Who does what in marketing? Toward an understanding of marketer–machine interaction
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The document discusses the division of tasks between marketers and machines in marketing, emphasizing the need for a structured approach to determine how each can best contribute to goals such as audience targeting and campaign optimization. It outlines a process for evaluating tasks and distributing responsibilities, highlighting that while strategic decisions should remain with humans, tactical decisions can be managed by machines. The authors call for further research into enhancing the workflow between marketers and machines for improved cooperation.
Who does what in marketing? Toward an understanding of marketer–machine interaction
- 1. Who does what in marketing? Toward an understanding of marketer–machine interaction Joni Salminen Turku School of Economics QCRI joolsa@utu.fi Peter Sarlin Hanken School of Economics RiskLab Finland at Arcada peter.sarlin@hanken.fi Rami Olkkonen Turku School of Economics rami.olkkonen@utu.fi Bernard J. Jansen Qatar Computing Research Institute bjansen@hbku.edu.qa May 15, 2017
- 2. Algorithms as marketing tools • Tool = helpful instrument that helps achieving a given goal (e.g., hammer) • Marketing goals: • Finding the right target audience for a given product/message • Finding the right product/message for a given target audience • Setting the right price for the product • Communicating the right customer wants and needs to product development • Software is an excellent tool for some of these!
- 3. But… How to distribute tasks between marketers and machines in the best possible way?
- 4. A process for determining marketer-machine task division 1. Define task space with respect to goal(s) list of tasks 2. Evaluate strengths and weaknesses of humans and machines per each task 3. Distribute tasks accordingly 4. Design systems that support co-work of marketers and machines remove organizational barriers, adopt reporting automation, enable product development & finance co-ops
- 5. Also: How do marketers use algorithms, machines and tools? How much are different tools changing their work and shaping their use of time?
- 6. What do marketers actually do? 1. Plan campaign 2. Create campaign 3. Optimize campaign ● Define budget ● Define marketing goal ● Define target audience ● Define duration ● Define message ● Define channels ● Define target groups ● Define budget use ● Create ads ● Test ad versions ● Explore & exploit target groups ● Change budget allocation …most time of online marketers is spent with these tasks.
- 7. What can machines do better? 1. Plan campaign 2. Create campaign 3. Optimize campaign ● Define budget ● Define marketing goal ● Define target audience ● Define duration ● Define message ● Define channels ● Define target groups ● Define budget use ● Create ads ● Test ad versions ● Explore & exploit target groups ● Change budget allocation Most strategic decisions are best handled by humans. Most tactical and operational decisions are best handled by machine
- 8. Example of marketer-machine cooperation: online advertising
- 9. Future research: Deeper understanding of marketer-machine workflow Dr. Joni Salminen joolsa@utu.fi Thanks!