5P’s of A.I. – Performance

The fifth and final P of Marketing A.I. brings us to ‘Performance’. Performance helps marketers turn data into intelligence. Such as building a dynamic charts and graphs to visualise performance data, creating performance report narratives based on marketing data, monitoring and evaluating brand mentions from media influencers, and forecasting performance and writing a performance report.


Google Analytics Review | PCMag

Assuming that Sennheiser is like any other brands or companies in the industry, they will tend to rely on Google Analytics for their website or landing pages to see the performance of their online campaigns. Knowing how well the companies campaign’s performance is an important aspect will determine how companies should run their future campaigns. It will inform the planning team whether there are rooms for improvement or some strategies that need to be changed entirely.

Using Google Analytics alone for reporting and optimising purposes can be excellent and efficient for a team. However, there are some mistakes companies like Sennheiser are currently might be doing, and it is giving additional jobs for the department to do rather than minimising.

Firstly, Google Analytics does not have the capability of measuring the exact amount of e-commerce transactions that go on a website. Hence it will not be able to provide the right numbers in the back-end, which will give the team an extra job by double-checking the data before presenting it.

Secondly, Companies tend to be overconfident with the data that they received with Google Analytics. This is because the data Google Analytics provides merely gives the team an overall performance of their campaigns. Google Analytics will only show the number of foot traffic on your website or the number of people who opened the email campaign. Still, it will not inform the team about consumer behavior. For example, the data given by Google Analytics will not show whether the viewer read the whole landing page or exited immediately after seeing the headline. Lastly, creating promotional campaigns where the main objective is to create awareness on the social media platform, Google Analytics cannot evaluate or monitor the brand mentions from influencers and key opinion leaders. And evaluating and monitoring brand mentions is an essential aspect if a brand is looking for ideal influencers that can be a good prospect for future brand campaigns.

To solve these common problems Marketing Artificial Intelligence Institute has recommended an A.I. software that can perform what most brands are looking for and bring them in greater heights when measuring the overall performance.

What its PAVEAI?

PaveAI Reviews 2020: Details, Pricing, & Features | G2

PaveAI is a A.I. softwares that allows companies to integrate Google Analytics, Google Search Console, Google Adwords, Facebook Ads, Instagram Ads and Twitter Ads. Their platform then uses an AI algorithm and various statistical classifiers based on a business’s marketing data to trace back all the data they currently need that will help them make a solid decision. The reports that the marketers receive from the software even provide segments for consumers or readers and their probability to become a lead or subscriber.

Many business have sampled many softwares that converts Google Analytics into modern English and displayed some excellent reports. And many have still messed with a ton of dash-boarding tools out ther, but none of them were providing clients an overview of what they needed nor providing them some valuable insights they needed to make adjustments. However, PaveAI does both!

How can Sennheiser use this software in the performance stage?

Sennheiser can leverage PAVEAI through an effortless onboarding and integration of the companies’ existing data with the help of PAVEAI engineers who will work with the Sennheiser marketing team directly. This effort is possible because the machine intelligence PAVEAI has that allows data-driven results. Aside from this, Sennheiser can customise the insights they want to see when working with the software. Sennheiser are able to monitor and evaluate their brand mentions with ease, and with brand mentions, they can garner first-hand feedback from the public.

Lastly, Sennheiser has an opportunity to plan their next campaign with ease due to the available strategic insights the software provides based on the analysed data, showing what methods or tactics are performing well and help give improvement suggestions to tactics that aren’t as successful.

Advertisement

5P’s of A.I. – Promotion

The fourth P of Marketing A.I. brings us to ‘Promotion’. Promotion helps marketers to Manage intelligent cross-channel and cross-device promotions. Such as moderating comments at scale across social channels, pushing geo-targeted offers through mobile devices, scheduling social shares for optimal impressions and engagement, and lastly test headlines, landing pages, images and creative.


One of the most rewarding experience as a marketer is to see your campaign or project being shared across different social media platforms and receiving positive feedbacks about it. In todays digital age, we tend to gauge the success of a campaign based on how much likes it have gotten, how many times it has been shared or “reposted”, and the amount of comments we receive in a single post. Currently, Sennheiser have different social media platforms where they promote their product, campaign and general updates.

As seen from the photos above, Sennheiser is struggling to get likes or comments on their posts when promoting their products even though they have a high follower count. However, when they do get comments on their posts. Some are spam comments, where it talks about things that are not related to Sennheiser. An example of that comment can be seen below.

Based on my personal research, having comments like the one shown above can decrease the overall performance of a post because people will either be discouraged to post after that specific comment, and having that type of comment on social media will decrease its discoverability on users explore page. Aside from these types of comments, another bad comment that Sennheiser might receive in the future could be nonconstructive feedbacks that use foul languages as a way for them to express their thoughts or feelings.

Therefore, Sennheiser requires an A.I. software that will prevent coming across these scenarios, not only the comments on their social media page but as well as other social media platforms that mentions Sennheiser on their posts, such as Twitter. Hence, for preventive measures and to help keep their social media platform free from trolls, Marketing Artificial Intelligence Institute recommends SmartModeration.com.

What is Smart Moderation?

Smart moderation is a moderation app that offers a complete protection of the brands different social media and website by detecting detecting illegal and inappropriate comments, spam, and trolls. To go more in depth, Smart Moderation promotes a cleaner, safer online experience by using AI-based comment moderating technology. The technology that Smart Moderation uses helps automates inappropriate comment moderation strategy across various digital platforms including Facebook, Instagram, and YouTube by detecting inappropriate or profane comments, spam, trolls, and bullying. It automatically removes these from the platform in real time, without requiring any human involvement, which means that the team can solely focus on promoting their campaigns.

The thing that makes smart moderation different as compared to other A.I. solutions is that the social networks that they use provide keyword blacklist features to meet users’ basic needs by helping them, for instance, remove specific words from their platforms. Smart Moderation based their A.I. architecture on machine learning and natural language processing that read the meaning and tone behind a massage rather than relying on static keyword blacklists. This provides a unique, unmatched service not previously offered by any other company. It operates all day, everyday, in real time with self-learning technology that can adapt and customize past actions and preferences to itself.

Below would be the steps on how comment moderation works on social media by Smart Moderation:

1. CONNECT

Smart Moderation takes only three short steps to set up: sign up with a Facebook account; connect to social networks; and add profiles. All of this takes less than a minute!

2. MONITORING

Smart Moderation always maintains the most up-to-date integration with social networks and runs 24/7 comment listening in real time.

3. FILTERING

Smart Moderation uses sophisticated natural language processing and machine learning algorithms to detect toxic comments.

4. AUTO-HIDE

Smart Moderation keeps working 24 hours a day as your comment moderation assistant for social media protection.

5. PERSONALIZE

Unique to Smart Moderation is its machine learning based artificial intelligence that starts to understand what is inappropriate and what is not for you.

How can Sennheiser use this software in the promotion stage?

One of the Sennheiser project’s components is creating a post on social media and finding influencers or key opinion leaders that will help promote the campaign. How Smart Moderation can help in that aspect is that with the posts that will be created, Sennheiser can ensure a clean and proper engagement with their audience during the campaign period, which can affect the audience’s purchase decision. Aside from that, if ever the influencer or key opinion leader has something incorrect or goes against the campaign, Smart Moderation can help with the brand-damaging it has caused.

In addition, smart moderation not only keeps members safe from the social media crisis 24/7, but it can make marketers happy as they do not have to closely monitor every single platform that they use, which will save up to 80% of their time.

5P’s of A.I. – Personalisation

The third P of Marketing A.I. brings us to ‘Personalisation.’ Personalisation helps marketers to power intelligent consumer experiences. Such as recommending highly targeted content, answering voice and text questions, optimising email send time at an individual recipient level, and most importantly, helping to personalise content, offers, and web experiences with images, text, and CTAs.


As seen from the image above, Sennheiser creates a customer experience that will allow a more in-depth and better communication between the business and the consumer. The picture above shows two communication types of interaction: how the company can reach the customers and vice versa.

Sennheiser allows customers to reach them through a customer service tab on their website named “Have a question?” pinned in the navigation screen. The tab creates convenience for readers to ask their queries in any part or section of the Sennheiser website. Upon clicking the tab, it first generates the most frequently asked questions (FAQ) by readers. If the readers’ questions are not inside the FAQ, the tab then allows the reader to post their problems, so readers will feel that the company hears them. This process subsequently collects customer information (such as email address) so that Sennheiser can keep track of its customer, allowing them to analyse who their audience is.

There is then an option to sign up for a “Newsletter” for Sennheiser customers tossing up to receive the latest news about the release of a product, press releases, discounts, and many more. The agreement is shown at the bottom of the section, which explains what will happen upon the registration of their “Newsletter.”


Yes, I hereby agree that my personal data provided by me may be processed by Sennheiser electronic GmbH & Co. KG (“Sennheiser”). The purpose of the processing is the sending of e-mails by Sennheiser to the e-mail address I have provided in order to receive information about products, services, software updates, news, current offers, campaigns, events, competitions as well as for statistical surveys. My personal data will not be passed on to third parties. I can withdraw my consent at any time by using a link provided in the newsletter, by sending a message to Sennheiser, Am Labor 1, 30900 Wedemark, or by e-mail to contact@sennheiser.com. The withdrawal of my consent shall not affect the lawfulness of the processing based on consent before its withdrawal.*


However, most email marketing by companies tends to get overlooked because of its generic sense of appeal, and because of other emails that are being sent at the same timing. Uninteresting email marketing then leads to most customers unsubscribing from the newsletter, which decreases Sennheiser’s customer lead when they want to announce special occasions or any other happenings in the future, which will then cause a negative consumer experience. Therefore, for the release of the Momentum True Wireless 2, Marketing Artificial Intelligence Institute recommend A.I. softwares like Emarsys.com to create an optimise email send time at an individual recipient level, at the same creating attention seeking email campaigns.

What is Emarsys?

Emarsys platform is a great tool for email marketing and automation. The software is something most companies are looking that will combine CRM functionality and email automation. One of Emarsys unique feature is leveraging on customers’ digital footprint for perfectly timed, contextual experiences, on different types of channels. Emarsys help consolidates data and makes it accessible for companies so that they can create a customer-centric experience. Upon registering with Emarsys, all of the companies data sources are synchronised in real time, unified and transformed into personalisation variables, centrally accessible to be used consistently on any channel.

Omnichannel programs like Emarsys can branch out into an unmanageable number of campaigns, increasing the workload in a companies marketing department, since personalisation can be time-consuming as it requires manual work.

Emarsys reusable personalisation tokens increase a companies operational productivity. These out-of-the-box, reusable variables — such as loyalty status — fit a wide range of use cases specific to your industry.”

How can Sennheiser use this software in the production stage?

Given the human nature of ignoring things, we tend to overlook things that we do not find interesting nowadays. With the use of Emarsys as an A.I. software, Sennheiser is able to evolve their email communications with a specific focus on the timing and on being nimble and faster in their personalisation and segmentation efforts. Relying on internal resources, most of the time, can create a time delay due to the time-consuming process. If Sennheiser uses Emarsys for the email campaign to promote their Momentum True Wireless 2, they can expect an increase in scalability and ease of making changes for testing new concepts while maximising on the A.I. software technology. Emarsys is able to help the promote Sennheisers’ new product by creating an email campaign that will win consumers’ attention in today’s overcrowded inboxes.

5P’s of A.I. – Production

The second P of Marketing A.I. brings us to ‘Production’. Production helps marketers to create intelligent contents. Such as designing websites, landing pages and call to actions. Help predict content performance before deployment, and help analyse and edit content for grammar, sentiment, tone and style.


Sennheiser is, without a doubt, have a very aesthetically pleasing website, where they feature their new product launches and other new campaigns that they would want to introduce to their customers and new target audience. The site is fully equipped with pieces of information regarding different products, company press releases, company information, and upcoming events that can be easily navigated through different navigation menus or buttons. Each landing page of the website is concise to what the page is about and is relatively unique from one another but remains the same aesthetic.

However, younger audiences nowadays tend to skip the website and go straight to companies’ social media accounts to check the latest updates or product releases. For example, Sennheiser Singapore Instagram page currently has 2,967 followers on their Instagram page, which is impressive.

Looking at their contents, it still resembles Sennheiser aesthetics, from the graphics/videos/infographics and captions. But they do not receive many likes from their posts. Where some even have zero interactions with posts, such as comments from the target audience, which can be seen from the photos below.

Creating creatives, marketers tend to assume that it will always work, given that they have a considerable amount of followers and when they do not get much attention or achieve the overall performance that they aspired to have, it is very disheartening and worrying. Therefore, the use case that Marketing Intelligence Institute suggest is to find a AI software that will help predict content performance before deployment, which in this case Accrolinx.com is able to provide.

What is Accrolinx?

 Acrolinx is a content platform that takes care of the complete content optimisation process. Acrolinx typically brings the most value for organizations that are creating high-value content at scale. Accrolinx is currently being used by the all the major software companies in the world, as well as leaders in semiconductors, manufacturing and financial services. The 3 features that makes Acrolinx unique based on their Founder & CEO Andrew Bredenkamp is as follows:

  • Content Strategy made Actionable: Acrolinx is the only language platform that captures a companies content strategy, and makes it actionable. Taking all of the direct and nuanced aspects of your company’s use of language (formality, tone, terminology, personality) as well as the specific communication expectations of your target personas (education level, specialization), Acrolinx can then score your content against your strategy. The platform then provides a number of options to further align misaligned content. Strategy-aligned content has been proven to be more effective in meeting the top-level business objectives of customer acquisition and ongoing engagement, while eliminating legal and regulatory compliance issues.
  • Singular Enterprise Voice: Other solutions on the market allow individuals to write their content better. Acrolinx allows an enterprise to create tightly aligned content that helps the company is speaking with one voice. These two approaches are very different. 1000s of individuals writing clear content in their own styles doesn’t solve the enterprise problem of “too many writers with too many voices.” Only Acrolinx, through the consumption of the enterprise content strategy, ensures that all content represents the voice of the business.
  • Content Alignment At Scale: While other solutions provide tools that review individual documents, Acrolinx is the only platform that reads all enterprise content and measures it against one or many content strategies within the enterprise. Enterprises like IBM and VMWare are feeding hundreds of millions of words (184 million at VMWare, to be exact) through Acrolinx each year. No other language platform can come close to handling that volume of business-critical content.

How can Sennheiser use this software in the production stage?

I believe that Acrolinx does not only help ease out the work of marketers, but because of its unique feature of being able to ‘read’ contents, it can help improve future content through a unique scoring system that marketers can consider before posting. Sennheiser can also use the A.I. software to check the overall analytics of its contents, which can help with the production of content and captions through its message and tone. Soon enough, Sennheiser marketers will don’t have to worry about how the public will receive their contents because now they have Acrolinx that help analyse their posts and amend the changes needed with ease. Creating effective content to share with the public, which then leads to better attention and engagement on their social media pages.

To find out more on how Acrolinx can help Sennheiser future contents , watch the video below.


 

5P’s of A.I. – Planning

The first P of Marketing A.I. brings us to ‘Planning’. Planing helps marketers to build intelligent strategies. Such as determining goals, constructing a buyer persona, analysing existing online content for gaps and opportunities, building media, and influencer databases based on interests, audience, and intent.


Back in January 2019, Sennheiser selected Mullenlowe group to be in charge of its overall global marketing communication agency-of-record (AOR) for its consumer business. Sennheiser and Mullenlowe Group’s agreement includes the collaboration of global marketing strategies and creative development. Mullen Lowe Group has an objective of redefining Sennheiser’s approach to consumer marketing and bringing greater synergy to the company’s broad array of communications initiatives. Currently they are developing global consumer campaigns to help better promote new products, including Momentum True Wireless 2.

In my opinion finding a well trusted agency that is able to deliver beyond expectation is very important for the business, especially when building media that will create an awareness for the desired audience. However, the agency might be lacking on creating an influencer databases based on interest, audience, and intent. Which is a recommended used case by Marketing Artificial Intelligence Institute that will help the requirements given by Sennheiser for my group project.

Collaborating with an agency is the best way to help ease up the tasks of the marketing department, but with high cost and lack some of the main focus Sennheiser is currently is interested in. An alternative solution could be relying on a A.I. software. One recommended A.I. software by Artificial Intelligence Institute is Pathmatics.com

What is Pathmatics?

Pathmatics is a cloud-based digital marketing intelligence and marketing analytics solution designed for agencies, brands, and publishers. The A.I. software features Pathmatics explorer intelligence platform, Pathmatics connect data feed and Pathmatics custom data solutions. The platform helps the user have easy access to data visualisation, ranking reports, summaries, maps, charts, tables, and export functionalities, which could help plan a campaign faster and efficiently.

Not only that, but the platform also offers the users creatives, sites, devices & formats, and trends. This trends include an analysis of the most current influencer that is either in demand or have positive feedbacks when they work with brands and how they present themselves to their audience. With the extensive analysis of the software it can deliver real-time actionable intelligence that will help foresee analytics upon working with influencers and how the audience will receive their campaigns or messages.

How can Sennheiser use this software in the planning stage?

Pathmatics offers various strategies that can bring insights and give tools to marketers needs. In this case, Pathmatics is able to help Sennheiser create a influencer database that their desired customers currently interested in, through the sets of data they have compiled over the years, which I may add always updated. They are able to leverage on the datas collected from the influencer and see if their audience, message and purpose, matches what the company are looking for. With this feature, it eases up the planning stage of Sennheiser due to the different strategies that the software is able to offer based on their collected data from their target customers. May it be creative strategies, targeting strategies, social media strategies, and device strategies. Sennheiser marketers are able to discuss some of the creative ideas and see which one best fits their overall objective. Which will then speed up the planning process and have time to focus more on other parts of the campaign, such creating contents.

Below are some of the examples of the strategies and tools Sennheiser can leverage on if they use Pathmatics.