quick everybody turn around I'm Eric
Kirby as as the voice in this guy said I
lead product development and delivery
for the the data cloud and we have a fun
topic next maybe why no Robin thinks
it's fun as you heard earlier but we
want to dig into artificial intelligence
and marketing and start to diagnose
whether we're talking about the new
possible its Corey outlined or whether
this is the same shit we've been talking
about for years or in my case given the
gray here literally decades right so
we're going to dig into that a little
bit today and I'm joined by two leaders
in our industry to help with the
conversation first let me introduce
Amanda Kahlo who is the CEO and founder
of sixth-sense and I'll let her describe
what that does in a minute but let me
also point out that today is the
four-year anniversary of her founding of
sixth-sense so congratulations on that
yeah and six minutes is not a first time
at the rodeo she spent 14 years as the
CEO and founder of CI insights prior to
that so Amana could you just take a
minute and tell us what Sixth Sense does
sure and sixth sense is a predictive
intelligence company for b2b sales and
marketing our thesis in life is
everything comes down to timing if you
knew as a salesperson and as a marketer
when your buyers are in market it can be
game-changing
we spend millions hundreds of millions
of dollars wasting our money trying to
reach buyers at the wrong time we all
have our total addressable markets our
tan we want to go after but we think
about it as Pam now when is the right
time but they actually have pain and
have a need and we do this by connecting
behavioral signals from publishers blogs
communities forum everything that you're
sitting on top of your website your
marketing automation your CRM we look at
patterns of behaviors of companies that
purchase from other companies and then
when other companies exhibit the same
pattern we predict the base to or in
market to buy and essentially what it
does is it changes the game from
everything from top of funnel so every
ad you spend every display every social
targeting that you're doing down to envy
when somebody
and as a lead knowing if you should hand
this to sales for b2b marketers out
there imagine a world where you act can
actually hand something to sales and you
feel confident that it's going to
convert and then for sales reps and for
our beady arse and inside sales teams to
go after and call on the right count
account when they actually have a pain
and have a need and they're likely to be
receptacle to your methods
sounds like AI may be relevant to that
we'll find out great we're also joined
by Dave helm Reich who is the CEO of
live intent he also has an anniversary
was at this conference last year when he
started as the CEO at live intent so but
also not his first time doing something
like this over ten years in the industry
before CEO of live intent he was the CEO
of audience partners and spent a number
of years that targets info and NuStar
prior to that helping to build on some
of the first products around audience
targeting and onboarding in the market
baby want to give a quick summary of
live in tent and where you guys flash
sure love to apparently the wrinkles to
show it according to this blow-up
picture of me on stage great to see so
many friends in the audience and thanks
for having me really appreciate it so
the live in 10 is a smarter way to
advertise and market in a mobile-first
world and so for us that means creating
this intersection of 1,500 publishers
companies like the New York Times The
Wall Street Journal Conde Nast Hearst
and companies that don't look like
traditional publishers we don't think of
as traditional publishers like Walmart
and Kohl's and eBay and others and so in
that world we help those publishers in a
deterministic way reach the largest
brands and consumers brands reach their
consumers that have that intent and that
desire to engage with with those
opportunities so when I say
deterministic we sit on a people grasp
and he saw you know Robin talked about
the the Oracle idea graph we sit in a
people graph that reaches about 200
million people not devices or cookies
200 million people between the ages of
18 and 90 we see 160 million unique
people every month where we actually see
that person and we see all the devices
that surround them and that gives us the
ability to create this intersection
where we actually help the Wall Street
Journal you know reach Marriott buyers
and American Express and companies like
The Wall Street Journal and create that
intersection between interests and the
opportunity to actually talk to that
consumer that ID graph which is
proprietary to us is you know I never
like to talk about being third but you
know we're third compared to other
marketing and advertising channels like
Facebook and Google gives the
opportunity in a known world to reach
those prospects and those customers in a
way that they want to be interacted with
and actually drive the most value so
we'll talk about how we use things like
AI however we define that as it applies
to our business and good so let's let's
start let's start by defining it I was
this morning at a breakfast with a
number of industry analysts who are in
the room today and the comment was made
that you know there's a lot of confusion
about what are we talking about when we
were talking about artificial
intelligence is it just a new word for
analytics and marketing so what let's
let's start there so how do you define
artificial intelligence within our space
and yeah Amanda you want to take us yeah
so I'll go back and I'll go back in time
so I would say we're not at full a I yet
in our space so anyone who says that
we're doing that we're not there because
AI is really about cognitive
understanding and reasoning so if you go
back you go back five years and what we
were doing you know in the early days
and even looking at the b2c space you're
doing a lot of correlation analysis
you're doing a lot of heuristics five
points if somebody download the
whitepaper two points that they do this
and they're a CEO and they do this
that's somebody coming up with their own
logic and their own reasoning based on
what they think their buyers are doing
and how they're engaging then we moved
on to the next step and after that we
moved into really where we are today is
more of a machine learning and it's self
learning right so imagine that you know
buyers were cost these publishers and
they go to your website and then they go
to them your marketing automation but
the difference between a CIO doing an
activity and an IT manager and a CMO and
then the relationship between that
activity and how the timeframe that they
do it and how often they do it and where
they're doing it and they're there
relativity based on themselves
all these other
actors can be played in and then
machines can get smarter about ya my
human brain can't do that here a
Stickley can't look at all these
different factors and all these
different equations and come up with the
right formula but machine learning can
say I can actually look at all the
patterns of behavior in the past and
then when new patterns are coming in I
can get smarter and smarter to know that
somebody actually has a need and then
the remark in AI on the other hand if
you think about autonomous cars and what
AI really is about it's about taking
reasoning putting reasoning into the
equation and cognitive intelligence and
logic that it's not a fan set statement
and it's not looking at linear or
fashions of data and so I don't think
we're there yet
but I think there is a point where we
can start to get there and start to
become what I call empathetic marketers
to really understand our buyers and
their needs and then understand where
they are in their journey so that every
dollar we spend we're actually talking
to them about something that they need
imagine really getting in the heads of
our buyers because you're all walking
around with supercomputers in your
pocket right we're leaving
some we all know we're in the state of
Summit every we know that we're leaving
this rich digital trace of exactly what
you want me by your behaviors and math
is basically allowing us to see those
behaviors and get really smart about it
so that we're not just spraying our
money hoping that somebody will see
something at the right time we're
actually hitting them because they're
researching a pain that you solve and so
that's really kind of I think where
we're going and we're not there yet with
AI but in our world of b2b sales
marketing but we can get there
eventually
today the man who says that it's not AI
until it's until it's thinking until its
cognitive which is think of future
conditions until until what until it's
West world meets ad world with a little
big like Minority Report thrown in for
good measure
yeah maybe so do you agree or do you
have a different point of view I so I've
heard a I described as three different
things I've heard assisted or automated
I've heard augmented and I've heard
artificial so I think we're at the
automated or augmented phase of AI and
with that what that means to me let me
I'm going to steal some moderator time
for a second how many people in the room
have an Alexa powered device echo dot
great how many people in the room have
actually ordered from that device so you
know what it does in real time if you
ask it to order something that you use a
lot
it goes through your your entire
purchase history it looks for those
things that are prime products in your
purchase history and Amazon choices in
real time it will literally in my
household where I think Amazon derives
every single day it will scour tens of
thousands of historical orders and tell
you what you should order that to me is
augment or assistance I think we're at
that phase where the amount of data
created I mean you saw on previous
slides and presentations you might have
created the amount of data created in
this industry is in the trillions you
know and billions of data points on you
pick the timeframe right seconds minutes
hours days and for us to make sense of
that to use in our world that intent to
actually help understand what that
consumer wants to do educate that that
customer journey make sure that we put
the right opportunity in front of them
that takes this augmentation and
assistance right it's no longer about
big data it's about the right data and
for fear of saying the right time
following that it's how do you actually
maximize the power of that interaction
right so imagine if you could going into
a conversation in this room know what
that person had done what they cared
about what they were interested in what
their buying signals were and you have
that in a person to person conversation
that's what happens in every day in our
lives in in ad tech and marchek I think
we're going to see more of that come to
play and more of it will be I think
self-correcting and self-directing which
is when I start to see it artificial
I'll challenge that just a little bit
and I think in the b2c space please see
what I do I like it is I make it a
little done right so in the b2c cities
no matter how much data we have and no
matter how many how much intelligence we
put on top of it a lot of those
purchases I know myself I am in avid
online shopper I'm promising certain
people in my life that I will stop
shopping and save money but their
impulse buys right so a lot of it is oh
I just I need a new pair of red shoes
tomorrow and so the back gate it doesn't
the law is doesn't exist like my need
for those shoes doesn't actually exist
I'm making that impulse and so taking
intent yes there's a lot of correlation
and b2c you bought this this book and so
you may also need a baby carriage
because you bought a book on babies
right so that correlation analysis and
sakes it's really
segmentation based on what I've done or
one set of interest I think what gets
really exciting for me obviously from a
b2b perspective is imagine the trace
that somebody is leaving when they're
getting ready to buy like uproot their
networking right and they're going to
spend five million dollars on re
networking their systems up in their
offices that trait and that research
that's happening and the reason why BC
to be trade publications and
manufacturing trade publications are
such huge industries is that people are
doing that research and then you can see
those patterns and you can say with
confidence that that company is actually
a market for this whereas in b2c I think
this is a one time b2b has the advantage
over b2c when it comes to data is
because b2b you're leaving exponentially
more data and more of a footprint than
you ever would for a b2c impulse buy so
unless it's a house I mean I'm actually
in the market for a house right now or
out or whatever it is then I'm still not
on it for yacht oxygen well I were I was
doing a lot of research right and so
that research is the trace that we could
use to get smarter about how to message
to that person and know the right time
and know the right channels to reach
them and the signals to you so if
something fundamentally different now or
we have some inflection point right
because I said earlier lots of folks in
this room have been talking about this
topic in general it's kind of core to
our you know feel at our industry for a
long time now certainly the amount of
popular discussion around AI across
industries and even within our own
industry and trade press and so forth
we've seen a big acceleration there I
think in the last 12 months does that
match the reality in terms of where our
capabilities are there today and you
know so it is is something fundamentally
different now what do you see happening
I think that the couple things have
changed I think one the the wealth of
computing power is available to both
startups and established companies is
unlike we've ever seen before
so anchee right and chief there isn't
any you have to buy new equipment you
know to put a server in Iraq but I think
that what do you call the cloud with the
computing power AWS I think that that
mathematic computing power has given us
the ability to dissect digest and pull
all this information
of that intense stream and that customer
journey whether it's whether it's b2b or
b2c secondly in the industry and we
talked about earlier today the rise of
identity and the value of an email
address not which is not just about
sending email anymore is creates immense
capability across the customer journey
whether it's addressing TV whether it's
how I log into my Roku iTunes open an
email or log into a platform the rise of
identity
I think coupled with computing power
changes the fundamental nature of how we
operate as a business today yeah I layer
on that so so one kind of jumping on to
what you're saying is for me it's about
the connectivity of all these different
sources right now I think where we are
and where we need to go as we'd better
connectivity we're still living in silos
you have where you spend your ad dollars
then you have your digital your website
then you have your marketing automation
system then you have your CRM you have
your social and all this stuff is out
there and imagine as they were saying we
can actually connect those signals and
see it as one holistic place so that's
where we need to go we're not fully
there yet and I think there are
companies like $0.06 that are starting
to do this but you're still living in a
very siloed world but to be able to
connect it together you do need that
identity graft and the ability to look
at IP addresses and look at device IDs
and do fingerprinting and footprinting
between these different systems and
connect at the contact level and at the
company level and know who those people
are as a fundamental shift to be able to
really see that and do that in a way
that protects PII data the other piece
of it too is in the reason why no
offense Oracle love you but the Oracles
of the world and like eliquids and
places like that is that you the
old-school relational data warehouses
that you're sitting on can't do this
they can't process and store data in its
most granular form so the reason that
companies like myself and that big
company can do can actually come up and
do something that these other companies
aren't able to do at this time now
Oracle data cloud can but like I'm
talking Aleph are those relational
worlds okay so so in the relational
world you can't access that data you
can't do MZ damage and dimensional
segmentation right you can't pull that
data out at any given second and be able
to run mass on top of it right it's
sitting there like American Airlines
reservation agents looking to pull one
record back and that's
how it's how it's meant to you know
salesforce is the same thing they're
just they're sitting on these old-school
technologies and the last like you're
eighteen months we actually have Big
Data technologies where we're storing
data in Hadoop clusters that are in this
most granular form and we can do some
pretty amazing things on top of it
because of it I think the last thing
I'll say is where we're going is natural
language processing and really
understanding context of where we are
with this data so if you think about
infant data we're processing at sixth
sense that's ninety billion rows of
behavioral data a day if I look at a
page view or I look at a video view is
that about router's is that about
Wireless is that about WebEx like what
is that about and what what indicators
do I need to then hand off the math team
to build this scoring algorithm to say
whether or not somebody was in market
for this product so I think we're
starting to see advancements there but
there's a lot more we need to do there's
still a lot of human element that goes
into that and I think that's where we're
you know in the next couple years it
definitely that is right for disruption
right to really figure out that this
page is about this this content is
actually related to this topic it still
has a lot of manual work that goes
behind it I think it's right I think the
a.m. has remained the same I think the
technology that we can bring to bear to
actually get you yeah execute on that
has changed significantly and I'm
hearing conversations about how do we
use blockchain as a true record for
every impression that's delivered for
every consumer things like homomorphic
encryption how do you literally protect
these massive customer databases from
large financial services companies and
brands so those are coming into
marketing conversations in a way that
I've never seen them before so then you
know maybe summary across some of your
comments is that there isn't any one
thing that's created an inflection point
today but if you take the different
underlying component parts or
ingredients and capabilities right so
technology platforms and computing power
the ability to link identities and data
across devices and across people you
know advancements and data science and
algorithms and data processing
capabilities on top of that data what
what about what about maybe what you
might argue is is is the critical
ingredient out and all this which wishes
the data itself right that the data that
feeds into these capabilities is an
ultimately inform
predictions or the decisions or the
automated events and so forth is is
there anything fundamentally changing on
the data front in terms of the types of
data that are now accessible or will be
accessible for marketing and advertising
applications that we haven't seen to
date so I think it's less about the data
but I'm actually offering your I mean
it's very since the data is it's all I
mean actually I think that I it is all
about the data but I say the reason we
have this inflection point which is your
original why are we in this inflection
point right now I should take it back
it's back to you if your pain has never
been greater you were spending so much
money and it's being wasted across all
these different channels right and you
as marketers and salespeople have one
job to find buyers that have a need but
you can hand this off the sales with
confidence and you can grow the share
the wallet share of your company in your
business and today that pain has never
been greater because you have so many
options but the good news is across all
these options we live this exhaust which
comes back to the data and that data can
be insights and intelligence to drive
you forward so it's your pain that's
really driving all of this that's
forcing companies like us to actually
change and do something different so
that you can spend your money wisely and
actually you can measure it all the way
through your other pain I can speak to a
lot of PMO's all the time and they're
constantly saying that their biggest
pain is that they don't have a seat at
the table right so they don't have a
seat at their boardroom table because
they can't prove and justify their ROI
they don't they know they're spending
this money they know they're reaching
their buyers but the handoff the sales
isn't converting because it's based on
this concept of a lead of somebody
raising your hand and who wants to fill
out a form here nobody so it's based on
a process that's broken and antiquated
and old
however buyers are doing research it's
why we have a multi-billion dollar
content industry that's why we have a
data summit today and they're leaving
that trace can we listen to that trace
in an intelligent way and then drive the
right behaviors and spend our money
wisely sorry I totally kind of didn't
answer your phone no no I think he came
around some more data's better so I
would actually take a slightly contrary
opinion that we actually don't need more
data when you do a better job of
understanding what it means yeah so we
don't need more data flows more data
inputs more tags more sinks more can
when you do a better job of an industry
resolving that signal that intent to the
right customer prospect and a lot of
people in the room live in an unknown
world right you're going out in the
unknown you're prospecting the unknown
you're hoping that these audiences are
who you want to reach based on signal
that someone has provided to you we need
to spend more time thinking about how to
resolve those to known people right make
more of the unknown known and do a
better job of an industry reaching those
known people at the point when they're
ready to buy or engage appropriately
that's the first thing second more focus
on measurement attribution we've done a
shitty job as an industry just thinking
about how do we actually give the right
credit to the right buyer or the right
platform when they're actually running a
campaign you know you can talk about MTA
all day or last click or no click or was
it viewable or not viewable or exposed
or super complex super-science eyx
exposure to them you know to impression
the conversion algorithms but if you're
attributing the benefit or the exposure
or the conversion to the wrong person or
people or household you're still missing
the boat yeah yeah so I think a theme
here is that maybe we're not doing a
good enough job today with the data that
we have in terms of employment to
maximum effect as well as understanding
the outcomes of leveraging that data in
our marketing and advertising programs
right you know just the one thing to add
in terms of so I totally agree with that
on the data front though if we really
are going to continue to get better at
understanding consumers making
predictions understanding you know one a
business may be the right time to be in
market for a particular offering there
is a question about whether or not the
signal to make those predictions
predictions exist within our current
data sets to whether new data sets will
be required in order to train our
machines to understand that but let's
let's say that you know these overall
trends continue and and we continue to
get better at making these
predictions what and let's let's say
that you know Dave's Alexa knows that
he's in a bad mood today and today is a
terrible day to recommend a new set of
golf clubs or something right and
something comforting and Alexa is going
to wait until you know Antilles in a
better mood or or lets us take a you
know a more common example where you
know maybe if we can start to predict
somebody's emotional state we know when
they may be primed to be a perceptive to
a particular message and may be more
susceptible to influence right so
examples like that or other examples is
that that okay is that where we're
headed is there a point where it's gone
too far
and that we're trying to get to the data
there has anyone in the room ever taken
a polygraph no I had a secret top secret
security clearance at one point in my
life so I had to do those things but
what's amazing about that is it gives
you take a baseline right and a baseline
is how you answer true or false
questions and then it analyzes future
responses all the data to do that exists
Alexa started working on it last year in
June they announced they're actually
going to take their natural language
processing and understand whether there
was any sort of emotional behavior in
that voice so whether or not we can do
it or not it would actually leave the
people in the room as the consumers but
I think the capability is there how we
behave there's enough of a baseline on
what how consumers behave how they talk
how they interact understand whether
there's something different in that
interaction whether we should use or not
I think is really up to advertisers and
really the consumers not necessarily
platforms my view yeah and I think in a
lot of ways we have to self-regulate
ourselves like in everything that we're
doing and luckily for for Sixpence for
myself I see to be so it's not personal
nothing is PII I'm trying to predict if
you're going to buy some routers or you
buy switches or WebEx and that doesn't
really get if your emotional state is
going to affect I actually don't think
your emotional state will affect that
you either have a book you're angry at
your current right that is maybe I can
be wrong so yeah but I from the b2c
world I think that hat you know has to
be regulated we have to regulate
ourselves and the
you as consumers will regulate us as
well but there's there's also news that
impacts brands right so does it have to
be an emotional reaction and I can won't
name the airline carrier but people
other people started people voted with
their miles and their feet and their
bookings and their stock purchases so it
doesn't have to be something emotional
it can be just news it can be a visceral
visceral reaction to what's happening in
the real world that actually may change
a consumers behavior but that's just
what that could be considered this
causation right like the relation and
causation and that there's emotion
behind it but it's the emotion driving
it or is it actually what happened on
the airline driving people to do this so
yes yeah and I think that you know
there's a comment on earlier some of
these themes and some of these basic
objectives and the tools we're bringing
to the problem have been evolving and
similar for four years and early decades
in our industry today but the reality is
is that we've been reasonably bad at it
right so in the grand scheme of things
but I I would argue that you know we're
starting to get to a point especially
certain companies to where you know
maybe we're no longer so bad at it we
start to enter into this different set
of questions around you know one does
influence we cross over into control or
something like that but it's going to be
interesting and so so if we do continue
down this path our machines are going to
continue to get better at doing their
job and maybe doing your job - or our
job so so what what are the things that
we're all going to spend more time doing
as machines begin to automate more of
the things that consume our time today
and really what what jobs will look for
next it's going to one of the last ones
to go away ask the machines makeover so
I'll say everything so another big pain
in this world for marketers and sales
peoples you're trying to stitch together
all these different solutions right so
you're trying to actually become
technologists in a lot of ways to make
this work as opposed to going back to
doing your job which is to be a marketer
right to can create create compelling
experiences for your brand and your
product and drive the messaging forward
that resonates with your buyers instead
you're figuring out where to go spend
your money you're looking back and doing
attribution and analytics which I would
challenge is yesterday's world as well
as looking at doing analytics we should
be looking forward right so there's look
back and say what worked instead where
should I send my money
where are my buyers what should I be
doing let this lesson math and
intelligence and AI spend my money for
me prove that it worked right so then I
have as from the CMOS perspective know
that this actually works in drove
revenues drove ROI and then you can go
back to doing your job and I don't think
we're there anywhere close to creating
the brand and the experience and knowing
and having that you know there's that
emotional side and that's the emotional
side of marketers as in their early days
that's what a marketer used to be
creating you know having that that
connection to coke that yeah I'm going
to choose Coke over Pepsi as a marketer
you want to go back to that world and I
think that's the beauty of what AI and
data can do to us let's the data
knows us better than we know ourselves
and those your consumers and you can go
back to your core what your actual job
supposed to be so I think today the
world is run by in our industry is run
by very technical people
I think we've missed the art and the
science the right balance of art and
science if we can take care of a lot of
the science you know as one of my the
folks in my company says the world be
run by humanities majors and
philosophers not not computer scientists
as if you can take some of the reporting
and the merging and the lookups and the
Excel work and the sequel queries out of
what planners have to do on a daily
basis help brands understand what's
happening you can spend more time
actually doing a better job of creating
those connections and intersections
between consumers and brands if that
happens I don't think it's an issue of
who has a job or not I think it changes
how we think about taxes but I also
think it's we putting like taxes taxes
because we're going to start to tax
machines and robots are not people which
is a whole different this how do I know
you're not a robot
pardon I am a robot but you know robots
will never replace the three robots here
on stage having this discussion either I
think the reality is it will change how
we think about our job and we'll take
care of some of the things we spend more
time
on today we'll spend less time on those
day-to-day data grubbing tasks and more
time on spending you know time with a
client and pleasing the customer I would
love for data to take over my business
so I don't have to run my business and I
can go back to what I know my purpose in
life is is to inspire women so I can be
on stage inspire women and girls and do
the things that are core to me versus
this everyday shit that we have to do as
executives right so I would I look
forward to that day when machines run
your business you'll be living on your
yacht doing all that from there so never
live that one back I do have this dream
of a yacht and then dolphins from me
playing volleyball and they get this
ball and throw it back up that's that's
my dream so I think we're just about out
of time for maybe one last question
which is um you know what do you what do
you see coming next if we're here a year
from now or two years from now on this
stage will it just be kind of more of a
continuation what we're talking we're
talking about or do you see anything
fundamentally different on the horizon
here I think the consumers will have
more control so we talked about this in
the back room a little bit the back room
the green room the analogy I use a
Spotify right Spotify does a much better
job for me on a daily basis picking the
music I want to listen to than I
probably can do myself anymore so if you
think about that if we actually have the
ability to manage our data manage the
content and the advertising that
surrounds us I think consumers will
slowly have more control that's not
pejorative it doesn't mean that we're
not doing a great job today I just think
I can self-select what I want to see
what I want to listen to what I want to
read and I'll have that provided to me
rather than having to go find it I think
um you're not going to see a bunch of
new companies in marketing text because
I think investors right now a way over
invested in this world so those
companies that are there today are going
to be taking it to the next level and
the buyers the advertisers and people
like yourself are going to start using
it and you're really in order to use it
you really have to game change your
workflow and the way you think about the
journey and the way you think about
marketing and the way you think about
selling and so it really does take that
forward-looking person to say I don't
want to go through these same processes
that I've been doing before I actually
wanna do something different measure it
in a different way
and then through the value and that
takes guts and so I think it takes time
and that's why you always have your
early adopters and then the market
starts to catch up I think the market
will start to catch up with where we are
because a lot more we could do if
technology went you know you know double
down and there's a lot more money put
into the space but I don't think there
will be in the next five years great
well thank you very much Samantha thank
you Dave and we're out of time so thank
you
[Applause]