AI can do some mind-blowing stuff, but how can you trust that its content and recommendations are "on brand?" This session will show how AI systems can learn both tactical and subtle aspects of brand identity and apply them to transform your marketing strategy and operations.
Speaker Bio
Andrew Frank
Distinguished VP Analyst
Andrew Frank covers marketing and advertising.
As VP Distinguished Analyst with Gartner for Marketing Leaders, Mr. Frank specializes in best practices for data-driven marketing, including how organizations can use data to drive sales, loyalty, innovation, brand value and other business goals.
He also focuses on emerging marketing technology and trends, including marketing applications of artificial intelligence (AI) and machine learning, algorithmic marketing, and marketing in emerging environments such as metaverse and Web3.
Mr. Frank also specializes in advertising technology and business trends. His research focuses on new opportunities in digital advertising leveraging mobile, social, video, and advanced TV platforms and channels, and utilizing advanced targeting, metrics, interactive design, and real-time ad operations.
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As VP Distinguished Analyst with Gartner for Marketing Leaders, Mr. Frank specializes in best practices for data-driven marketing, including how organizations can use data to drive sales, loyalty, innovation, brand value and other business goals.
He also focuses on emerging marketing technology and trends, including marketing applications of artificial intelligence (AI) and machine learning, algorithmic marketing, and marketing in emerging environments such as metaverse and Web3.
Mr. Frank also specializes in advertising technology and business trends. His research focuses on new opportunities in digital advertising leveraging mobile, social, video, and advanced TV platforms and channels, and utilizing advanced targeting, metrics, interactive design, and real-time ad operations.
Monday, May 22, 2023 / 03:30 PM - 04:00 PM MDT
Teach AI About Your Brand
Tuesday, May 23, 2023 / 10:30 AM - 11:15 AM MDT
Ask the Expert: How to Empower Customers With Consent and Preference Management
We hear this a lot: how can we get more first-party data by improving our consent opt-in rates and getting users to share more about themselves? Bring your questions about what's good and bad the rapidly changing landscape of consent and preference management.
Tuesday, May 23, 2023 / 02:00 PM - 03:00 PM MDT
Super Ask the Expert: Enterprise Impact of ChatGPT and Generative AI
How will AI-based content-generating tools change your enterprise, products and services? All the new options, tools and technologies have opened up the opportunities for growth, savings and risk. Ask the experts what Generative AI-based tools, such as ChatGPT, Google Bard and similar technologies, mean for your organization now and going forward, and what steps you need to take to turn their promise into reality.
Wednesday, May 24, 2023 / 12:00 PM - 12:30 PM MDT
Out of Context: How to Win With Contextual Targeting
The demise of cookies and behavioral targeting is driving vendors and advertisers to take a fresh look at contextual approaches to targeting and measurement. With Google and the IAB behind it, contextual targeting is hot but its results are decidedly mixed. Here's what you need to know to craft a working strategy.
Wednesday, May 24, 2023 / 02:45 PM - 03:30 PM MDT
Ask the Expert: Coping With Loss: Data Deprecation, Audience Targeting and Ad Measurement
The heyday of precise, cross-platform digital ad targeting, tracking and measurement has passed. To adapt, marketing leaders must accept that the benefits of device IDs, cookies, IP address, fingerprints and other tracking mechanisms are being eclipsed by the risks and limitations. Bring your questions about the impact of data deprecation to this session, and plan on an interactive, Q&A style discussion.