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How AI augments Marketeers to deliver remarkable impact

Posted by Equals 3 on Oct 9, 2018 11:31:29 AM

An interview with Dan Mallin, co-founder and CEO of Equals 3

By: Ton Dobbe – Chief Inspiration Officer, Value Inspiration

Every week I interview entrepreneurs and experts from around the world to share their big idea about new forms of value creation and the potential we can unlock when technology augments the unique strengths of people to deliver remarkable impact.

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Giving marketeers a competitive advantage

I got inspired by the big idea behind Equals 3; hence I invited CEO Dan Mallin to my podcast. We explore the day to day challenges of CMOs and marketeers with regards to analyzing and reporting on market data to drive segmentation and positioning decisions. We discuss how technology such as AI can help to not only speed up this process exponentially, but actually help to take outcomes to complete new levels of impact by revealing new insights, enabling marketeers to ask different and better questions, lowering Cost Per Action (CPA) and even guiding them to communicate more clearly. That’s pure competitive advantage.

The thing that triggered me most from my interview with Dan
“The one thing that is pretty consistent in business today is speed wins.”

Why did this trigger me? What's the bigger value here? 

While that is all true – there’s more to it. Doing things faster doesn’t mean you’re doing things better. Here’s where intelligence augmentation comes in. Intelligence augmentation is helping on two fronts: it 1) helps to you to get things done in fractions of the time you used to do it, and 2) it also multiplies the accuracy by which you accomplish the work since it the insights are of a quality we’ve never seen before (or possibly better, of a quality we could never afford before).

As Dan explains: “If I have to spend a hundred, two hundred hours doing something to get the analysis that I need to get to, and that can be multiple people but the equivalent of that, or if I can do it in four hours or five minutes, what is that speed worth to the organization? It can be millions of dollars. It can be better results because what really happens is, I don't have two hundred hours to get that data analyzed. Instead, I do it in four hours. If I do it in four hours, I don't have all of the value of the data being put to work.”

What’s the more significant question/opportunity that raises?

It’s the value we can unlock by going beyond the results. It’s fantastic that intelligence augmentation can help us deliver answers faster, with better quality – however, a very important side effect is that, now that we have the answers at hand, it allows us to ask follow-on questions, and get answers equally fast. How often do we just accept the results we have in at hand – simply because we know asking a different question will take hours if not days of additional work – which we don’t have.

But now we can – and that drives outcomes. As with one example from Equals 3 – it helped a client to get 15% higher CPAs (which every marketeer knows is ‘an Olympic-level competition’) – simply because they are now able to ultra-fine-tune segmentation, messaging and KPIs. And as an aside, the power of intelligence augmentation leverages the potential of every individual, not just one. In a world that’s all about creativity that’s pure competitive advantage.

Listen to the big idea behind Equals 3, and why it has the potential to transform the impact marketeers can make around the world.

Topics: Insider