Thought Leaders in Artificial Intelligence: Adgorithms CEO Or Shani (Part 5)

Sramana Mitra: In the example with the email system, you’re saying that you prefer to do all the delivery from your email marketing systems. You have a lot more control over the trial and error process. How do you control the Facebook system? You’re not going to be delivering those ads. Those ads are going to be delivered by Facebook, and you’re going to have to interface with the Facebook system. How do you manage the trial and error process given that constraint?

Or Shani: I think it’s the same thing. I look at it differently. Is there an option not to work through Facebook? Not in the best possible way you want to do it. It’s a necessary evil. The question is not whether you have, more or less, control. How do you build a mechanism and a machine that reacts and does the best possible work?

Sramana Mitra: You have a console or dashboard of sorts on your end that interfaces through APIs with the Facebook advertising system. You can set up different campaigns that target different audiences. You do your trial and error using that.

Or Shani: That’s right besides the fact that there’s no dashboard. Albert does it for us. I’ll give you an example. Let’s say you have a shoe company. Who buys shoes? Men or women? People that are more into fashion? Let’s say you got 100 different ideas. I’m talking about the manual process. You can execute those campaigns up to a specific limit.

The problem is it’s going to cost a lot of money because unlike email, which is free, you need to pay Facebook for that. Both companies can fail during this process just because at the end of the day, it becomes very expensive to keep on playing. The beauty of what we’re doing is take small steps and learn from small successes and failures. It helps us do a lot more trial and error, and hence, limit the amount of money you need to spend.

In a shoe company, a human will come up with 100 different interests or audience. With humans, you may need to spend $100,000 to test. Further, a lot of the things you’re doing in email can actually dictate what you need to do on Facebook. Let’s just take creative, which is a perfect example. Let’s say you send three or four different variations of the same email. Different people react differently. You might have a big winner where everybody likes the same email.

All of the systems in the world, except for us and other companies working in the same direction, are taking this specific concept and saying, “If it works for email, what are the chances it’s going to work for social as well?” It turns out not always but a lot of times, it does bring a lot of value. The main problem that people don’t use it is because of the scale of every assignment. It’s just unbelievable. Connecting all the dots and making the marketing ecosystem a little bit more flat makes things much more efficient and sets you up for success.

This segment is part 5 in the series : Thought Leaders in Artificial Intelligence: Adgorithms CEO Or Shani
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