Acoustic: Lifting the burden of tech in marketing with AI

Acoustic product management senior VP explains how artificial intelligence could pave the way to remove the long-term tech burden on marketing teams

Today’s marketing teams are filled with specialists in fields such as data analytics or the use of specific tools, and the introduction of artificial intelligence (AI) is threatening to increase the need for dedicated professionals.

For marketing leaders this has created the requirement to develop capabilities in areas that might be far removed from why they got into marketing in the first place. But perhaps AI might also be the tool that finally lets marketers get back to doing marketing?

This is the promise of recently born company, Acoustic, which brings together many of the cloud-based marketing products and technologies formerly housed within IBM. According to Acoustic’s senior vice-president of product management, Jay Henderson, Acoustic is taking advantage of IBM’s heritage as one of the early adopters of AI within marketing.

“Being a part of IBM gave us a great perspective on how to apply AI to the discipline of marketing,” Henderson tells CMO. “The way we are approaching AI is by allowing for a lot more efficiency in the way marketers operate, as well as making marketers more effective.”

When applied effectively, Henderson says AI can deliver on the promise of creating great brand experiences without the technology becoming a burden.

“The real growth opportunity is being able to take the very sophisticated algorithms and just surface them in a way that the marketer can take advantage of that capability without needing a whole team of data scientists,” Henderson claims.

One simple example is the use of machine learning to automatically identify different elements within content assets and then tagging them accordingly. Another is in anomaly detection, where AI is used to identify changes in metrics such as website traffic, opt out rates or bounce rates and raise alerts.

“So it’s really simple things, that are out-of-the-box in the products and don’t require the marketer to be really smart about how the math works, but their output is intuitive and fits within the other things marketers are doing as part of their daily lives,” Henderson says.

One of the key implementations of this thinking is personalisation.

“We found the number one reason people would purchase personalisation was because they were excited to use machine learning, but it was one of the least adopted features,” Henderson continues. “The basic answer was it was kind of scary and it if it didn’t work, they’d get fired. So we held a design thinking session where we reimagined what we were doing.

“Using the same technology, instead of turning over all the decisions to the machine, it translates them into human-understandable rules presented in a marketer’s workflow that enables them to feel much more comfortable about it.”

Henderson says the goal for Acoustic is to use AI to influence complicated processes in the marketing workflow.

 “This is going to be the disruptive trend within the marketing platform space for the next five years,” Henderson says. “It is going to be hugely transformative in terms of the marketer’s ability to deliver on that promise of creating great experiences and better matching the vision they have for what they are trying to do and the reality.

“It is a really exciting time, and there is a huge void in the market that Acoustic can fill.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.     

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Coles Group's Lisa Ronson

​In this week's instalment of Conversations over a Cuppa with CMO, we talk with Coles Group CMO and our former #1 in the CMO 2018, Lisa Ronson, about how the supermarket giant has approached marketing and customer engagement and how she's coped with the transformative and significant impact of the COVID-19 crisis as a leader and brand strategist.

More Videos

Modernization on marketing to promote products and business is really a big leap especially the age of social media. Thanks for sharing s...

Brayden Manchee

How National Tiles used digital personalisation to deliver 15 per cent of revenue online

Read more

Great write-up. I wrote an article about ASMR as well and the top ASMRtists:https://medium.com/illumina...

Dexx Mason

ASMR: Flash in the marketing pan, or something more?

Read more

Nice to be visiting your blog once more, it has been months for me. best mp3 converter

Yolanda R. Skillman

Melbourne Fashion Week: Using digital and insight to drive engagement and attendance

Read more

Typically I visit your web journals and get refreshed through the data you incorporate yet the present blog would be the most obvious bes...

Yolanda R. Skillman

What automated design is going to do to 3D printing and product customisation

Read more

I am overpowered by your post with such a decent theme. best mp3 converter

Yolanda R. Skillman

Report: Accountability key to marketing's influence in business

Read more

Blog Posts

The 10 commandments of marketing in COVID times

With social and economic uncertainty and the changing political landscape, how can CMOs adapt to seize opportunity?

Duncan Wakes-Miller

GM, marketing, Audika Australia and New Zealand

Why direct response advertising is winning this year

In response to the COVID-19 crisis, brands around the globe are going into hibernation and waiting out the ongoing storm. CMOs have dramatically slashed their budgets across every single form of media, digital included.

Sabri Suby

Founder, King Kong

Taking back control of your tech

To win in customer experience, brands need to take back control of their technology.

Michael Titshall

VP, managing director, R/GA Australia

Sign in