Artificial Intelligence in Marketing

Question 1

What is AI?

Answer 1

A science like Math or biology

Question 2

Why important for digital marketing?

Answer 2

Several reasons - it is used in many applications in marketing
ex: predicting consumer behavior, content creation, sales forecasting

Question 3

AI vs Machine Learning (ML) vs Deep Learning (DL)

Answer 3

AI - like science or math
ML - a system that learns by itself without need for specific programming, improves when you feed it more data
DL - Type of ML, human neural system mimicked to learn something or to solve a problem

Question 4

what is Overfitting & underfitting when it comes to learning?

Answer 4

Overfitting; Not enough data + model too complex for the problem

Underfitting: Not enough training + too simple, can`t explain the variance

Question 5

Recommendation systems

Answer 5

Used to recommend users similar or relevant products based on their prefeances, uses user-data

Question 6

3 primary components of a recommender system

Answer 6

Candidate generating, Scoring, Re-ranking

Question 7

Candidate generating

Answer 7

2 ways to filter content
1. Content based filtering
Uses similarity between items to recommend similar items to what user likes. Example watching cute cat videos will lead to recommendations for other animal videos of the same sort

2. Collaborative filtering
   Similarities between queries and items simultaneously to provide recommendations. User A is similar to user B, user B likes one vid, User A can get that recommended even if he hasn`t watched a similar video

Question 8

What is the softmax Deep Neural Network?

Answer 8

type of artificial neural network (ANN) architecture. Used to assign input data to one of multiple pre-defined classes or categories.

Input is everything like; watch time, watch history, country, language etc.

Output is video candidates with a probability score

Question 9

What is the goal of YouTube recommendations?

Answer 9

Improve watch time

Question 10

What is so special about TikTok?

Answer 10

the first mainstream consumer app where AI IS the product.

Question 11

What is tiktok recommendations based off?

Answer 11

“ByteDance”

3 dimensions:
content data
user data
scenario data

Question 12

What does Facebook recommendations show?

Answer 12

Next item on Facebook or Instagram feed

Question 13

Google Ads: optimised targeting

Answer 13

Helps you get more conversions within your budget

Question 14

Google ads: Performance Planner

Answer 14

Forecasting tool that uses Machine Learning to reveal possibilities of your Google Ads campaigns.