New Byline: Can AI And Automation Give Marketers Their Mondays Back?

Jul 2, 2019

Director of Marketing Strategy & Operations

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Partnerize CMO Jim Nichols, has written a byline about how all marketers, especially partner marketers, can leverage AI tools to gain efficiencies and cut down on repetitive tasks, and thus, get their Mondays back.

Here is an excerpt from Jim’s article that appeared in Forbes:

Can AI And Automation Give Marketers Their Mondays BackOver the course of my career, I can easily say that at least 20% of my office time has gone to busy work. Not unimportant work, but work that is less about insight and strategy and more about ensuring that we have collated information, created necessary versions or answered urgent tactical needs. My team and I call these tasks “making the donuts,” but whatever you call them, they are often a big time suck. 

Let’s call that 20% our Mondays — one-fifth of our week.

As AI and real automation become less and less about someday in the future and more and more about here and now, this combination may give us our Mondays back. In this view of the future, machine learning and tech are harnessed to enable growth leaders to focus more of our energy on strategy and planning.

In revenue partnerships, the space in which I work, the need for AI and automation is arguably even greater than in other areas of marketing. That’s because brands usually work with multiple partners, which increases the number of things that need to be developed, checked, analyzed and monitored. Here are some key tasks that have taken away lots of my (and your) Mondays, along with how AI and automation are minimizing and eliminating those time-takers.

Forecasting

Forecasting is core to a growth leader’s responsibility. Without it, we cannot set goals or track our progress against them. I am excited by the early application of AI to this area because AI can provide an important addition to our business insight. It also holds the potential to free the forecasting exercise from excessive emotional bias. Forecasting can be very time-consuming if you truly take the time to examine past performance and identify the factors that led to those results. Brand leaders must do their best to determine both the key success factors for their businesses and the likely results when they adhere to those success factors. AI can speed up the process, consider more factors and provide important additional input.  

In the context of partner marketing, for example, AI is now being used the predict the future performance of a brand’s largest partnerships — the ones that can really impact the business results. AI-based forecasting delivers projections with a high degree of statistical significance and provides valuable input for business planning and performance measurement.

Fraud Detection

Fraudsters are crafty, and brands are in a constant arms race to stay ahead of new developments designed to fake results or take undeserved credit for outcomes. Further, fraud attacks are often massive and sudden, so your business can lose a great deal of potential revenue in a relatively short period of time.

 

Read the rest of the article in Forbes.

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