Expediting SMB growth using AI — Eric Vardon // Morphio

Quotes

• “We looked at our agency from a service perspective and we looked for the reasons why we were making mistakes, why we weren’t realizing the client’s goals fast enough. We spent a lot of our time on our data from an operation’s perspective and the interesting part that came up was, it was many, many little things that lead to growth issues.” -Eric“If we can limit the number of mistakes that can lead to client’s phone calls, is ultimately where we wanted to start. It’s an interesting point because with that is the realization that we can better protect our spend, better allocate those dollars means long-lasting relationships, less-stressed team members and clients, a way to promote using automation and machine learning, a way to secure and crunch through data faster, meaning there is growth in protection.” -Eric“There is a growth in being able to protect from mistakes and all of that outcomes mean more time, more time for strategy, and creative thinking.” -Eric“Let’s start with fixing the leaky bucket because within that, is margin and profit and growth and also a sense of calmness.” -Eric“It’s a double-edged sword of protecting from mistakes or failures or human issues means because we are testing and trying new things so part of our business is always about employing creativity and solutions.” -Eric“We must fail and there is nothing wrong with that but catching a failure before it becomes a mistake, within it is a strategy.” -Eric“Our data shows that on average, agencies and the marketers that we pulled were making an average of 6 to 10 mistakes a week costing an average of 7 to 10,000 dollars a mistake.” -Eric“I think it also gives us the ability to evolve and you could try new things and cultivate different marketing channels knowing that if things start to go sideways, you are going to be aware of it.” -Ben “It’s not as much about mistakes, it’s theinsight and the ability to investigate and correlate to the ‘why’ you’re seeing something, whether it is positive or negative. The whole point of the anomaly detection is to flag the positive and the negative.” -Eric“Majority of our customers look at and understand the holistic view of success. And that is all things organic and SEO and web funneling. It is content and all the things that come outside of it. It’s not one channel or one medium or one preference. It is a holistic view of a better way to reach a client’s goals and objectives.” -Eric “Therein lies the problem. We need full transparency to be able to, on behalf of all our clients and our media dollars make the decisions that are going to impact their customers and their business.” -Eric