic. We’ve always tried, but armed with this level of data, we can now be precise in regards to the the buyer’s journey.

The future is bright for AI and marketing. We’re standing at the forefront of a technology that will change the world. Talking houses are a slice of the next wave, and it’s exciting. Personally, I’m waiting for a robot best friend or a Delorean – I’ll take either.

Robert Dean is a writer at ScaleFactor and The American Genius. He is a writer, journalist, and cynic. His most recent novel, The Red Seven is in stores. Currently, he’s working on his newest novel, Tragedy Wish Me Luck. He also likes ice cream and panda bears. He currently lives in Austin. Stalk him on Twitter.

Tech News

The fascinating future of technology in healthcare

(TECH NEWS) Technology in the world of healthcare has been lagging but things are changing, and quickly.

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healthcare technology

Tech in healthcare has been lagging

It’s undeniable that technology is playing a huge role in how we get around, how we interact with each other, and how we do business. But what about how healthcare is delivered and managed?

For many patients, interactions with the healthcare world can feel jarringly slow and disconnected, especially when it comes to communication between doctors and patients or between different healthcare providers.

Doctors and tech entrepreneurs acknowledge that in many ways, technology in healthcare has been lagging – but that’s about to change, and quickly. From the way hospitals are built to the way we visit doctors, get ready for some huge technology disruptions in the world of healthcare.

How patient data is shared

It may not seem like the sexiest part of the healthcare world, but it’s a critical aspect of how care is delivered: patient data.

“If you’re a patient, it’s difficult to track down your medical records,” says Kevin Grassi, MD, Chief Medical Officer and Co-Founder of PatientBank. “95% of medical info is exchanged by fax or by hand. In 2016 it’s ridiculous for faxing to be the main communication method, but faxing is HIPAA compliant, and it’s been the backbone of medical information exchange.”

Today, online fax services are the only easy way for patients to receive digital copies of their medical records.

There are health information exchanges in certain geographic areas, but they are limited to information like immunizations and prescriptions, Grassi says, and systems in different parts of the country aren’t set up to communicate with each other.

So if you’re a resident of New York who is seeing an oncologist in Texas, you’re on your own finding and conveying all the pertinent medical details, and you will likely have to navigate through several isolated patient portals.

That’s where Grassi hopes PatientBank will change things. PatientBank is a HIPAA-compliant service that can request medical records for you from multiple providers, and combines the information you choose to store into a summary that can be shared with doctors and family members.

Grassi hopes the technology will not only make it easier to safely share information, it will also increase patient engagement. That’s a crucial issue for doctors as well, since reimbursement models for physicians will change in 2017, from a fee-for-care model to a value-based system.

In an effort to improve patient outcomes, doctors will be required to do much more follow up care than they currently do.

“If a patient can give medical record access to their doctor, they’re empowered to look at that information, maybe even see where it isn’t correct – which is a big issue particularly in medication records,” Grassi says. “Engaged patients are healthier patients.”

It’s not just transmitting patient data that is difficult – sometimes just getting it in the first place is nearly impossible. That’s something Fahad Aziz, Co-Founder and CTO of CareMerge, learned firsthand when he got into a bicycle accident. He was treated in Seattle, then went back to San Francisco, where his doctor wanted to learn what had happened and how he’d been treated in order to give Aziz follow up care.

“I couldn’t get my medical records from the operation in Seattle. They put me in an endless loop of trying to get my records, and after two weeks I just gave up,” Aziz says. “That started me thinking differently about my company, and what we are doing.”

CareMerge builds coordination and communications technology specific to geriatric care that lets doctors share information with nursing homes and assisted living facilities.

If a doctor sends a patient from a hospital to a nursing care facility, for instance, that physician can use CareMerge to keep tabs on the patient’s progress and get alerts if there’s a change so that a doctor can visit at the nursing home.

That cuts down on patients being readmitted to hospitals, and improves patient outcomes, Aziz says. That’s a direction he sees a lot of healthcare technology going.

“There are close to 100,000 apps that area healthcare-related, but they are all isolated, none of them talk to each other,” Aziz says. “There’s been a lot of talk around building care coordination systems that talk to each other, but there wasn’t a driver to really make that take off until the shift to value-based reimbursements was finalized. All the entities responsible for providing patient care will have to talk to each other, and for the first time these systems are starting to get traction.”

Make way for AI

Aziz predicts that artificial intelligence (AI) is also going to lead to major changes in the healthcare industry.

“A lot of startups are working on technology that will read notes from your doctors, and based on intelligence like your own labs, or viral incidents in the area, will give you recommendations,” Aziz says. “That’s where the future is going to be. Five years from now, there is no doubt you and I will have an app that will give information about an episode happening to me, and what it means not just for me but for my whole family.”

That kind of machine learning will eventually replace many routine doctor’s visits, Aziz predicts.

AI will be able to coordinate data in a way that is currently not possible, he says, which could mean better, more coordinated treatment plans for complex health problems.

Smarter hospitals

That same unified coordination will also become a factor in the new hospitals being built.

Auron Priestley, MD, says that hospitals are under duress trying to solve the issues around patient handoff.

“Physicians today have no secure and efficient collaborative tool to share information at the end of shift changes,” Priestley says. “Believe it or not, they use Word documents to share information between each other at the end of shifts. Often written in short code and when physicians are exhausted, some information may be missed. Miscommunication in hospitals currently results in 80% of preventable patient deaths in the U.S. 250,000 preventable patient deaths occur each year.”

To combat this, Priestley worked with the American College of Surgeons (ACS) to create Kolkin SOS, a HIPAA-compliant app that makes it easy for doctors to collaborate on clinical workflow in real-time. It can work with or without Internet connectivity, and allows physicians to share clinical protocols and best practices. The ACS is working on getting the app integrated into hospital IT systems.

Grassi also thinks that technology in hospitals will change around the customer experience: remote checking in that can eliminate waiting rooms, or kiosks that will help shorten wait time.

In Austin, Texas, the new Dell Seton Medical Center is under construction, and will include smart screens in each patient room so that healthcare teams can access patients’ medical history and monitor their condition in real time. Because it is a teaching hospital, there will also be cameras in operating rooms, which will allow medical students to observe procedures from offsite.

Whether it’s sharing notes between doctors or more efficiently monitoring patients, technology in hospitals will streamline communications, something physicians hope will save time and improve safety and patient outcomes.

Conclusion:

Cutting edge technology has already led to huge advances in how our health care is delivered, from robotic surgery to advances in prosthetics. Now physicians and tech entrepreneurs are making inroads in how medical data is shared, both between patients and their providers and between physicians.

For physicians involved in piloting new technology, the hope is that those innovations could mean more efficient doctor’s visits, fewer medical errors, and greater patient satisfaction. With evolving challenges in the U.S. like aging and disease, that’s certainly welcome news to healthcare providers and patients alike.

#MedTech

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Tech News

For meetings that should be an email? There’s an app for that

(TECH NEWS) If you’re tired of having your precious work time taken up by useless meetings, there may be a solution.

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standupmeet

Have you ever attended a meeting that turned out to be a waste of time and set you back on your work? I’m going to go out on a limb here and assume that every person reading this article is nodding in agreement.

Meetings, if executed appropriately (and sporadically,) can be effective. However, having weekly (or even daily) meetings that are designed to catch-up or give reports can add up to a ton of wasted time.

Across the board, meetings are generally geared towards productivity, and oftentimes they are counterproductive. So, how can you still get that need for touching-base with employees while still being productive? StandupMeet might just have the answer for that.

StandupMeet is a tool designed to make meetings more productive and agile. According to their statistics, more than $37 billion per year are being spent on unproductive meetings.

The main features include: the digitization of meetings, the instantaneous sharing of minutes, and the ability to assign actions and keep track of progress.

By making the meetings digital, you organize meeting points in one place. Decisions, actions, and key points can be logged in real time and accessed before the meeting.

This makes projects more agile and helps to increase critical success factors.

With instantaneous sharing of minutes, you can collaborate and share minutes of the meeting, key result areas, and action points. This is also done in real time and is shared with colleagues to make sure that each person is on the same page.

Finally, by assigning actions and keeping track of projects helps to ensure data integrity and provides accountability to each team member. Automated reminders are available so that you can spend your time on the more valuable tasks first.

In addition, StandupMeet also offers: project wised meeting, customized meeting types, organized agendas, shareable meeting minutes, accountability, reminders to ensure time is being appropriately applied, recurring meetings, conflict-free meeting scheduling, locations, automated follow ups, automatically tracked action points, and flexibility across time zones.

This can save time and increase productivity for on-site workers and can also be beneficial for teams that are remote.

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Business Finance

Personal finance steps every freelancer must take to avoid ruin

(FINANCE) The government shutdown showcased financial instability, but what do people that have no paycheck guarantee need to do to be secure?

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In light of the recent government shutdown, there has been a lot of attention in regards to how missing paychecks impacts the average American. Most Americans don’t have a regular savings account and could not handle a $1,000 emergency, let alone miss practically a month of pay.

While things look positive for the backpay of those government workers, we all could benefit from some careful reflection about the precarious nature of our personal finances.

Particularly those of us who don’t receive a regular paycheck.

Entrepreneurs and those invested in the gig economy have volatile incomes, and literally no promise of a paycheck ever – that can impact your personal finances in a number of ways.

Variable incomes are normal for this group and can impact entrepreneurs in ways as simple as handling debt.

If this is you – here a few things to keep in mind that can help you deal with the volatility of living on a variable income and handling your personal finances.  

  • Set up an emergency fund. Start with 500 if you have too, and remember this an emergency fund for your personal expenses, not your business. If you have an emergency fund, make sure you identify what an emergency is and also be prepared to put money back when it comes out. If you have a hard time not spending money in front of you, put your money in a local bank or CU that you don’t have immediate access too.
  • Stick to a budget. when you can’t forecast your income appropriately, controlling expenses is so critical it’s the few things that are in your control.
  • Don’t mix business with personal. While you may be pouring your personal energy and time into your start up or gig, be careful about mixing expenses for two reasons: First, it messes up your budget. You need to have separate budgets for personal and business. Second, there could be tax challenges – consult a tax professional for more information. Here’s a little primer to get you started.
  • Save for retirement. There are tax benefits and come on, don’t wait till you can’t work anymore. Also, an IRA IS NOT AN EMERGENCY FUND.
  • Practice good financial behaviors. Automate bill pay. Online statements. Digital receipt tracking. The more you can automate your life, the better you are. You already have so many demands on your time, reduce that so you can spend more time doing what you love and what matters.
  • Consider diversifying your income. Either ensure you have multiple strings or a backup gig (even if it’s just uber driving); or be prepared to do temporary or contract labor during your slow seasons.

The path to entrepreneurship is rough. What we can learn from the very struggles of the federal employees and the government shutdown is that if the government can be unstable, those of you who work in the world of startups, gigs, and entrepreneurship, need to be even more on our toes. The “normal recommendation” for saving is 10% of your income, but normal may not be enough for you. Be prepared and save (more).

Disclaimer: I am neither a tax or investment professional. This is personal financial advice and I encourage you to visit a professional if you need more specific plans of action.

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