‘Will marketers be automated out of a job?’ – Econsultancy
Patricio Robles says, “The robots are coming for jobs, and many who believe that they’re exempt from the much ballyhooed robot job apocalypse might have reason to be far more worried.
That includes marketers.
Hello, Watson
In 2014, IBM is estimated to have spent $53m on digital display ads.
Earlier this year, it was revealed that the company had been experimenting with Watson, its cognitive computing platform, to see if it could help Big Blue better manage its online ad buys.
After nearly a year of testing, it had an answer: yes, it can, and pretty darn well.
‘Cognitive bid optimization’, as IBM calls it, reduced the company’s average cost per click by 35%, and by as much as 71%.
Even fractions of dollars and cents “really matters to us,” IBM’s VP of marketing analytics, Ari Sheinkin, explained, “because of the volume and the dollars involved.”
Given the potential for savings, IBM decided to hand over all of its programmatic campaigns to Watson by the end of this year”.
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