AI Will Play a Bigger Role in the Linking of Meta-Level Data

Babak Hedayati, Founderr, CEO, and Chairman of TapClicks, "AI Will Play a Bigger Role in the Linking of Mete-Level Data."


Part 1

Show Notes:

02:16-Usability of AI and its role in the martech industry

04:28-Downmarket companies future on data density and building algorithms

08:17-Linking of the meta-level data

10:07-Is it becoming easier or more complicated to take disparate sources andunifying them with a multi-touch marketing attribution system

12:13-Analyzing and picking up the trends of the dat



For the world of martech, because there are so many different suppliers that are up to6,000 to 7,000 now, there is a lot of room for data management and operation deficiencyand fluidity.The real question is, At the end of the day how do you bring all thedata together efficiently,how do you bring actionable insights, how you help them optimize and essentially decidewhere the next dollar is to be spent knowing the historical data.-Babak

There are two areas where people are focused on to help. One is in the concept ofautomation, operational assistance, reducing errors and letting the humans really applytheir intelligence to the process. Babak

In the case of people that aren't marketed and solely focused on multi-channel marketing,the real challenge is not in-channel optimization. The Google's and Facebook's of the worldwill always eventually, outdo anyone trying to solve that problem.-Baba

In-channel optimization, predictive analytics is probably best to be left alone to the giantsbut for us, it is actually everything else. For us, it is cross-channel optimization which is amuch more interesting problem to solve.-Babak

It all boils down to reducing the amount of waste and improving the amount of effectivenessof the campaign and predicting where the money needs to go, cross-channel. That's whatTapClicks is focused on.-Babak

Multi-channel marketing is obviously a very complex, very data-driven problem to solve.-Ben

The idea that you can see billions and billions of dollars spent happening at different levelsif you pull it all up and started getting insights from a chain of events that needs to takeface, how do you get to that attribution. It all boils down to the proper links. If the link isbroken, you are going to waste efforts and resources.-Babak

You can imagine combining social, email mobile-driven campaigns and alerts, location-based solutions, retargeting, advertising through social networks and paid channels, youreally need to start designing an efficient methodology to deliver the message and resultsby linking stuff together.-Babak

That's the complicated part about marketing today. That you have multiple channels thatyou are operating with and you are collecting data that is essentially a different source thatneeds to be mapped together. If you get to the point of data density, then you can startplaying with machine learning and artificial intelligence.-Ben

I think that for the majority of the marketers still, learning which solution in an affordableway and at a quick rate canbring it all together is something that they need to know.-Babak


Part 2

Show Notes:

02:40-Changes and consolidations in the industry from the global landscape

06:36-Consolidation on a foundational level

10:30-Are there verticals that are ripe for consolidation or this is going to be spreadbroadly



Even back then when we started TapClicks, the question was, which channel do youpick?' and this problem is only getting exponentially worse formarketers where they haveto decide what to use and what not to use.-Babak

The second problem is that if you look at how they have to do their work, they have tolearn these new systems and these are all in different databases, different types oftechnology, different types of vendors and some are nicely funded, some are not and thelevel of uncertainty about how to proceed is very, very high and then you have to thinkabout the cost of leaning a new user interface every time you go into this differentand newchannel.-Babak

TapClicks has focused on two strategies. One is, we didn't go for a single-point solution,we always went for the platform plate starting with what matters most which was the dataanalytics and the reporting capability. Everything needs this core platform to operateefficiently.-Babak

Essentially over the last five years, we've been focused on bringing order workflow datamanagement and marketing data platform, analytics, reporting, SEO site auditing, and competitive intelligence, all of these aspects together by acquiring key technologies in themarketplace and re-doing them to put in a single, unified platform.-Babak

I see, basically two or three different types of scenarios. One is where there is a pointsolutionprovider that wants to consolidate their vertical.-Babak

The other thing that people can't do and I have not seen it done because it doesn't makeany sense is two-point solution providers joining forces to try unifying the platform.-Babak

Theconcept of two-point solution coming together, they don't up with a platform. They endup with two separate companies that they are managing under an umbrella.-Babak

The other one is when you have a platform, you are managing the ecosystem and aplatform is the combination of data and capability, it's already all there and now what youcan do is acquire companies and technologies that you believe are efficient, differentiatedand added to the platform so you can come in with a unified stack.-Babak

I think the easy thing to do is vertical consolidation which is happening and we have beena player in that.-Babak


Babak Hedayati Babak is the Founder, CEO, and Chairman of TapClicks, which is a leading marketing technology company for agencies, media companies, brands and enterprises


Podcast originally posted by MarTech Podcast.