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1、Important disclosures appear at the back of this report GP Bullhound LLP is authorised and regulated by the Financial Conduct Authority GP Bullhound Inc is a member of FINRA Subscribe to receive GP Bullhound Research and News on 2019 THE IMPACT OF AI AND DATA ON DIGITAL MARKETING AI AND THE SERVICES

2、 REVOLUTION CONTENTS 04 THE VIEW FROM GP BULLHOUND 06 PREFACE Setting The Stage: Key Definitions 08 CHAPTER I Artificial Intelligence Today 13 EXPERT VIEW Gurman Hundal, MiQ 14 CHAPTER II Artificial Intelligence In The Universe Of Digital Marketing 16 EXPERT VIEW Pete Kim, MightyHive Sir Martin Sorr

3、ell, S4 Capital 18 SECTION 1 Hyperpersonalization 26 EXPERT VIEW Raj Balasundaram, Emarsys 30 SECTION 2 Branding 35 EXPERT VIEW Nii Ahene, Tinuiti 39 EXPERT VIEW Nithya Thadani, Rain 40 SECTION 3 B2B / Sales when, where and how to reach them; what to tell them; and how to most efficiently allocate m

4、arketing budgets. In addition, there is already a bewildering labyrinth of companies offering AI marketing technologies, between which marketing teams will have difficulty differentiating, choosing and implementing. ROLE OF DIGITAL AGENCIES AND SERVICES PROVIDERS This is where digital marketing serv

5、ices providers including agencies and consultancies can play a critical role in the efficient use of AI. They can act as a trusted advisor who interprets the data and applies it to their clients marketing strategies. According to Pete Kim, CEO of S4 Capitals MightyHive, “future 2.0 marketing service

6、s firms will be subject-matter experts in advertising and data analysis, Machine Learning and AI.” However, all of this will require fundamental organizational and cultural shifts - both services providers and their clients will need to reorient their structures around a seamless flow of data betwee