dmsso 2016 - how big data is changing content marketing by laurence otoole @authoritas
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Digital Marketing Summit 2020Laurence OToole, CEO, Authoritas, @AskLaurencewww.authoritas.com @authoritas_com #dmsso16Big Data Science for SEO & Content Marketing Success
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How Big Data & AI changed Content MarketingOr Where the hell was I and what happened to my job?
Digital Marketing Summit 2020Laurence OToole, CEO, Authoritas
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STARDATE: YEAR 2020
TUESDAY MORNING (MID): 10:20 A.M.
LOCATION: OFFICE, TWICKENHAM51.509865 -0.118092
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Agenda
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Could the future of our industry look (or sound) like that?
In the future Amy my AI canConverse with meConverse with other machinesAutomate Big Data analysis and insightsLearn what works and what doesntAutomate corrective action and predict outcomesWrite and/or edit multi-lingual contentPerform outreachOrganise my diaryResearch my presentation and synthesize its findingsBook me a round of golf!Make most of my team redundant!
AI will replace 35% of UK jobs in Content Strategy & Insights+ AI-driven Content Creation, Curation, Optimisation and Editing+ Human-like Conversations
Big Data APIs - SEO/Content MarketingSite AuditingSite CrawlingLog AnalysisKeyword RankingLink analysisWeb AnalyticsWebmaster ToolsUser BehaviourConsumer DemandCompetitive IntelligenceMarket Intelligence
EXTERNAL BIG DATA APIsINTERNAL DATABIG DATA TECHSTACKCLOUD
Big Data TechnologiesOpen Source Big Data Technologies Readily AvailableNoSQL & Distributed Processing Cassandra, Big Table, Hadoop, etcGraph Databases Neo4J, Titan, etc
Computing Power Still IncreasingMoores LawGoogles TPU (Tensor Flow Processor) for Machine LearningMovidius Machine Learning on a USB stick!
Machine Intelligence
Source: The Economist
Machine Intelligence
Source: FrankDianas Blog
Machine Intelligence
Machine Learning AlgorithmsIts getting easier to integrate Machine Learning into your Apps
Natural Language Processing APIsMonkeyLearn Text analysis and classification Machine Learning APIIBM Watson Language, Vision, Speech & Data APIsMicrosoft Azure Machine Learning API - Language, Vision, Speech, Search & Recommendation APIsGoogle Prediction API - Sentiment analysis, Purchase Prediction, Spam DetectionAmazon Machine Learning Detect Fraud, Forecast Demand, Personalisation & Recommendation APIs
Machine Learning AlgorithmsMachine Learning - Open Source CodeGoogle Assistant - Tensor FlowFacebook M Virtual Assistant - TorchAmazon Echo - DSSTNEApple Siri You can now get your apps to work with SiriMicrosoft Cortana Cognitive Toolkit
Natural Language Generation APIsNarrative ScienceWordsmithArria Platform
All this Big Data and Big Data Tech, yet no insights?Its a familiar story!
Data should tell you a storyEven if its not the one you want to hear!
Shift from Content Analytics > Content Strategy & InsightsAI AdvancesNatural Language Processing & Natural Language GenerationPattern & Trend analysis, Predictive analytics, RecommendationsNarrow AI in key verticalsE.g. Local SMEs & eCommerce players will benefit from very different trained AI models and solutionsStorytelling through dataNarrative Science & Automated Insights turn tables and charts into human readable stories/insightsReport personalisation and automation
Old SERP Data
New Insights from old SERP data
Combining Big Data APIs +Big Data Technology +Machine Learning Algorithms =
New Insights & Winning Strategies
THE COMPETITION!
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THE OPPORTUNITY!
YOURDOMAINRDPKWCDCPYOUR DOMAINYOUR PAGEKEYWORDCOMPETING DOMAINSCOMPETITORS' PAGESTHE OPPORTUNITY!THE OPPORTUNITY!THE OPPORTUNITY!
Using a Graph to understand your market
DIY.coms Market Top 100 Sites
With the next generation of Natural Language Generation algorithms this pretty bubble chart could be coupled with the following narrative:
Laurence, your best content creation opportunities are in the following categories: Flooring, Bathrooms and Fencing.Our model shows that improving and creating new content in these areas will generate you an additional 10,000 of revenue per month with an estimated ROI of 300%.....So get cracking!
Automated Content Strategy
Automated Content Strategy?Or betterWould you like me to create this content for you?
Or better stillIve created this content for you already?
Or even perhaps (my dream one day)How was the golf yesterday? Whilst you were playing golf, the content I wrote made you another 3,000.
Content CreationAI - Natural Language GenerationAI will not be limited to content editing, optimisation & curationAI will create content that will be indistinguishable from human written contentBut it wont replace journalists and content writers - it will free them up for more in-depth workAI Programs are already writing all sorts of content today..
Human or Computer?Kitty couldnt fall asleep for a long time. Her nerves were strained as two tight strings, and even a glass of hot wine, that Vronsky made her drink, did not help her. Lying in bed she kept going over and over that monstrous scene at the meadow.
(New York Times Test)The Russian novel "True Love" was written by a computer in St. Petersburg in 72 hours.
I was laid out sideways on a soft American van seat, several young men still plying me with vodkas that I dutifully drank, because for a Russian it is impolite to refuse.
Unlike "True Love," this novel was written by a human. It is an excerpt from Gary Shteyngart's "Absurdistan.
User Perceptions of Robot vs Journalist Content Writer
Source: www.tandfonline.com - Christer Clerwall of Karlstads University in Sweden
Toutiaos Xiaomingbothttp://www.toutiao.com Xiaomingbot & (Futurism.com)
AI wrote 450 articles during the 2016 Olympics
The Washington Post Heliograf
The Washington Post uses its in-house created AI Heliograf for Automated Storytelling during the 2016 Olympics and is planning to use it to cover the US Elections (WSJ)
Japanese AI novel almost wins literary prize
Source: Digital Trends. Credit: Sergey Soldatov/123RF.com
IBM Watson/Fox AI creates - Trailer
AI Creates Screenplay Sunspring
AI Creates Screenplay Sunspring
AI Creates Screenplay Watch the film!If only to read the human comments!
Automated Insights >1.5Bn narratives
Quill (Narrative Sciences)
Arrias NLG Platform
But this is where it gets really interesting.
Human-like ConversationsConsumerism has driven AI adoption in the B2C space - Well soon be able to interact with our Enterprise apps in a similar (familiar) way
An Analytics Platform that talks to you?
Add Conversation to your Apps?
BIG DATA APIsINTERNAL DATABIG DATA TECHSTACKCLOUDMACHINE INTELLIGENCEN/B: Represents APIsCONTENT AUTOMATIONNATURAL LANGUAGE GENERATIONHUMAN INTERACTION
You get AmyA personalised AI that makes your life more productive, more successful, easier and more rewarding. Unless of course shes replaced you!
Source: waitbutwhy.comBecause of the Law of Accelerating Returns the 21st century will achieve 1,000 times the progress of the 20th century. Ray Kurzweil
Amy and I hope to see you again at the Digital Marketing Summit 2020!Laurence OToole, CEO, [email protected]+44 208 977 4465@asklaurence or @authoritas_comwww.authoritas.com
Amy and I hope to see you again at the Digital Marketing Summit 2020!Laurence OToole, CEO, [email protected]+44 208 977 4465@asklaurence or @authoritas_comwww.authoritas.com