The Ethics of Artificial Intelligence: What Kind of Society Do We Want to Have?

The Ethics of Artificial Intelligence: What Kind of Society Do We Want to Have?

by Hessie Jones on Jan 17, 2018 in Marketing Strategy

As someone who has worked with big data for some time, I have pushed the boundaries where this idea of relevance morphs into creepy (remember the infamous case study: How Target Figured out a girl was pregnant before her father did?). I am acutely aware of its lure to big business, and at the same time, […]

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Artificial Intelligence is the Panacea to Today’s Marketing Challenges

Artificial Intelligence is the Panacea to Today’s Marketing Challenges

by Hessie Jones on May 31, 2017 in Marketing Strategy

My foray into understanding, and more importantly, applying Artificial Intelligence (AI) to current business practices has forced me to throw everything I ever knew out the window. Experience, best practices, preconceived notions, the tried and true – all these rules become obsolete and irrelevant because the world has changed. Media consumption has changed. Business has lost […]

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Engage At Scale: Customer Obsession Requires Customer-Defined Value ( Part 2)

Engage At Scale: Customer Obsession Requires Customer-Defined Value ( Part 2)

by Hessie Jones on Mar 9, 2017 in Marketing Strategy

This is a two-part series that explores an increasing understanding of the customer as technology and customer behavior evolves and what business must do to keep up with this evolution. For part 1: please go to Engage at Scale: Leverage Customer Micro-moments  Customer value means how the Customer defines value NOT the business Direct marketing principles defined customer value […]

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Engage at Scale: Leveraging Individualized Customer Micro-moments ( Part 1)

Engage at Scale: Leveraging Individualized Customer Micro-moments ( Part 1)

by Hessie Jones on Jan 23, 2017 in Marketing Strategy

This is a two-part series. There are various definitions about Customer Micro-moments that exist. This series that explores an increasing understanding of the customer as technology and customer behavior evolves and what business must do to keep up with this evolution. We now live in an experience economy. Content creators, influencers, media platforms and advertisers understand the fundamental […]

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2017: The Year Attribution and Metrics Become Symbiotic

2017: The Year Attribution and Metrics Become Symbiotic

by Hessie Jones on Jan 11, 2017 in Marketing Strategy

You would think that, with all the advances in technology, insights and automation, Marketing has leapt forward with an increased understanding of how initiatives correlate to business performance. We’ve made developments in digital to improve targeting, to scale relevant audiences and to develop customized communications based on enhanced insights. Yet, marketers continue to face pressure to demonstrate […]

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