Using ML to capture the short attention span of consumers — Matt Swalley // Omneky

Matt Swalley, Co-Founder and CBO at Omneky, talks about how to leverage machine learning to capture and engage your audience. In the past, marketing was primarily focused on broadcasting generic messages to a wide audience. However, personalization is key today, and ML is enabling marketers to deliver personalized content, tailored ads, and test new concepts to target new customer profiles faster. Today, Matt discusses how to use ML to capture the short attention span of consumers.
About the speaker

Matt Swalley

Omneky

- Omneky

Matt is Co-Founder and CBO at Omneky

  • Part 1 Using ML to capture the short attention span of consumers — Matt Swalley // Omneky

Show Notes

  • 02:08
    Overview of Omneky
    Omnekey is an AI-powered marketing platform that collects data from different advertising platforms to enable marketers to identify the copy, keywords, etc that resonate with their target audiences. These insights can be leveraged to generate more effective ads.
  • 04:01
    Personalization and AI driven concept testing for targeting
    The key to marketing today is personalization, and AI enables marketers to test new concepts and move into new market areas they couldn't before. Ideally, 30% of your tests should be new concepts to identify other ideal customer profiles (ICP) and get more focused.
  • 06:44
    Leveraging AI to scale personalization across diverse customer segments
    For creative brainstorming and briefing, Omnekys product allows you to input your value prop, ICP, and other business elements to generate ideas for testing. Personalized content is then distributed based on algorithms that match the content with the appropriate target audience.
  • 08:36
    Machine learning and AI driving segmentation and rapid creative development
    When targeting a specific audience, Omnekys product will pull that specific data, enabling a granular analysis of what's working with that audience. Furthermore, the technology enables faster testing of new things with new audiences and expedites the creative idea brainstorming process.
  • 10:18
    The challenge of effectively instructing AI
    One of the main challenges for those new to prompting AI is not knowing how to instruct the model effectively. If a model is trained on repetitive prompts without proper guidance, it will generate similar responses consistently.
  • 12:14
    AI's impact on non technical users and the growing value of business knowledge
    AI is lowering the barriers for people without a computer science degree and this trend is expected to continue as prompt engineering improves. Similarly, business knowledge will become increasingly valuable as AI cannot fully train individuals on an entire business.
  • 13:25
    ML's role in effective consumer targeting amidst privacy restrictions
    Advertising platforms are optimizing their algorithms to minimize the need for accessing personal information. Secondly, personalized creatives and tailoring your message for different platforms while staying true to your brand are essential for effective personalization today.
  • 16:23
    Unlocking personalization for companies with large language models
    Companies can now build large language models that collect data from their brand book, CRM, and different data points, reducing the need for extensive onboarding processes. By asking the right questions, relevant data can be autonomously collected to enable personalization.

Quotes

  • "We like to say AI empowers human creativity. It's not perfect, but it can be used for concept testing, new concepts, or moving into new areas of the market you couldn't before." -Matt Swalley, Co-Founder, Omneky

  • "Marketing is still too general in most cases we see. 99% of our customers are doing campaigns, copy for SEO, etc, and it's still too generalized." -Matt Swalley, Co-Founder, Omneky

  • "We like to say at Omneky that 30% of your tests have to be new concepts. 70%, you're learning from data and iterating under what's working." -Matt Swalley, Co-Founder, Omneky

  • "You want to go test brand new things with new audiences. That's what technology is letting us do in seconds or hours that used to take months to go brainstorm something." -Matt Swalley, Co-Founder, Omneky

  • "If you train a model to just do the same prompts all the time, and you don't know how to instruct the AI, you're going to get a similar response all the time." -Matt Swalley, Co-Founder, Omneky

  • "Business knowledge and understanding people's business is going to be such a valuable skill, because then you know what to prompt." -Matt Swalley, Co-Founder, Omneky

  • Part 1 Using ML to capture the short attention span of consumers — Matt Swalley // Omneky
About the speaker

Matt Swalley

Omneky

- Omneky

Matt is Co-Founder and CBO at Omneky

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    Part 1Using ML to capture the short attention span of consumers — Matt Swalley // Omneky

    Matt Swalley, Co-Founder and CBO at Omneky, talks about how to leverage machine learning to capture and engage your audience. In the past, marketing was primarily focused on broadcasting generic messages to a wide audience. However, personalization is key today, and ML is enabling marketers to deliver personalized content, tailored ads, and test new concepts to target new customer profiles faster. Today, Matt discusses how to use ML to capture the short attention span of consumers.