88: Tamara Gruzbarg: A hybrid approach to CDPs, white box predictive modeling and AI as a human in the loop system

Humans of Martech

What’s up folks, today I have the pleasure of sitting down with Tamara Gruzbarg, VP Customer Strategy at ActionIQ – an enterprise Customer Data Platform.

Summary: The discussion centered around the nuanced relationship between AI, marketing, and customer data platforms (CDPs). Tamara highlighted the excitement and limitations of AI, emphasizing the irreplaceable role of human creativity and business context. Her insights extended to the advancements in generative AI, the flexible approach of ActionIQ in dealing with CDPs, and the importance of aligning technology with an organization's strategy and capabilities. The conversation provided a rich exploration of the future of AI in marketing and the evolving landscape of CDPs, offering actionable insights that stress the need for human ingenuity and flexibility in today's market.

Can AI Replace Everything a Marketer Does?
When asked about the recent exhilaration in the marketing world around AI, especially with the emergence of ChatGPT, and the fears and challenges that AI may replace all the functions of a marketer, Tamara expressed both excitement and a clear understanding of the boundaries. She emphasized that although AI has transformative potential, the notion of it replacing everything in marketing is far from reality.

Tamara eloquently pointed out that AI has the power to take over menial, repetitive tasks within marketing, thus automating and optimizing several functions. This transition, she noted, will require professionals to acquire new skills to effectively partner with AI, often referred to as "Gen AI."

She further illuminated the philosophy of ActionIQ, where AI is seen as a "human in the loop" system. In other words, AI can assist with content generation, but it still needs human guidance. This insight reflects the company's belief that AI doesn't pull ideas out of thin air; it requires a marketer's creativity, tone of voice, and style to guide its output. Without this human collaboration, marketing initiatives risk becoming monotonous and less effective.

Using the widely accepted phrase "we need to cut through the noise," Tamara argued that it's even more critical to have a human in the loop with systems like ChatGPT to ensure uniqueness and effectiveness in marketing strategies.

In her thoughtful and informed response, Tamara envisioned AI as an extension of existing tools rather than a replacement. She reinforced that building robust models for predictions such as conversion or churn rates necessitates a strong grasp of business context and data structure, something only humans can provide.

Takeaway: AI's role in marketing is neither an all-encompassing replacement nor a threat to creative and strategic aspects. Instead, Tamara sees it as a tool for enhancing productivity by automating repetitive tasks and acting as an assistant in content creation. Its success, however, relies on human intelligence and intuition to guide it, maintaining the unique flavor and effectiveness of marketing initiatives. The human element is not only vital but irreplaceable, especially when it comes to cutting through the noise in today's competitive landscape.

Machine Learning and Personalized Messaging
When asked about the real valuable innovations in AI for marketing applications, especially concerning machine learning and natural language processing in the realm of self-optimizing campaigns, Tamara expressed both enthusiasm and caution.

She acknowledged the promising nature of the area, reflecting on how the journey began with email service providers (ESPs) optimizing send times to maximize email open rates. This has evolved to include subject line testing, allowing a winning version to reach a larger audience. These components, Tamara explained, are part of a more comprehensive journey towards achieving self-optimizing customer experiences.

With the advancements in generative AI, it's now possible to couple micro-segments with the dynamic capabilities of language models. Tamara finds this intersection particularly exciting, yet she maintains a skeptical stance regarding the idea of fully self-optimized journeys. Her perspective as a "human in the loop" proponent leads her to foresee the near to medium future as one where businesses might perceive the journey as self-optimizing, but human involvement will still be essential.

Vendors promising self-optimization will require considerable human effort to ensure that these AI-driven journeys not only function properly but also drive the business forward. The allure of using AI to personalize messaging and orchestrating the best message at the perfect time may be strong, but Tamara's insights suggest that we are still on a path where human insight and input are invaluable.

Takeaway: The intersection of AI and marketing is an exciting area that promises innovations in self-optimizing campaigns. However, as Tamara explains, the road to complete automation is still a work in progress, and human involvement remains crucial. The blend of AI with human insight can create powerful tools, but reliance solely on technology may not yet be the complete solution for personalized customer experiences.

The Synergy of Human Intelligence and Automation in Marketing Campaigns
Tamara's response to a detailed example of automating campaign creation offers a compelling look into the intricate relationship between human intelligence and automation.

The process outlined from another episode with Wyatt Bales begins with humans playing an indispensable role. They're responsible for the creative and strategic aspects, defining the campaign's goals, identifying the ideal journey for the user, and initiating the automation process by creating a ticket in a project management tool. This triggers a generative AI tool, producing drafts that the human team reviews and refines.

Tamara highlights the value in this synergy, with the human touch being essential in understanding the nuances of the campaign and reviewing AI-generated content. She firmly believes in automating tasks such as data uploading and report distribution but maintains that the human aspect is irreplaceable in areas that require critical thinking and strategic vision.

She further relates this perspective to her own career experience, managing what she terms "human CDP's." Leading teams of highly skilled data professionals, she witnessed firsthand how manual handling of tasks that could be automated often limited their potential. This realization fueled her enthusiasm for the CDP space and led her to her current position.

In her view, automation in marketing shouldn't be about completely replacing human roles but rather enhancing them. By automating mundane and repetitive tasks, skilled professionals can focus on more complex, valuable activities that machines can't replicate. Her experience in the field reinforces the belief that the combination of automation with human insight creates a more efficient and focused approach to marketing.

Takeaway: Tamara's insights provide a balanced view of the integration of human intelligence and automation in the marketing landscape. By embracing automation for specific tasks, human professionals can focus on strategic and creative roles, driving innovation, and maximizing efficiency. The fusion of human expertise with automation isn't about replacement but rather collaboration, leading to more effective and personalized marketing campaigns.

The Hybrid Approach to Customer Data Platforms in ActionIQ
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