“Before visualizing data, marketing operations leaders must think critically about how they will source, model, and manipulate data.”

“Manipulating data refers to the organization and storage of data, including the cleanup of databases. This is not about manipulating data to get the outcomes we want.”

“The Johns Hopkins University COVID dashboard, which became the true north for obtaining information about the global pandemic, is a standout example of data wrangling under extreme conditions.”

“When visualizing data, marketers need to ensure that their data visualizations are credible, provide context, and support decision making.”

As a data-driven marketer, you need to understand what types of decisions that audiences expect to make based on a given data.”

“Over the last half-decade, marketing has tried to fund transformation with flat budgets.”

“Marketing operations is an investment in change management. It’s not a side job of others running their own self functions across marketing.”

“Lacking a clear strategy about how you’re going to drive continuous improvements will cast doubts on your ability to realize your business case for transformation.”

“The four components of the always-on marketing machine are audience prioritization, automation orchestration, content rendering, and channel distribution.”

“A machine customer is a nonhuman economic actor that obtains goods or services in exchange for payment.”

“By 2022, 70% of customer interactions will involve emerging technologies such as machine learning applications, chatbots and mobile messaging, up from 15% in 2019.”

“If emotion plays a vital role in the purchasing decision, selling to a machine customer will not be easy as machines don’t have emotions.”

“For machine customers, it’s less about human emotion and more about information and speed.”

The one thing that you could do today to prepare for a world of machine customers is to become exceptional at digital commerce by adding machines and human-machine customer journeys to the mix.”

“Even with the disruptions from the COVID-19 pandemic in 2020, 8.4% of marketing budgets are still allocated for events.” 

“By 2023, 60% of businesses that pivoted to virtual events will incorporate physical, real-time or real-space experiential elements.” 

“With hybrid events, marketers must establish a new social contract - highlighting the value of the event, outlining participation norms, the use of technology, intro and in-session materials, and following up with detailed next-steps.

“Marketers must set their sights higher on creating and delivering resonate, salient experiences that connect customers to their brand. In fact, 61% of CMOs have already shifted resources to build customer-facing digital interfaces.” 

“There are five strategic elements of a virtual, hybrid and in-person event mix that marketers must keep in mind - objectives, target personas, cost, agile plans and success metrics.”

“Deep learning is a family of distinct, but related, methods that allow us to tackle different marketing challenges. This diversity has contributed to tremendous growth in popularity and hype for deep learning. 

“Deep learning is a marketer’s most powerful way to extract insights from unstructured data and use AI to generate new content.”

“Access to more data and more compute is especially important for deep learning as the larger and more powerful networks require more training data.”

“The human element in deep learning is critical, because when deep learning misses the mark without human definitions and edits, it misses big.” 

“Testing is also essential with generative AI and any form of machine learning to demonstrate the value, but also to ensure there are no unexpected consequences.”