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Machines + Humans: Marketing AI’s Real-World Impacts

Session scheduled at 9:30-10:20 in Room 3 (Ski-U-Mah)

It’s too easy to look at AI and immediately go to the extremes. AI will replace our jobs! Machines will take the fun out of marketing! What’s next? Creative spots? The same thing happened at the dawn of the Web, and look where we are today. Marketing AI is essentially providing horsepower to work that marketing people never wanted to do anyways, from sifting through massive amounts of data to develop real-time business intelligence or establishing dynamic audience targets that media planners can execute against. Hear from people who are actually using AI to better their work.

Takeaways:

  • Practical, near-term uses of AI vs. the broader, unproven claims
  • Currently available technologies for AI
  • Organizational efficiencies gained through use of AI

Attendee Skill Level: Data and marketing analysts

Presented By

Andrew Eklund

As CEO and Founder of Ciceron, one of the leading digital agencies in the country, Andrew has led his company and its clients through the entire history of the Web over the past two decades. Those clients include; Warner Music Group, Be The Match, 3M, Delta Airlines, The Home Depot, Children’s Hospital, Vonage, Capella University, Radisson Blu Hotels, Coldwell Banker Real Estate, FeedingAmerica, and many more.

Andrew has spoken extensively around the country at industry conferences, including MediaPost Summits, the Governor’s Conference on Tourism in Las Vegas, E-Tourism Summit, MarketingSherpa, MobCon, multiple MIMA events, to name a few.

In February of 2017, Andrew was named one of Minnesota Business’s “Paragons of Leadership,” a distinction given to business executives who make “a positive impact through service, character, and leadership.” In May 2016, Andrew was selected as one of “The (Real) Power 50 of 2016” by the same magazine, and in 2011, he was named as one of the “200 Minnesotans You Should Know” by the Twin Cities Business magazine. Ciceron has been named as one of the “Top 100 Places To Work” on numerous occasions including 2014, 2015 and 2016. In July of 2016, Ciceron was also named a Best Place to Work by the Business Journal. Andrew is most proud of these team recognitions.

Andrew provides both senior strategy insight and leads Ciceron’s business development initiatives. He’s also one of the original members of The Big Wu and is debatably the world’s biggest Phish fan

Follow @aeklund on Twitter

Kristen Findley

Kristen is one of the original “cicerones.” She started at Ciceron way back in 1999 and helped the company grow during some of the earliest days in the company’s history. During that time, she oversaw the growth of our development and project management team while launching many of Ciceron’s first digital marketing efforts. During her first tenure at Ciceron, she was a beta tester for a small new ad platform called Google AdWords as well as worked with a small email marketing start-up sub-leasing in the Ciceron offices called ExactTarget, a company acquired by Salesforce for $2.5 billion. As they say, the rest is history.

Kristen spent several years leading digital marketing and analytics teams at major brands like Ameriprise and Carlson Marketing as well as working agency-side with a variety of Fortune 100 clients in consumer packaged goods, travel, retail, and causes. Kristen speaks regularly at industry conferences on consumer research, web analytics, UX, and digital marketing.

In 2014, Kristen returned to Ciceron. She now leads all consumer insights work for the firm which gives her an all-access pass to massive amounts of consumer data. This makes her happy. In addition, Kristen is the expert liaison between Ciceron and our many technologies partners, including Equals 3/IBM Watson, our partner in marketing AI.

Aside from Kristen’s love for digital, she plays on a women’s hockey league and teaches yoga.

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