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Matters Group The Matters Group is a seasoned data-driven strategy and research consultancy with digital marketing and analytics services.

The Matters Group is a seasoned data-driven strategy and research consultancy with customer acquisition focused digital marketing services. We offer advanced analytics, AI-powered research, and digital marketing program development and management.

This article still rings true. The power of a recommendation is undeniable. Think of all the times in the course of a da...
08/04/2022

This article still rings true. The power of a recommendation is undeniable. Think of all the times in the course of a day where recommendations impact our decisions.

When choice matters, recommendations engines shine. Understanding their impact, the potential for bias, and risks are key to successful adoption.

https://sloanreview.mit.edu/article/the-transformational-power-of-recommendation/

Recommendation engines promise to revolutionize how customers buy and employees work.

I've consumed the Kool-Aid. I'm completely sold that is in the process of fundamentally changing . It could be horrib...
07/04/2022

I've consumed the Kool-Aid. I'm completely sold that is in the process of fundamentally changing . It could be horrible or it might be great. More likely is a bit of both.

Having been in marketing for all 28 years of my career. I know marketers have a knack for screwing up a cool thing. I have no doubt marketers will make idiotic decisions in every way imaginable trying to leverage AI. But, I have hope that enough of us will see the light and use AI in imaginative ways to make life better.

What? You don't think so? Well, if you're the least bit optimistic, give the following article a read and at least start on the right track with a solid strategy.

https://hbr.org/2021/07/how-to-design-an-ai-marketing-strategy

What the technology can do today—and what’s next

conducted a survey of IT leaders and investments last March. The takeaways were 7 insights about digital/technology ...
06/04/2022

conducted a survey of IT leaders and investments last March. The takeaways were 7 insights about digital/technology transformation delivering .

What's your perspective? Did the results hold through another pandemic year? Did they change at all?

General takeaway: a focus on technology + people = most value

The typical screw up: people focused initiatives are least likely to be executed

https://www.mckinsey.com/business-functions/mckinsey-digital/our-insights/seven-lessons-on-how-technology-transformations-can-deliver-value

Our new IT strategy survey shows the value of technology investments, especially at companies making more changes to bridge the technology and business divide.

There's something beautiful and wonderful about a well constructed and executed process. The emergence of data science a...
05/04/2022

There's something beautiful and wonderful about a well constructed and executed process.

The emergence of data science as "THE" technology discipline of the 202Xs has forced an examination of project management frameworks best suited for the job.

The team at Data Science Process Alliance makes a compelling case for their hybrid approach specifically designed for data science.

https://www.datascience-pm.com/data-science-process/

-dm

A data science process can make or break a team. Indeed, we see time and time again that many of the reasons behind data science project failures are not technical in nature but rather stem from process-related issues. Simply throwing compute power and PhDs at the problem doesn’t work. Rather, hav...

Should Netflix sell ads? The notion immediately sends shivers down my spine. "What?! A commercial in the middle of a Sat...
05/04/2022

Should Netflix sell ads?

The notion immediately sends shivers down my spine. "What?! A commercial in the middle of a Saturday night binge session? How dare they!"

My mind immediately goes to the horrifically bad ex*****on of YouTube's ads in longer form videos.

How many times have you been engrossed in funny cat videos when BAM! A damn commercial right at the pinnacle moment of feline hijinks!

https://www.linkedin.com/in/benjaminjthompson/ proposes several interesting ideas for how and why Netflix could monetize its audience further.

My 2c to , do your research and understand what your loyal audience values most in the Netflix experience. Remember customer trust is hard to regain once it's been infringed upon. And just because your engineering team can execute the technology, doesn't mean your consumers will embrace it.

Start slow and tread lightly. Over time customers will gradually accept ads though they may not like them.

https://stratechery.com/2022/why-netflix-should-sell-ads/

Netflix has been resolutely opposed to selling ads, prioritizing the user experience; however, the market conditions for streaming have changed, and so should Netflix

Curious how privacy policies of the BIG digital ad players are impacting their strategies? Ben Thompson has laid out an...
15/02/2022

Curious how privacy policies of the BIG digital ad players are impacting their strategies? Ben Thompson has laid out an excellent landscape of how and are jockeying for position in the future of .

https://stratechery.com/2022/digital-advertising-in-2022/

The advertising has shifted from a Google-Facebook duopoly to one where Amazon and potentially Apple are major forces.

We need to get beyond the fear mongering that gets headlines. The informed will recognize augments human decision maki...
20/01/2022

We need to get beyond the fear mongering that gets headlines. The informed will recognize augments human decision making to free us from the mundane. Those who don't take advantage of this transformation and reskill will only have themselves to blame. Don't fear the transformation to AI being a tool we use everyday.

https://bigthink.com/the-future/what-ai-cannot-do/

It is often assumed that AI will become so advanced that the technology will be able to do anything. In reality, there are limits.

Since in the final stretch of 2021, we thought it would be interesting to look at a few end-of-2020 prediction articles ...
15/11/2021

Since in the final stretch of 2021, we thought it would be interesting to look at a few end-of-2020 prediction articles and see how they held up. After all, lot can happen in a year. Here's our take on what PWC stated would occur in 2021.

https://www.pwc.com/us/en/tech-effect/ai-analytics/ai-predictions.html

1) Companies will ramp up their AI investments.
Our View: Yes and No.

The uncertainty caused by the pandemic, economy and transitioning workforce is causing some to move less aggressively which we see as a mistake. Executing bold steps in uncertain times lead to market advantages.

2) Choosing AI projects with potential to show positive ROI quickly.
Our View: Yes!

Organizations are gaining a better understanding of where to apply AI. Automating routine processes is a great starting point. We'd add that aligning initial projects to longer term strategic objectives is also key. Internal messaging about how automation impacts current jobs yet opens new opportunities is also important.

3) Growing awareness of Responsible AI.
Our View: Talk is cheap.

The issues of bias in AI, explainability, transparency and governance all got major coverage in 2021. Unfortunately it doesn't mean organizations are doing much to effectively mitigate these issues. Firms will need to act by making Responsible AI a fundemental step in adoption - or suffer the consequences.

4) Be willing to go beyond upskilling.
Our View: Absolutely needed, easier said than done.

The tumult in the 2021 employment landscape has had an impact. From accommodating remote workers to the Great Resignation, skills development and hiring for a new wave of digital and data-driven technologies hasn't been easy. We see this unpredictability continuing well into 2022 with ramifications lasting much longer.

5) AI's influence on work culture
Our View: Expect larger than anticipated disruptions

The impact of AI on organizational culture as it gains traction within is more disruptive than most plan for. Yes, breaking down silos is good but a new organizational structure is needed. Effective AI adoption requires more horizontal and vertical collaboration. It requires a willingness to test, learn and embracing failure. Leadership needs to recognize a lateral or backwards step can lead to opportunities. In fact, entire organizational metrics may need updating to reflect the impact of AI shaping the new work environment.

The top five trends for artificial intelligence in the business world — and how to navigate them according to PwC’s new survey.

One of our preferred approaches in AI deployments is using Latent Effects Modeling with machine learning. There's a pow...
20/10/2021

One of our preferred approaches in AI deployments is using Latent Effects Modeling with machine learning. There's a power and precision that delivers insights that can change perspective and impact strategy. Get a quick overview of the approach in reading this post.

https://thematters.group/blog/advanced-analytics/latent-effects-modeling-ml-deep-insights

We use latent effects modeling with AI and machine learning to get a more complete understanding what's working, why, and for how long it will have an impact.

While the questions may be "simple," the answers require deft responses and well conceived action plans. Use this series...
19/10/2021

While the questions may be "simple," the answers require deft responses and well conceived action plans. Use this series of questions to uncover the needs of your audience and what you can provide them on their customer journey.

https://thematters.group/blog/lead-generation/the-8-simple-questions-every-brand-marketer-or-product-manager-needs-to-ask

Marketing is a process of asking and answering questions. Test your hypothesis, analyze results, and do it again. Follow these steps and be ahead of the game.

If you're in marketing and not curious about how AI can help in achieving marketing goals, you may want to consider anot...
18/10/2021

If you're in marketing and not curious about how AI can help in achieving marketing goals, you may want to consider another line of business. While marketing has embraced AI on many levels, other business functions have been more aggressive in their use. If you're a marketer, it's time to step to the plate and explore AI.

https://thematters.group/blog/advanced-analytics/7-questions-about-ai-in-marketing

Artificial Intelligence is rapidly making inroads into all facets of companies. One of the powerful applications is in marketing. Are you ready?

It sounds like obvious advice: know your customer, make better decisions. But how often have best laid plans (i.e. assum...
15/10/2021

It sounds like obvious advice: know your customer, make better decisions. But how often have best laid plans (i.e. assumptions about what you think the customer wants) turned out to be wrong? It's not a good place to be whether you're a marketer or the customer and not receiving the ROI you expected.

https://thematters.group/blog/digital-marketing/understanding-customers-for-effective-business-decisions

Unfortunately far too many businesses tend to dismiss the need for market research when making business decisions. We’re not sure why this feeling not only exists, but seems more companies are willing to make sizable investments without fully understanding the opportunity or potential risks. Funda...

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