One thing we’ve (at Nudge) been toying with and discussing for the last two years is – what’s the best play for machine learning for marketers?
There’s a lot of hype.
And of course, being in the marketing world, only amplified this.
Our lens has been, how does it make you super human? What can it do, practically, today, that makes you better at your job?
Till we found that, we weren’t gonna touch it.
But now I’m excited to share, we’ve got the beginnings of it. The team built a CommonSenseBot, which scans brands content, to find what is or isn’t working. Then lets you know.
We flipped the switch on it and just had it running in parallel. Within a few days it caught a major problem on a campaign, which had it not been identified could have cost the client a lot of money. More money than they pay us! (Yes we need to charge more ha).
Each week we are adding new components as we operationalize our knowledge and experience into it.
As we expand, we’re able to tap machine learning to identify potential problems and wins FASTER through predictions, thus minimizing that time to respond.
To me this passes our test, it’s smart, it’s consumable, it makes your better at your job – and it doesn’t add anything more to your plate. i.e. it does make you superhuman!
The future of this space is not AI as a sector, it’s of smart products which use it to simply enhance and do a better job.
Part of our product inspiration has been Marsbot, a subproduct of FourSquare, which makes recommendations based on where you’ve checked in before, passively in the background. If you haven’t tried it, do check it out.
In case you haven’t caught it, [via WikiPedia] the trolley problem is a thought experiment in ethics. The general form of the problem is this: There is a runaway trolley barreling down the railway tracks. Ahead, on the tracks, there are five people tied up and unable to move. The trolley is headed straight for them. You are standing some distance off in the train yard, next to a lever. If you pull this lever, the trolley will switch to a different set of tracks. However, you notice that there is one person on the side track. You have two options: (1) Do nothing, and the trolley kills the five people on the main track. (2) Pull the lever, diverting the trolley onto the side track where it will kill one person. Which is the most ethical choice?
A conundrum faced by driverless cars and the software creators behind them.
I liked how Mercedes has dissected the problem and focused on what they can control. Their view is:
Save the life you know you can save. That of the driver.
What they’re saying is, it’s hard to predict all other factors, but they know they can make a decision to save the driver of the car.
Each actor is acting in its own interest, they have to be careful to not over anticipate what they may/may not do.
Last weekend I waited hours in the cold to pick up the Snap Spectacles.
The week before I picked up the Google Home.
The third device, out in December, is the new Apple Earpods.
I’m keen to play with all of these.
These devices represent the early examples of the inevitable next steps in computing. The digitisation of the real world experiences.
Augmented reality is the next frontier, it’s that little step change which we can all accept and get practical use from today. The vital component required for new innovation to get adopted.
Seems Tim Cook agrees;
“AR is going to take a while, because there are some really hard technology challenges there,” he continued. “But it will happen, it will happen in a big way, and we will wonder when it does, how we ever lived without it. Like we wonder how we lived without our phone today.” MacWorld.
I’ve also shared some of my initial experiments with Google Home.
I would like this.
It’s called Black Friday, as it’s when the retailers shift in to the black.
It would be neat if they had the same intention for B2B/SAAS.
One time a year where there’s a bunch of deals, that helps them shift in to the black or at least close out the year strong.
Of course it doesn’t quite make sense they should always be in the black and/or don’t want to discount.
But I’m sure there’s a way.
We are the sum of our habits.
Our subconscious habitual decisions are what drive our lives.
All these little things; like whether we eat breakfast or not, we go to the gym, or rush to work, these habits impact the rest of our day.
A question then worth asking: Are our habits engineered towards happiness?
I think this is a fascinating topic, what I did last year was sit down and work on what do I do on my best days.
This came down to:
- A good breakfast
- Catching up with friends or peers
- Eating well
- Focused at work, satisfied with what I worked on today
- A bit of exercise
- Quality time with my wife
- Doing all the little errands or tidy ups, so that I don’t think about them
When I have those in my day, it’s a great day.
And now it’s ingrained into everyday routine.
So it’s worth asking yourself – what things do I do that create a banger of a day?