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\f0\fs32 \cf2 \expnd0\expndtw0\kerning0
\outl0\strokewidth0 \strokec2 Welcome back
to Marketing & The Machine.\
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\cf2 \
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\cf2 This is your host, Bob, and it's nearly
September. But... I\'92m still here, sweating
it out in sunny Austin, Texas, to help all
my forward-thinking marketing friends keep
up and make sense of how artificial intelligence
is impacting the field of marketing.\'a0\
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\cf2 \
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\cf2 It\'92s episode 3, can I say we\'92re
friends yet??\
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\cf2 \
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\cf2 If you\'92re new to the show, it\'92s
great to have you. I publish about twice a
month, so you\'92ll see that little red notification
on your podcast player popping up, letting
you know there\'92s actionable, explain-it-to-me-like-I\'92m-five
marketing advice ready for your ear holes.
Let\'92s keep it light and get on with the
show.\'a0\
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\cf2 \
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\cf2 Here are three stories I\'92m covering
in this episode:\
\
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\cf2 Amazon is making its internal machine
learning training classes available to the
public. Papa Bezos has started to realize
that it\'92s gonna take a lot more big brains
to complete his death star. You get some computer
vision skills! You get some natural language
processing expertise!\'a0\uc0\u8232 \
You down with GPT-3? Yeah, you know me! Have
you heard of this? It-just-might be-the-closest-we\'92ve-come-to-real-
human-intelligence-from-a-machine. I\'92ll
break down what it is, how it works, and how
marketers might could use it in the future.\'a0\uc0\u8232
\
The storied cookie is on a slow death march,
and marketers are freaking out. Take some
breaths and let me show you how machine modeling
can help you get an accurate, privacy-centric
view of your customer while still showing
marketing's impact.\uc0\u8232 \
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\cf2 Story number 1\
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\f1\i \cf2 Amazon's Machine Learning University
is making its online courses available to
the public
\f0\i0 \
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\cf2 \
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\cf2 Internal Amazon training classes previously
only available to Amazon employees will now
be open to the world.\
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\cf2 \
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\cf2 The company has seen first hand how Machine
Learning can transform a business. From the
Alexa team and the folks in Supply Chain Optimization
but also in Amazon Go (their cashier-less
grocery stores) and, of course, their .COM
team who works to make sure each customer\'92s
experience is five stars.\
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\cf2 \
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\cf2 The classes, taught by Amazon ML experts
began back in 2016 because the company found
that the demand for machine learning professionals
outweighs the supply.\'a0\
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\cf2 \
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\cf2 The curriculum is designed to sharpen
the skills of ML experts, but also give newbies
the tools to deploy their own Machine Learning
projects. Score!\'a0\
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\cf2 \
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\cf2 The first three accelerated courses are
available now and cover tabular data (Machine
Learning with spreadsheet-like tables), computer
vision (decrypting how a machine understands
images and video), and natural language processing
(machines understand human language).\'a0\
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\cf2 \
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\cf2 I\'92ll link to these in the show notes.
BTW - Did you notice how these first three
align with Amazon\'92s specific business initiatives
and problems?\
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\cf2 \
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\cf2 Amazon plans to add nine more courses
before the end of the year. And in 2021, all
their machine learning classes will be available
via on-demand video WITH the coding examples
to match.\'a0\
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\cf2 \
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\cf2 Amazon acknowledges that its core curriculum
is challenging and could take multi-weeks
of study. Still, these accelerated classes
allow learners to get their hands dirty right
out of the box.\
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\cf2 \
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\cf2 What I like is that Amazon acknowledges
that Machine Learning is rapidly evolving,
so they\'92re staying fluid about the course
topics and how the course is being presented
(short nuggets over long segments).\'a0\
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\cf2 \
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\cf2 Go check them out and add a little AI
knowledge to your LinkedIn profile.\'a0\
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\cf2 \
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\cf2 \
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\f2\b \cf2 STORY 2
\f0\b0 \
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\cf2 The term AI gets thrown around a lot.
It\'92s a fairly broad term. You could think
of Siri or Alexa as Artificial Intelligence.
So is a chatbot. You could say that the technology
behind a Google search, Google Ads, and Google
Photos is AI. All these technologies can fall
under the big umbrella called Artificial Intelligence,
which, at its essence, is building smart machines
that are capable of performing tasks that
typically require human intelligence.\'a0\
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\cf2 \
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\cf2 You\'92ve probably used at least one
of the technologies I just mentioned, and
I bet you\'92d agree that we\'92ve got a long
way to go before they fully mimic human intelligence.
Like, for me, Siri is just a $1,000 kitchen
timer.\'a0\'a0\
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\cf2 \
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\cf2 But a program by the name of GPT-3, launched
in June, might be the closest we\'92ve come
yet to real human intelligence from a machine.\'a0\
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\cf2 \
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\cf2 GPT-3 was created by {\field{\*\fldinst{HYPERLINK
"https://openai.com/"}}{\fldrslt \cf3 \ul
\ulc3 \strokec3 OpenAI}}, an artificial intelligence
research lab out of San Francisco that has
funding from Elon Musk. As I mentioned, it
launched this June (mask and all) and is the
third iteration (and first commercial application)
of the machine learning model the lab has
produced...hence the three at the end.\'a0\
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\cf2 \
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\cf2 What the heck are you even talking about,
and why is this such a big idea?\
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\cf2 \
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\cf2 Well, GPT-3 is a neural-network powered
language model. Stick with me here for a minute.
I promise to ease into this.\'a0\
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\cf2 \
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\cf2 It has trained itself on basically gobs
and gobs of unlabeled data (major key!) crawling
across the web, including stuff like Wikipedia,
Reddit, news articles, fan fiction, you name
it. Something to the tune of 45TB of data
and nearly \ul one trillion words\ulnone !\
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\cf2 \
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\cf2 Now in GPT-3\'92s case, the {\field{\*\fldinst{HYPERLINK
"https://towardsdatascience.com/language-modeling-c1cf7b983685"}}{\fldrslt
\cf3 \ul \ulc3 \strokec3 language model}}
essentially predicts and weighs the likelihood
of a sentence existing in the world. A typical
example I\'92ve seen thrown around lately
is that GPT-3 can label the sentence: \'93I
take my \ul dog\ulnone for a walk\'94 as more
probable to exist than the sentence: \'93I
take my \ul banana\ulnone for a walk.\'94
In all that data, it looks at big chunks of
content to make inferences on what is likely
to come next. In this particular sentence
it\'92s learned that \'93dog\'94 has a stronger
connection and is more likely to exist.\'a0\'a0\
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\cf2 \
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\cf2 In the same vein, if you were to give
it a single input word of \'93fire,\'94 it\'92s
more likely to follow back with the words
\'93truck\'94 or \'93alarm\'94 over some other
jibberish because it\'92s already made those
connections in the data. Does that make sense?
Cool.\'a0\
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\cf2 \
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\cf2 If you want, you can loosely think of
it in comparison to how a baby learns to speak
- it takes language cues and patterns from
all different inputs, which initially probably
feels like jibberish to them, but the wheels
start spinning, and the brain starts connecting
all those itty bitty neurons and synapses
until full words and sentences form.\'a0\
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\cf2 \
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\cf2 Now, GPT-3 has made connections and can
do this for sentences and phrases and, generally,
\ul any sequence of characters\ulnone . It
can be used for all sorts of things that require,
well\'85.language. Things like answering questions,
summarizing text, conversations, and more.\'a0\
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\cf2 \
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\cf2 GPT-3 can do all this because in all
the data it's ingested. It has made something
like 175 Billion different connections! For
scale, that\'92s light years ahead of anything
else out there! In the earlier version, GPT-2
only had 1.5 Billion, and GPT-1 had an embarrassingly
175 million parameters. Poof.\
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\cf2 \
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\cf2 GPT-3 is the smartest baby...ever. It\'92s
the Baby of the Year!\
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\cf2 \
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\cf2 How might this impact marketing? Give
me the good stuff, Bob!\
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\cf2 \
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\cf2 One day with GPT-3 you might be able
to just write a few lines of an article or
piece of content, and the program automagically
fills in the rest. It could help with writer\'92s
block and lower the barrier of entry of creating
media even lower.\'a0\
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\cf2 \
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\cf2 Recently a college student generated
an entire blog, and one of his posts ended
up hitting the top of Hacker News, a popular
social site focused on computer science. The
post wasn\'92t groundbreaking, but it did
create buzz, and very few people caught on
that the article was AI-driven!\'a0\
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\cf2 \
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\cf2 It could write a trendy headline or even
a viral tweet. It could help with your strategy
or writing briefs. It could write your ad
copy or even translate pages of your website
to various languages.\
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\cf2 \
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\cf2 GPT-3 can write functional code or query
a database for you based on plain English
directions. I\'92ll link to an example in
the show notes showing GPT-3 creating the
HTML and CSS for web buttons.\
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\cf2 \
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\cf2 \'93GPT-3, please make a green square
button that is 100x100 pixels and has the
words \'93Buy Now\'94 written in yellow.\'94
That\'92s crazy to me!\
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\cf2 \
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\cf2 OpenAI is keeping access to it\'92s API
invite-only for now, so common folk can\'92t
just go download it from the internet.\'a0\
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\cf2 \
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\cf2 But researchers who have been granted
access have built imaginary conversations
between historical figures, summarized movies
with emojis, and written Dr. Seuss poems.\'a0\
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\cf2 \
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\cf2 This is just the tip of the iceberg,
my fellow marketers. It\'92s exciting and
fascinating and a bit scary, so watch this
space!\
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\cf2 \
\
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\f2\b \cf2 STORY 3 \uc0\u8232
\f0\b0 Why conversion modeling will be crucial
in a world without cookies\
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\cf2 \
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\cf2 Just a few years back, I don\'92t know
if I knew how good I had it as a marketer.
Over various campaigns I\'92d lean heavily
on the all-mighty cookie logging and tracking
what would happen after a user clicked one
of my ads.\'a0\
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\cf2 \
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\cf2 Streamlined reporting meant I could see
what channels converted best, make modifications
to fix the lagers, and get an excellent view
of my customer\'92s journey. It was solid
gold!\
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\cf2 \
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\cf2 Just thinking about it makes me want
to pour a glass of Country Time Lemonade and
spend the afternoon in a rocking chair.\'a0\'a0\
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\cf2 \
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\cf2 That\'92s not the case anymore. Today,
marketers are up against cookie restrictions
built into browsers like Firefox and Safari
(and soon to be Chrome), users flipping between
devices and browsers, global privacy regulations,
and other blind spots. It\'92s challenging
marketers to be more forward-thinking and
privacy-focused.\'a0\
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\cf2 \
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\cf2 And as the cookie has crumbled, we\'92re
now led to a very complex landscape with gaps
in digital media measurement and conversions
becoming more and more difficult to track.
Like it or not, we\'92re in the midst of a
measurement evolution!\'a0\
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\cf2 \
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\cf2 So, how can machine learning help in
this new cookie-starved world?\'a0\
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\cf2 \
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\cf2 Now entering the arena - Conversion Modeling!
In layman's terms, it just means using machine
learning to fill in the gaps when some of
your conversions can\'92t be measured. It
saves your butt and helps you show the real
impact of your marketing efforts when you\'92re
unable to attribute conversions to a specific
channel or medium.\'a0\
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\cf2 \
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\cf2 With conversion modeling, any known data
you can collect (such as device, date, time,
conversion type) is fed to an algorithm. It\'92s
paired up with historical trends to confidently
validate and inform measurement.\'a0\
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\cf2 \
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\cf2 The large benefit here is that Conversion
Modeling gets you an accurate measurement
while only reporting on aggregated and anonymized
data. You get a privacy-centric and deep picture
of your customer behavior, while not giving
up the accurate reporting of the good ole\'92
days.\
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\cf2 \
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\cf2 That\'92s a huge impact on the overall
health of your business. Being able to measure
accurately is such an essential foundation
upon which your ongoing learnings, decisions,
and optimizations are built.\
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\cf2 \
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\cf2 The key to conversion modeling though
is making sure to implement solutions that
can help increase the amount of observable
data for your campaigns. The more known (and
accurate) data you can feed the machine learning
model, the stronger your foundation, and in
the end, the better the model\'92s results.\'a0\
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\cf2 \
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\cf2 This being an article from Google, they\'92re
of course, pimping tools like Google Tag Manager
or global site tags on your website to ensure
you\'92re set up for measurement success,
but alternative options like Adobe Analytics
would also do the trick.\'a0\'a0\
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\cf2 \
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\cf2 Check out the show notes to the link
to this article as well as a privacy playbook
for the modern marketer.\'a0\
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\cf2 \
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\cf2 \
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\cf2 Thanks for listening to episode #3 of
Marketing & The Machine. See the show notes
for more info and links to any of the pieces
I talked about today.\'a0\
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\cf2 \
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\cf2 If I can and not to go all Daleigha on
you, but this episode was hard to write. Not
because of the difficulty of the content,
but because of all the heavy stuff going on
in the world. Sitting down to write this,
I would drift into thinking about the tens
of thousands who have lost loved ones to COVID,
the folks who are tirelessly working to improve
social injustices, the millions unemployed,
the parents trying to balance work and kids
school, the folks battling fires and hurricanes.\'a0\
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\cf2 \
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\cf2 If you\'92re one of those folks or you\'92re
battling your own issues, I just want you
to know I\'92m thinking of you, and this isn\'92t
forever. We\'92re all going to get through
this.\'a0\
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\cf2 \
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\cf2 Thanks for listening.\'a0
\f3\fs24 \
}
