Navigating the future of marketing automation — Alex Nunnelly // Panoramic

Quotes

• “An insight that is not acted upon is quite valueless. So it’s key that as company scales up with analytics, it has to scale up the operations that are taking actions.” - Alex “The three key pillars of a media campaign strategy for the marketer are the media mix, where am I putting my money, what platforms and publishers and when am I putting that money and places, where’s the audience and the creative, what is the content. Making shifts and pulling those levers is more and more being taken based on optimization algorithms which are using smart scores and other types of multi-metric trained algorithms.” - Alex “By being able to take into account so much more data at once can make what you assume to be a more informed decision on behalf of the media team. This is risky because if you have a media team putting too much faith in the algorithm, they will lose the opportunity to contribute to the intuition and human intelligence that they are bringing to the table.” - Alex “The theatrical space and entertainment are so unique in how short the funnels are and how high the spend is, so there is a lot of responsibility and accountability when it comes to making smart use of the data. It is also difficult because a lot of the conversions are offline since so many tickets are bought in person.” - Alex  “Theatrical marketer has to think much more holistically and understand the campaigns from all angles and look at different points of optimization. Given that increased pressure, they are optimizing a lot of the execution efficiently, whether that is working with tech-enabled agencies or taking components of the execution in-house.” - Alex “We are also seeing growth clients leaning to some of the automation. They are often focused on headway on SEO, landing page optimization, as well as creative testing as they try to understand how the markets react to the brand and how to start on a firm footing as they grow the business.” - Alex “I think there will always be a need for the human hand, that creative input that individuals can provide. The key thing to remember about artificial intelligence and any algorithms that are driving decisions and automation is it is artificial and that is risky because they are always going to be based on assumptions.” - Alex “I think the next step is to focus on and preserving and amplifying the human element of marketing because as marketers, we are marketing to other humans. So I think the ability to automate the more mechanical and repetitive features of marketing will allow marketing teams to be much more creative.” - Alex “An analytics and decision framework is only as good as the creative ideas you put into it. So I think making sure that  you have creative individuals engaged in your organization is going to be the key to evolving along with the automation.” - Alex