By Kyle Eggering
AI has begun to dominate the marketing discussion. Who better to give us a rundown on AI than Wilson Raj!? Raj is the Global Director of Customer Intelligence at SAS. SAS is a world-renowned data analytics company that’s been around since the 1960s. The quality of their company is clearly shown in Raj, a true leader in his field and an excellent speaker as well.
One of the main points Raj tried to emphasize is that AI does not do all the work for you. An example he used an ancient stone tablet of one of the first recorded transactions ever made. On it, it listed everything you would expect a transaction to list. The name of the buyer and seller, what was being sold, how much it was sold for in the end, all data that is easily stored. But what it didn’t have was what Raj called “haggling data.” Haggling data is the human part of the data that machines don’t tend to pick up. How aggressive was the seller? What did the buyer expect to have to pay in the beginning? How much debate was done between the two on the pricing? This is the type of data that would be considered haggling data.
What AI does allow us to do, is worry less about the statistical data, and focus on the human data. By learning what your customer is like, you can turn them from a customer, into an advocate. This is the main point Raj wanted to make, and AI can help with this. By learning data on the customer, AI can help you find out what you need to do to please them. But ultimately, humans know humans better than computers do, and it’s up to you to keep that customer. Just know that AI can give you a little bit of help with that.
Are you interested in MDMC? Be sure to check it out at https://bestmarketingconference.com/en/. And if you want to know more about Raj, be sure to check him out on LinkedIn at https://www.linkedin.com/in/wilsonraj/.