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Just to say to the Jane O'Sullivan, thank you so much for yesterday evening, great venue, food, and so nice to meet people face to face! Looking forward to the next one!
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One for the Marketers out there.
Quantum Marketing?
Really enjoying the discussion and learning at the Festival of Marketing – this is an on-line festival featuring lots of key players in marketing and more. Eddie Izzard even makes an appearance!
There was one odd session though. This was from the very impressive Raja Rajamannar, CMO (amongst other things) of Mastercard.
He spoke of the 3rd, (or was it 4th?) paradigm of marketing which apparently is all about artificial learning, intelligence and the rest. He calls it Quantum marketing, and he’s written a book on it too!
From what I could make out, he thinks that the 4th paradigm (or was it the 3rd?) will completely change marketing, yup, all of it! He also said that there will be no need for silly questionnaires and focus groups, so presumably that means no actual talking to customers, you know, like good marketers do! From what I could make out, he claims advertising is dead too – specifically …
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Possible in the future if you have every piece of data about large numbers of people available to you to predict their habits and desire with more accuracy than the people telling you themselves. In reality, there’s a lot in the way of getting to that quickly both technically and ethically. Makes for a good presentation though.
Mark Ritson is the best person to watch in that conference. He calls out a lot of the BS in market. We had him to come and speak at our Levitt Group Annual Lectu…
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Hi Pete – yes, the future of data is frightening. Love Mark – he did a great talk about marketing in small businesses – very entertaining!
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Hi Will, interesting post, I toy with this idea – I think speaking to people is important, as people’s behaviours don’t always reflect their opinions and how they really feel about something. I struggle to see how AI could replace this, but then again don’t know a huge amount about AI and machine learning.
I’d be intrigued to hear what Richard Saldanha, Roland Szabo, Chris Bracegirdle, Conrad Young, Elena Cobianu, Iain Hunter, Carlos Fitzpatrick, Jacqui Greeff, Adriana Ci, Oliver Burt, Lyndsay Noble, @b…
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Ah, the wisdom of crowds or is it merely data analysis (probabilistic not exact)? But I do regard this as more accurate/insightful than surveying people. It’s not, however, what I regard as true AI. Come and have a chat and learn more – https://istonline.org.uk/networks/artificial-intelligence-sig/
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For me, I guess, I was surprised that such a senior marketer seemed to suggest that good old qualitative interviews and focus group, ethnographic research would all die at the hands of AI! For sure, AI will be part of the diagnosis stage of strategic marketing planning, but it’s likely to be quantitative in it’s approach. You can’t really beat a bit of face to face chat as part your research, especially for small businesses with limited budget. And, after all, doesn’t …
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I’m a huge fan of using behavioral data for segmentation (and, by extension, personalization) and of using machine learning methods for doing that segmentation. However, I agree with many of the posters on this thread in that we haven’t reached a point where the data available is clean or reliable enough to be the exclusive method of understanding customers. Furthermore, behavioral data only provides insight into the ”what” not the ”why” and I think better mar…
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So AI is not enough of a buzzword, time to throw in Quantum as well?
In a sense yes, if you have enough data about someone, you don’t need to talk to them. But we’re not there yet. I mean just look at what kind of videos are recommended for you on the Youtube front page. Youtube has about as much data as you can have on someone (all their watch history, all their Google search history, etc.) and they still sometimes suggest completely oddball videos that are of no interest (at l…
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Will Greig posted in the group Catapult – 14 October 2021 Cohort (#10)
Especially for Ilaria Vilkelis , check out
for the most inspiring approach to design that I have ever come across. There is also a Netflix Series
https://www.youtube.com/watch?v=5f7fHHEr_NA
called Abstract which features Ilse’s approach to design. Its great!!
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I’ll check it out this week for sure, I’ve been looking at some images of the designs and it’s just mindblowing. Anything with that palette of natural, pastel and muted colours is just *cheff’s kiss* imo!
Thanks for sharing, Will.
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Thank Will Greig, loving the video of Studioilse and ”design is not a noun is a verb”. Thank you for the great conversation today!
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Thanks so much Will, it was great to see you face to face, and so are we we’re really looking forward to seeing everyone again!