AI will play a bigger role in the linking of meta-level data — Babak Hedayati // TapClicks

Quotes

• “For the world of martech, because there are so many different suppliers that are up to 6,000 to 7,000 now, there is a lot of room for data management and operation deficiency and fluidity.” “The real question is, At the end of the day how do you bring all thedata together efficiently, how do you bring actionable insights, how you help them optimize and essentially decide where the next dollar is to be spent knowing the historical data.” -Babak

• “There are two areas where people are focused on to help. One is in the concept of automation, operational assistance, reducing errors and letting the humans really apply their intelligence to the process.” Babak

• “In the case of people that arent marketed and solely focused on multi-channel marketing, the real challenge is not in-channel optimization. The Googles and Facebooks of the world will always eventually, outdo anyone trying to solve that problem.” -Baba

• “In-channel optimization, predictive analytics is probably best to be left alone to the giants but for us, it is actually everything else. For us, it is cross-channel optimization which is a much more interesting problem to solve.” -Babak

• “It all boils down to reducing the amount of waste and improving the amount of effectiveness of the campaign and predicting where the money needs to go, cross-channel. Thats what TapClicks is focused on.” -Babak

• “Multi-channel marketing is obviously a very complex, very data-driven problem to solve.” -Ben

• “The idea that you can see billions and billions of dollars spent happening at different levels if you pull it all up and started getting insights from a chain of events that needs to take face, how do you get to that attribution. It all boils down to the proper links. If the link is broken, you are going to waste efforts and resources.” -Babak

• “You can imagine combining social, email mobile-driven campaigns and alerts, location-based solutions, retargeting, advertising through social networks and paid channels, you really need to start designing an efficient methodology to deliver the message and results by linking stuff together.” -Babak

• “Thats the complicated part about marketing today. That you have multiple channels that you are operating with and you are collecting data that is essentially a different source that needs to be mapped together. If you get to the point of data density, then you can start playing with machine learning and artificial intelligence. -Ben

• “I think that for the majority of the marketers still, learning which solution in an affordable way and at a quick rate can bring it all together is something that they need to know.” -Babak