Objectives

Digital Marketing Summit 2020Laurence OToole, CEO, Authoritas, @AskLaurencewww.authoritas.com @authoritas_com #dmsso16Big Data Science for SEO & Content Marketing Success

N/B:It is ironic (given the topic of the presentation) that SlideShares automatic text extraction and transcription programme is not very sophisticated (probably not using Machine Learning!) and therefore gives you a load of useless garbage under the video!

For that reason I have added some notes which you can see on the Notes tab in SlideShare. I will also add in a video link to the YouTube recording of the presentation (once it is ready) so you can get the complete picture.

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Good morning everyone, Im Laurence OToole, CEO of Authoritas (formerly called Analytics SEO) and Im back from the future.

Today, Id like to share with you my presentation at this event in 4 years time!

Its Digital Marketing Summit 2020 How Big Data and AI changed content marketing.

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How Big Data & AI changed Content MarketingOr Where the hell was I and what happened to my job?

Digital Marketing Summit 2020Laurence OToole, CEO, Authoritas

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Or, Where the hell was I and what happened to my job?

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STARDATE: YEAR 2020

TUESDAY MORNING (MID): 10:20 A.M.

LOCATION: OFFICE, TWICKENHAM51.509865 -0.118092

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So please picture the scene as we all magically transport ourselves forward to the Authoritas office in the year 2020 on the day before this event in a world changed by Big Data and Artificial Intelligence!!

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Agenda

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(Imagine me talking to my API in 2020)

AMY: Good morning Laurence. Youre late.LAURENCE: Morning, Amy.AMY: My, my, somebody sounds grumpy this morning. late night?LAURENCE: You know it was! It was a short day and a long night.AMY: Lets look at your diary for today shall we?LAURENCE: Sure, why not.AMY: You have 42 client meetings.LAURENCE: 42, Streuth! Sounds like its going to be a busy day.AMY: Thats just this morning. Dont worry I can handle.mmm, 41 of them. Ive booked you in for a round of golf at 2 O'clock. You do however, need to prepare your presentation for the Digital Marketing Summit tomorrow.LAURENCE: Oh, so theres still something for me to do then.where is everyone?AMY: I let the last human go last week. Your company is now 99% efficient. LAURENCE: And I suppose I can guess who the 1% is!AMY: Coughs. Let me bring you up to speed. Weve exceeded agreed targets for all clients and Ive corresponded with each clients AI. Between us weve answered all the necessary questions a human might think of, and others that you probably wouldnt!LAURENCE: Ahh, honestly I dont know what Id do without you Amy. You still amaze me.AMY: Gosh, youre making my circuits blush shall we get on to your presentation? Ive prepared some slides or would you like to wing it like you did in 2016?LAURENCE: No, no lets do it properly, its taken 4 years for them to invite me back! Whats the topic for the talk?AMY: How Big Data & AI are changing content marketing.LAURENCE: Hmm, fascinating. How am I supposed to make that sound interesting?AMY: You dont. I will. Ive processed all the available slides on SlideShare, crawled every relevant LinkedIn group and processed the most shared blogs and tweets on the subject.LAURENCE: Sounds great. It had better be good Google are on after me!AMY: Im aware of that Laurence. That did pose a small problem. I had to remove all references to Black Hat techniques, AI driven-content, AI driven-link building, and AIdriven private blog networks. LAURENCE: Ah, hmm. What does that leave us with then?AMY: Not much, Ive got one slide left .The title slide.LAURENCE: Brilliant! Well, I suppose the longer the search engines think all this content is still written by humans the better. Maybe I should write my own slides for once..AMY: [Laugh] Really? OK then.looks like we are winging it again!! Good luck!

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Could the future of our industry look (or sound) like that?

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The future may not look exactly like that but the pace that technology is moving at means its a lot closer than we think!5

In the future Amy my AI canConverse with meConverse with other machinesAutomate Big Data analysis and insightsLearn what works and what doesntAutomate corrective action and predict outcomesWrite and/or edit multi-lingual contentPerform outreachOrganise my diaryResearch my presentation and synthesize its findingsBook me a round of golf!Make most of my team redundant!

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Shes pretty impressive huh?Who wouldnt want one?

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AI will replace 35% of UK jobs in Content Strategy & Insights+ AI-driven Content Creation, Curation, Optimisation and Editing+ Human-like Conversations

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It is the convergence of these 6 emerging trends that is really exciting and that will change our working lives!

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Big Data APIs - SEO/Content MarketingSite AuditingSite CrawlingLog AnalysisKeyword RankingLink analysisWeb AnalyticsWebmaster ToolsUser BehaviourConsumer DemandCompetitive IntelligenceMarket Intelligence

EXTERNAL BIG DATA APIsINTERNAL DATABIG DATA TECHSTACKCLOUD

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There are so many APIs available now that you can mash-up either in a single focused SEO & Content Marketing SaaS platform like ours (or others) or in your own BI solution (there are also dedicated SaaS solutions which support integrating your own internal data with external data sources.

The main point here is that using silo specialist apps has had its day use them by all means but get that data into one playground where you can analyse it, add machine learning solutions and get joined-up insights.

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Big Data TechnologiesOpen Source Big Data Technologies Readily AvailableNoSQL & Distributed Processing Cassandra, Big Table, Hadoop, etcGraph Databases Neo4J, Titan, etc

Computing Power Still IncreasingMoores LawGoogles TPU (Tensor Flow Processor) for Machine LearningMovidius Machine Learning on a USB stick!

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Lets explore the technical solutions this is not a deep dive so feel free to follow the links and find out what suits your use case best.

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Machine Intelligence

Source: The Economist

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The next theme is Machine Intelligence loosely describes everything that people describe on a continuum from Machine Learning > Deep Learning to real Artificial Intelligence!

The tech being used in autonomous cars, drones and voice assistants is available to use in your business today!

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Machine Intelligence

Source: FrankDianas Blog

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Collision avoidance.Image recognition visual, infra-red.On-board deep learning?Recommendations on the fly farming, bush fires?Voice control?

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Machine Intelligence

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Voice control?Well its here today not as good as its going to be.But youll soon be able to take this tech and use it in your business.14

Machine Learning AlgorithmsIts getting easier to integrate Machine Learning into your Apps

Natural Language Processing APIsMonkeyLearn Text analysis and classification Machine Learning APIIBM Watson Language, Vision, Speech & Data APIsMicrosoft Azure Machine Learning API - Language, Vision, Speech, Search & Recommendation APIsGoogle Prediction API - Sentiment analysis, Purchase Prediction, Spam DetectionAmazon Machine Learning Detect Fraud, Forecast Demand, Personalisation & Recommendation APIs

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Example APIs

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Machine Learning AlgorithmsMachine Learning - Open Source CodeGoogle Assistant - Tensor FlowFacebook M Virtual Assistant - TorchAmazon Echo - DSSTNEApple Siri You can now get your apps to work with SiriMicrosoft Cortana - CNTK

Natural Language Generation APIsNarrative ScienceWordsmithArria Platform

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Example Open Source CodeExample of Machine Learning being used to analyse data and create human-readable summaries or narratives.16

All this Big Data and Big Data Tech, yet no insights?Its a familiar story!

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We need to get real actionable insights not just more data.

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Data should tell you a storyEven if its not the one you want to hear!

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Storytelling through data. Machines will soon be able to synthesise the patterns and trends they find and highlight the stories that are meaningful to you.

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Shift from Content Analytics > Content Strategy & InsightsAI AdvancesNatural Language Processing & Natural Language GenerationPattern & Trend analysis, Predictive analytics, RecommendationsNarrow AI in key verticalsE.g. Local SMEs & eCommerce players will benefit from very different trained AI models and solutionsStorytelling through dataNarrative Science & Automated Insights turn tables and charts into human readable stories/insightsReport personalisation and automation

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Storytelling through data. Machines will soon be able to synthesise the patterns and trends they find and highlight the stories that are meaningful to you.

AI Advances are going to make a considerable difference to marketers itll be like having a data analyst by your side and this will be a boon to creative marketers.

Open source machine learning models will be available which will be trained to help optimise different types of business, e.g. Local SMEs will be very different to publishers or ecommerce players.

Natural Language Generation Apps will draw the insights out for us and send us automated personalised stories from the same data.19

Old SERP Data

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Lets take some examples of how ranking data can be used in a different way to create more value and more interesting insights than is keyword (A) going up or down.

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New Insights from old SERP data

Combining Big Data APIs +Big Data Technology +Machine Learning Algorithms =

New Insights & Winning Strategies

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e.g. Analyse millions of ranking pages and keywords in a graph database and you can see how Google is clustering related topics, websites, pages and keywords together.

You can then explore this graph and draw some great insights, such as:

Analysing your whole market not just a few competitorsBenchmark market share% of organic vs competitionTopics/Themes for content marketingDiscover millions of relevant opportunity keywords

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THE COMPETITION!

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THE OPPORTUNITY!

YOURDOMAINRDPKWCDCPYOUR DOMAINYOUR PAGEKEYWORDCOMPETING DOMAINSCOMPETITORS' PAGESTHE OPPORTUNITY!THE OPPORTUNITY!THE OPPORTUNITY!

Using a Graph to understand your market

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This is an example of how you can use a graph to discover new keywords that are relevant! Its a great example of how to get more insights from traditional ranking data.

DIY.coms Market Top 100 Sites

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This example for DIY.com (UK major retailer B&Qs website) shows that there are nearly 800,000 opportunity keywords that are relevant and that they could rank for.

The site enjoys a 3.9% market share of UK organic search in their market.

It shows their top 100 competing sites by common keyword visibility, and shows them by relative domain strength/authority (x axis) against size of organic traffic on Y axis (log scale the bubbles at the top have way more organic traffic). The size of the bubble is the number of keywords.

N/B: This is a massive leap forward over traditional competitive analysis platforms as it only finds relevant keywords from a competitor, not all their keywords. Imagine you compete with Amazon or eBay they will rank for millions of keywords and you only want to discover relevant ones!

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With the next generation of Natural Language Generation algorithms this pretty bubble chart could be coupled with the following narrative:

Laurence, your best content creation opportunities are in the following categories: Flooring, Bathrooms and Fencing.Our model shows that improving and creating new content in these areas will generate you an additional 10,000 of revenue per month with an estimated ROI of 300%.....So get cracking!

Automated Content Strategy

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You can then run community detection algorithms and create and label relevant clusters of URLs of keywords and pages to create a set of prioritised content clusters for you to either create or optimise (if you are already ranking).

All automated. No manual keyword research anymore!Prioritised based on how strong/weak you are against the competition in each specific niche or cluster and how much potential incremental traffic there is!

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Automated Content Strategy?Or betterWould you like me to create this content for you?

Or better stillIve created this content for you already?

Or even perhaps (my dream one day)How was the golf yesterday? Whilst you were playing golf, the content I wrote made you another 3,000.

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Could you imagine if machines could not just automate our content strategy but also automate content creation?

How cool would that be?

Maybe I am dreaming but I dont believe that day is far away!

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Content CreationAI - Natural Language GenerationAI will not be limited to content editing, optimisation & curationAI will create content that will be indistinguishable from human written contentBut it wont replace journalists and content writers - it will free them up for more in-depth workAI Programs are already writing all sorts of content today..

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Because machines are already creating content Im not talking about old SEO techniques like article spinning. Im talking about creating original articles (not just data-driven ones) that we are already finding hard to distinguish from ones written by humans!

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Human or Computer?Kitty couldnt fall asleep for a long time. Her nerves were strained as two tight strings, and even a glass of hot wine, that Vronsky made her drink, did not help her. Lying in bed she kept going over and over that monstrous scene at the meadow.

(New York Times Test)The Russian novel "True Love" was written by a computer in St. Petersburg in 72 hours.

I was laid out sideways on a soft American van seat, several young men still plying me with vodkas that I dutifully drank, because for a Russian it is impolite to refuse.

Unlike "True Love," this novel was written by a human. It is an excerpt from Gary Shteyngart's "Absurdistan.

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OK, lets put ourselves to the test shall we?

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User Perceptions of Robot vs Journalist Content Writer

Source: www.tandfonline.com - Christer Clerwall of Karlstads University in Sweden

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So weve just shown how hard it is.

This was backed up in a small scale study in Sweden.

As you can see from the data Human written news articles were more pleasurable to read but software written articles were more accurate, trustworthy and objective!! (Albeit also more boring!).

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Toutiaos Xiaomingbothttp://www.toutiao.com Xiaomingbot & (Futurism.com)

AI wrote 450 articles during the 2016 Olympics

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Heres some examples of machines writing content being read (and accepted) by humans!

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The Washington Post Heliograf

The Washington Post uses its in-house created AI Heliograf for Automated Storytelling during the 2016 Olympics and is planning to use it to cover the US Elections (WSJ)

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They are using software to complement their journalists and free up their time to focus on more in-depth coverage and to help them cover more ground. Look at their plans for US election coverage.

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Japanese AI novel almost wins literary prize

Source: Digital Trends. Credit: Sergey Soldatov/123RF.com

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A Japanese novel written by AI passed the first round of screening by human judges!!

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IBM Watson/Fox AI creates - Trailer

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IBM Watsons deep learning machine you know the one that won Jeopardy teamed up with Fox pictures to automatically suggest edits for the trailer to their new rather scary looking film about an AI lifeform.

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AI Creates Screenplay Sunspring

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And an AI has even written a screenplay which was then produced on YouTube.

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AI Creates Screenplay Sunspring

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They gave it some help to get started and then having fed it lots of screenplays from Sci-fi movies let it write!!34

AI Creates Screenplay Watch the film!If only to read the human comments!

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Watch what it produced on YouTube its not great! But its good to see the actors do a good job of trying to make it as coherent as possible.

But, still its good to see that people have started trying this stuff out!35

Automated Insights >1.5Bn narratives

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This is automated generated content that is a little more work oriented!

Working with Associated Press to automate and scale company analyses.

This is improving efficiency and coverage and allows humans to concentrate more on the bigger stories.

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Quill (Narrative Sciences)

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Narrative Sciences Quill Engage product does this too and works with Google Analytics, Tableau and PowerBI.

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Arrias NLG Platform

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Arrias NLG platform promises to do the same and here is a good example of an automated client campaign report produced for a marketing agency.

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But this is where it gets really interesting.

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This is exciting but human interaction is the icing on the cake!

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Human-like ConversationsConsumerism has driven AI adoption in the B2C space - Well soon be able to interact with our Enterprise apps in a similar (familiar) way

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As I mentioned earlier the clever data-science behind products that we are all using (Facebooks M, Siri, Cortana, Google Assistant, Amazon Echo, Samsung s Viv) can also be used to improve the ease with which we communicate with business software (not just in marketing).

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An Analytics Platform that talks to you?

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Crystal.io is in beta. Try it. Its far from perfect but its a really interesting development. And I think their manifesto is spot on!

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Add Conversation to your Apps?

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And using APi.ai you can add a layer of machine intelligence and voice interaction to your software platforms and apps.

Its Conversation-as-service just as we can now get Data Science-as-a-service.

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BIG DATA APIsINTERNAL DATABIG DATA TECHSTACKCLOUDMACHINE INTELLIGENCEN/B: Represents APIsCONTENT AUTOMATIONNATURAL LANGUAGE GENERATIONHUMAN INTERACTION

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So if you put all these converging themes together what do you get?

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You get AmyA personalised AI that makes your life more productive, more successful, easier and more rewarding. Unless of course shes replaced you!

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You get Amy remember her?

You get a platform that learns about your business and its competitive environment. Learns about what you and others are doing, takes the feedback and uses it to improve its models and create a virtuous-circle of ever improving advice.

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Source: waitbutwhy.comBecause of the Law of Accelerating Returns the 21st century will achieve 1,000 times the progress of the 20th century. Ray Kurzweil

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Final point. I feel human progress is about to take a massive leap.

But we cannot see to the right of the chart so this is what it feels like to most of us.

The world is accelerating Big Data and AI are going to change the SEO and Content marketing world we know but more broadly than that they are going to change human life as we know it.

The future is closer than you think, its here today!

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Amy and I hope to see you again at the Digital Marketing Summit 2020!Laurence OToole, CEO, Authoritaslaurence@authoritas.com+44 208 977 4465@asklaurence or @authoritas_comwww.authoritas.com

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Amy and I hope to see you again in 2020 (or before).

My contact details. Dont be surprised if you get a suspiciously automated response on Twitter ;-)

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Amy and I hope to see you again at the Digital Marketing Summit 2020!Laurence OToole, CEO, Authoritaslaurence@authoritas.com+44 208 977 4465@asklaurence or @authoritas_comwww.authoritas.com

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Amy says goodbye!47