Good morning, how does your digital marketing team use AI and machine learning?

We hear these two buzzwords daily, especially as more martech players find ways to incorporate the technologies into their platforms. And for many digital marketers, contextualizing specific use cases for both can be challenging. Earlier this week, two martech companies made announcements that could help digital marketers make the case for artificial intelligence and machine learning in their marketing programs.

On Monday, Twitter announced that it will acquire Fabula AI, a machine learning startup that uses natural language processing, machine learning ethics, reinforcement learning and recommendation systems to identify bad actors, malicious behavior and damaging content on the platform. By improving conversations and protecting the app from abusive behavior, Twitter expects marketers to benefit from more open, legitimate conversations with their audiences.

IBM is also positioning artificial intelligence for marketers with the debut of its new display ads platform, Watson Ads Builder. The self-service conversation ads platform allows marketers to develop chatbots for their display ads, providing opportunities to create highly personalized experiences on a one-to-one basis. The platform was developed specifically for digital marketers and simplifies the chatbot creation process by eliminating the need for developer resources. 

For more content, including your Pro Tip on taking a minimalist approach to data collection in the spirit of compliance, continue reading below.

Jennifer Cannon,
Senior Editor

Pro Tip

We need to work toward multi-jurisdictional compliance. Here’s how.

“The burden on businesses to comply with 50 different sets of breach notification policies and potentially 50 different privacy laws – not to mention international requirements, data to prove consent, opt-in and verified requests for disclosure – creates a multilayered and complex problem,” laments Len Shneyder of Twilio SendGrid. “One of the principles of good data privacy is data minimization: don’t collect what you don’t need and focus on what you can use rather than vacuuming up as much data as possible. This prevents you and your customers’ exposure in the event of a breach or other security event. The challenge of a patchwork set of laws governing privacy is that companies will be faced with collecting more data than they need or want to comply with the various privacy and breach frameworks.”

“The best advice for marketers is to focus on the toughest privacy frameworks and work back from there, with the understanding that being compliant with GDPR will not make you CCPA compliant or vice versa. The CCPA has no concept of data processor vs. data controller; those roles are specific to GDPR. However, working toward multi-jurisdictional compliance may help in cases of enforcement by demonstrating goodwill toward becoming compliant.”

Read More »


Live Webinar: 4 Steps to Operationalize Modern Marketing Work - June 11

Sponsored by Workfront

Figuring out the right balance between work to be done, when it should be prioritized and which limited resources to use, can be one of marketing’s biggest challenges. Modern marketing work requires modern workflows, and operationalizing those workflows is critical to be effective and scale your resources with the amount of work you’re expected to do. Join our experts as they discuss proven methods and strategies to help your team manage digital work processes with greater speed and efficiency.

Read More »

On the Move

SpotX gets a chief scientist and new office in Salt Lake City

Video ad platform SpotX has named Dr. Neal Richter as its first chief scientist. Richter will report to the company’s CTO Allen Dove and oversee a SpotX’s new Salt Lake City office, the hub for its research and development teams. Richter will be part of SpotX’s data science and machine learning efforts and play a role in the RTL Group’s AI work. “Neal’s expertise in data, artificial intelligence and machine learning, along with his deep knowledge of the online advertising space, will allow him to supercharge our ability to achieve our goals of better connecting TV and digital video on behalf of media owners and buyers around the globe,” said Dove. Richter serves as a chair for IAB Tech Lab and was the former CTO at Rakuten Marketing.

Episerver has promoted Jessica Fardin to CMO. For the last four years, Fardin has served as the digital experience platform’s SVP of worldwide marketing. “Episerver is experiencing a bookings boom thanks to years of strategic investment in our partners, people and products,” said Fardin. “Those investments are paying off in the form of prospective customers initiating conversations with us.” Last year, Episerver generated a 30% increase in global cloud bookings.

Kate Gunning has been named CMO of IEX Group, Inc. and Andrea Ledford has been named chief people officer for the technology company. Gunning will oversee brand strategy, marketing, and communications for both IEX and the Investors Exchange. Ledford is being tasked with leading IEX’s strategy to develop, retain and attract talent. “Today’s appointments ensure that IEX’s people and brand continue to fuel our competitive advantage,” said the company’s CEO Brad Katsuyama. Prior to joining IEX, Gunning was the global head of brand for J.P. Morgan and Ledford was an EVP at NCR.

What we're reading

We've curated our picks from across the web so you can retire your feed reader

What You Need to Know About Customer Journey Orchestration Software – CMS Wire

How Marketers Are Using AI And Machine Learning To Grow Audiences – Forbes

Firefox gets enhanced tracking protection, desktop password manager and more – TechCrunch

5 Ways to Optimize Sales Activities with Dashboards – Marketo

Think beyond the buy: Shopping is an omnichannel journey – Think with Google

Study: Gen Z opts for personalized, interactive content over privacy – Mobile Marketer