HOW ARTIFICIAL INTELLIGENCE IS CHANGING THE FUTURE OF DIGITAL MARKETING
It is the bridge between human intelligence and machine.
Artificial Intelligence is the ability of a computer program or a machine to think and learn. It is also field of study which tries to make computer smart. It works and react like humans it works and react like humans.
In a normal computer program, we give input to the system and it gives as output. But using AI and machine learning we give system is an output and as them to build the input. Artificial intelligence has the role in programmatic advertising. It means sending write message to the right person at the right time. An automated, technology driven method of buying and selling online ad space. In the traditional world, we used to buy an ad space might directly talking to the publisher like TOI, NDTV etc. They can guarantee only the impressions and no commitment of gone with conversions.
Modern digital marketer is want white Audi of opportunities and to measure every going to spend on the media. This thought has introduced programmatic advertising to marketers. Programmatic advertising in AI advertisers to buy at space is an audience across lakhs of 50 sites. this work how do I know where my heart is running and who is seeing it? This is where the role of AI comes. It’s called DSP (demand side platform), he is a system that allows buyers of digital advertising inventory to manage multiple at exchange and he text changer accounts through one interface.
It uses machine learning to target audience across sites and apps. Predicting in planning. Campaign optimisation. Better targeting capabilities. AI driven creative. Data driven and insights.
Best practises for driving performance:
Partnering with the right platform
Sending the right signals to the platform
Said camp and goals and KPIs
Utilising first, second and third party data to drive the efficiency
Audience strategy – prospecting, behavioural, re marketing
Building strategy – optimise for CPM, CPC, CPA
Why is it important for marketers to understand the role of AI in DM
It is very simple: These computer program uses various signals sources to understand the right audience, creative mix, placements, beats, budgets, demographics, and many other things to reach the right user that you may want for your business.
One of the main an important source of information lights with us that is brand. Feel assistance with the right input like cool, but, budget, conversion actions like install even, sign-up and 46 and try to drive the maximum results out of the campaign types.
Artificial intelligence and machine learning are going to disrupt traditional marketing
50% of work activities could potentially be automated by today’s technologies, and 80% of them is enabled by machine learning
What it helps in?
Customer acquisition
Intelligence discounting
Personalisation
Media optimisation.
Role of AI and universal app campaigns
What is universal app campaigns?
It’s an ad campaign type that allows brands to advertise on some of Google’s largest ad networks including search, display, YouTube and the Google play store using the Google ads platform with very minimal campaign set up process.
Setting up in US the campaign takes not more than 10 minutes and you can get very limited options for optimising these campaigns.
Why you should not worry about the limited options available on UAC to optimise the campaign type?
USC works completely on machine learning.
It integrates AI and ML into every face of app promotion.
Targeting is completely automated to help drive to scale, as Willis efficiency.
Creative optimise using machine learning basis the cold you set it up.
Automatic placement selection using machine learning.
And it uses thousand of signals like online behaviour, time of the day, devices, age, gender, location and many more to target an user.
This is my marketers need to understand how AI and machine learning functions. It is still vital that you understand human input that goes into successfully utilising UAC.
Even though the campaigns type uses the machine learning to drive results, it needs to have the right inputs (export import) to drive the result you want.
What are the inputs?
Pick the right goal for your campaign (install or in app you want)
Set the right KPI Target (CPI or CPM)
Set the right budget.
Have right set of creatives (compelling creative, right sizes and formats)
Conversion tracking
Why is it important?
Choosing the wrong type of UAC goals can make or break a campaign
Making too many changes to budget and KPIs leads to fluctuations.
Not using creative assets report will lead to poor performance.
Never set up this type of campaign without using conversion tracking.
The patient.
Business leaders see tremendous promise in AI and what it can bring to the future of their companies. For example, freeing employees from redundant tasks so they can do more productive work, and hire people into jobs that are right for them. It gives a sense of freedom and liberation to focus on tasks that add value. They can, in fact, measure the results through an integrated performance management software.
Moreover, the dedication with which AI professionals and enthusiasts talk about automation technology is phenomenal.
performance management software
As we move forward with AI and its scope in designing a performance management software, we look at ways in which it can transform business processes.
People are becoming more and more technology savvy. Teams are looking at implementing a software and systems that automate repetitive tasks.
Moreover, views and feedback evolve with time and with respective employee performance. So, machines can help keep a good track of it and provide the required assessment for improvement.
Let’s read more about here.
Performance Management Software & AI
Performance reviews with AI
Business leaders love data-driven performance management. It helps them as well as team leaders to focus on factual information and carry out employee performance reviews.
There is a need for employees to collaborate and make decisions. We are now better off to measure results from such collaborations using AI.
We can see 3 major benefits with this-
One. Seamless collection of information. Otherwise, employees have to run around on different office floors and look for the information they need. It is alright if there is ample time for taking certain decisions but what about the ones that need immediate action or approval?
Therefore, AI is going to ensure that all the information is stored in one single place. This information or employee data can help leaders and stakeholders evaluate employee performance and share with other team members as well.
Two. The manager can easily extract insights from real-time analysis. This is because real-time analysis is important to keep a regular check on performance. Nobody needs outdated data or information. Nobody would benefit from that either. Therefore, correct data comes with real-time analysis and it helps improve overall employee performance.
Three. It eliminates any form of psychological bias. In fact, it is one of the most crucial reasons why AI is going to takeover performance management, assessment, and evaluation.
Continuous real-time assessments
Modern and agile performance management practices are helpful in conducting regular feedback sessions.
AI can reduce the necessity and burden of rigid performance evaluation cycles. Therefore, it brings more flexibility and relevant insights.
It will accelerate and ensure timely feedback. This is important because irregular feedback may impact the overall employee performance. So, timely feedback can immediately highlight areas of improvement and boost business productivity.
technology will transform the way HR professionals work today
Learning and Development
AI can easily determine the areas of improvement for various employees. It can inform the manager if an employee is lacking somewhere and how they can improve.
AI can help employees reinvest their skills much before they become obsolete. Therefore, AI won’t take away jobs but help employees stay relevant and improve their skills.
This is going to take away the terror of people becoming redundant because they won’t. Interpersonal skills and mathematical intelligence are always going to stay relevant.
Remove bias
It is difficult to let go of age-old prejudices. It is intrinsic and unavoidable in certain scenarios. In many cases, it is actually a subconscious behavior.
So, AI can help people neglect these areas of bias and ensure equality.
AI doesn’t believe in building prejudices according to age, race, gender, ethnicity, nationality, etc, and provides an equal opportunity to all.
It is in human nature to get diverted from time to time and machines are trained to follow a direct path. So, artificial intelligence and machine learning can create an unbiased work environment so that everyone gets an equal opportunity to seek pay raise or a promotion.
Easy internal communication and query resolution
Smooth communication practices are essential at every workplace.
AI can automate repetitive responses so that employees can find answers to the questions that they have in no time.
It takes away the burden of QnA from business leaders, HR professionals and executives so that they can focus on tasks that add more value.
Moreover, it isn’t always possible to communicate each and every small information throughout the organisation. So, if we update the details and necessary information at one single place then it will be easier for employees to take a look and act upon it accordingly.
Quick, agile and continuous feedback
Traditional annual performance reviews are outdated and they do not add much value to business or employee performance improvement.
We now need more proactive feedback solutions so that we can tap into employee potential and offer them a platform to improve.
The process is fair, removes any form of bias and creates a new form of personalised experience for employees. It promotes authentic peer performance review as well.
Evaluation software such as peopleHum also enables business leaders to conduct 360-degree performance evaluation. This way, leaders as well as peers can provide relevant feedback to employees to ensure holistic improvement.
Improve the quality of talent management
Locating the right talent for business is one of the most difficult challenges for business and HR leaders today. There is ample talent available in the market but there’s no clear idea whether the talent will be a good cultural fit or not.
Business leaders and recruiters are now focusing on using AI-fuelled tools to improve the quality of their recruitment. It is helping them locate the right pool of talent and make the right hiring decision.
AI will also reduce the need for time-consuming and repetitive actions and automate all possible tasks.
In the end, AI and machine learning will improve not just performance management but talent acquisition and on-boarding as well.
Robust data analytics for problem solving
Problem solving is one of the many skills that employees must possess in today’s time of cut throat competition.
AI is therefore here to help leaders and stakeholders take data-backed decisions and solve existing problems.
Also, it is useful in not just problem solving. It is important for leaders to own challenges that may be beyond human capabilities. As a result, machines can take over and fill in wherever there is a need for more sophisticated solutions.
And technology is a real game-changer in the modern workplace. Now, companies other than just product industries are reaping the benefits of AI, machine learning and other automated technology for problem solving.
Manual reviews and evaluations are becoming a big challenges and AI is solving this problem with automation. AI is providing end-to-end visibility so that there is no chance of disparity. It is a crucial aspect when it comes to problem solving.
Easy and quick access to information
A recent survey by ServiceNow revealed that 30% of employees want a “Google-like” option to easily get the help and information they need at work. Voice technology has taken common households by storm. The increasing popularity of Alexa, Google Home, and Siri are enough to support the thought without actually having to check data. Therefore, voice assistance in the workplace is also a key consideration.
Beyond these considerations, an effective solution must be mobile, personal and provide the employee with options in terms of how they wish to engage and be supported.
Advanced insights & better output
Collecting meaningful insights, understanding employee intentions and creating a workflow according to it, is crucial for improving employee engagement. Therefore, NLU systems and deep learning algorithms will help in entity extraction and sentence semantic analysis so that companies can design a modulation for engaging employees better.
HR technology has made real-time data available to businesses. HR technology tools such as Pulse Surveys and others ensure that managers are able to understand what their team members are going through daily.
HR technology
Some HR professionals aren’t quite sure about this new technology, perhaps because they belong to the late majority constituting 34% of the population. However, the increasing demand and popularity will help them gain more confidence and treat it as an opportunity to improve the workforce culture.
Collaboration, teamwork & progress
Lastly, companies become successful when they focus on creating a collaborative workspace where there is no room for hierarchy, bias, or inconsistency.
Although technology will help improve and speed up HR processes, human intervention is still necessary to build ideas, campaigns and reach out to customers as real people who care for their needs.
No doubt, AI and data will act as valuable company assets. Similarly, AI will help HR managers and leaders have more time to invest in their teams and bring great ideas on the table.
These ideas will help individuals work out a suitable timeline, meet deadlines and grow as a team. This will directly show on their individual performance as well and give a boost to productivity.
AI will also ensure predictive appraisals so that there are no unfair practices or emotional barriers. Unfair treatment can cause a mental friction or emotional instability and AI is here to remove that.
How will technology help HR
Conclusion: Performance management software and AI
Surely, AI is going to initiate huge advancements in business operations and everyday activities to remove performance review challenges. It will definitely bring in several changes in the workplace. AI-driven activities and automation will totally transform the way we conduct usual tasks and daily assignments. Who knows, we may witness self-service kiosks for employees. It will include self generate joining letters, pay slips, form 16, etc., for faster process completion and convenience.
It doesn’t just begin or end at performance management. AI is going to help employees with their emotional and mental well-being as well.
Apart from that, we don’t have to worry about going redundant or machines taking over our jobs. They are just a helping hand for HR managers to focus on what’s more important and value-generating. All we have to do is up-skill ourselves and take on fresh responsibilities.
In the end, we all know how AI saves time, resources and cost. It is the most efficient means of assessment that businesses can embrace today for seamless employee experience and performance management. This is what will fuel a scalable work environment and boost productivity.
For more on performance management software and human capital management, please visit peopleHum!
The following are the reference links that helped bring more structure and add value to the blog-
http://www.forbes.com/video/5976416631001/#42b7cbc21eb6
http://www.hrtechnologist.com/articles/digital-transformation/whats-next-for-ai-in-hr-2020/
http://www.entrepreneur.com/article/325715
https://performetric.net/blog/artificial-intelligence-in-performance-management/
https://www.talentnow.com/workplace-automation-ai-affects-employee-performance/
https://www.sdxcentral.com/monitoring/performance-management/definitions/ai-performance-management/
Data Centric 