{"id":12682,"date":"2018-04-20T10:41:05","date_gmt":"2018-04-20T07:41:05","guid":{"rendered":"https:\/\/www.gpec.ro\/blog?p=12682"},"modified":"2018-04-25T15:23:47","modified_gmt":"2018-04-25T12:23:47","slug":"cum-pot-magazinele-online-romanesti-sa-integreze-inteligenta-artificiala-in-strategia-lor-de-marketing-interviu-cu-jim-sterne-speaker-gpec-summit-mai-2018","status":"publish","type":"post","link":"https:\/\/www.gpec.ro\/blog\/cum-pot-magazinele-online-romanesti-sa-integreze-inteligenta-artificiala-in-strategia-lor-de-marketing-interviu-cu-jim-sterne-speaker-gpec-summit-mai-2018","title":{"rendered":"Cum pot magazinele online rom\u00e2ne\u0219ti s\u0103 integreze Inteligen\u021ba Artificial\u0103 \u00een strategia lor de marketing – interviu cu Jim Sterne, speaker GPeC SUMMIT Mai 2018"},"content":{"rendered":"
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Jim Sterne<\/b><\/a>, Co-Founder \u0219i Chairman al <\/span>Digital Analytics Association (DAA)<\/b><\/a> \u2013 cea mai important\u0103 asocia\u021bie din lume dedicat\u0103 Web Analytics, din care fac parte to\u021bi profesioni\u0219tii din domeniu la nivel interna\u021bional, vine pentru prima dat\u0103 la <\/span>GPeC SUMMIT 29-30-31 Mai<\/b><\/a>.\u00a0<\/span><\/p>\n

Este lesne de \u00een\u021beles c\u0103 suntem extrem de entuziasma\u021bi s\u0103-l avem al\u0103turi de noi pe unul dintre pionierii Marketing-ului Online. Cu o experien\u021b\u0103 de peste 35 de ani \u00een v\u00e2nz\u0103ri \u0219i marketing, Jim este autorul a nu mai pu\u021bin de 12 c\u0103r\u021bi. Am g\u0103sit o list\u0103 a <\/span>c\u0103r\u021bilor scrise de Jim Sterne<\/b><\/a>\u00a0– numai bune de citit \u0219i ad\u0103ugat \u00een raftul de Online Marketing\/E-commerce Education!<\/p>\n

P\u00e2n\u0103 apuca\u021bi s\u0103 le citi\u021bi, noi garant\u0103m pentru \u201eArtificial Intelligence for Marketing: Practical Applications<\/strong><\/a>\u201d.\u00a0 Este o carte pe care Jim a publicat-o anul trecut \u0219i \u00een care vorbe\u0219te despre decriptarea comportamentului utilizatorilor. Aceasta este una dintre cele mai mari provoc\u0103ri \u00een Digital \u0219i Web Analytics deoarece trebuie s\u0103 \u00een\u021belegi datele pentru ca mai apoi s\u0103 extragi insight-uri pe baza lor.<\/p>\n

Aici Machine Learning \u0219i Inteligen\u021ba Artificial\u0103 pot aduce contribu\u021bii majore, \u00eens\u0103 nu vor putea niciodat\u0103 s\u0103 \u00eenlocuiasc\u0103 anali\u0219tii.<\/p>\n

Pentru c\u0103 deja nu mai avem r\u0103bdare p\u00e2n\u0103 la \u00eent\u00e2lnirea cu Jim de la\u00a0GPeC SUMMIT 29-30-31 Mai,\u00a0<\/b><\/a>\u00a0l-am rugat s\u0103 dea pu\u021bin din cas\u0103 \u0219i s\u0103 ne spun\u0103 cum vede el<\/span>\u00a0evolu\u021bia algoritmilor de Machine Learning \u0219i Inteligen\u021b\u0103 Artificial\u0103. Cu aplicare \u00een zona de e-commerce, evident.<\/p>\n

Un „teaser” pentru prezentarea lui Jim, \u00een r\u00e2ndurile de mai jos:<\/p>\n

\"jim<\/p>\n

<\/p>\n

Q: Anul trecut ai lansat cea mai recent\u0103 carte, \u201e<\/b>Artificial Intelligence for Marketing: Practical Applications<\/i><\/b><\/a>\u201d. Care este cea mai comun\u0103 aplica\u021bie a inteligen\u021bei artificiale \u00een marketing?<\/b><\/p>\n

A: <\/span>\u201eCea mai comun\u0103 aplica\u021bie este chatbotul. Primii chatbo\u021bi nu foloseau dec\u00e2t \u00eentreb\u0103ri \u0219i r\u0103spunsuri prestabilite, dar variantele actuale sunt capabile s\u0103 \u00eenve\u021be pe parcurs. Exist\u0103 sute de moduri \u00een care po\u021bi formula o \u00eentrebare simpl\u0103, iar algoritmul este capabil s\u0103 coreleze \u00eentrebarea cu unul dintre r\u0103spunsurile pe care le \u0219tie.\u201d<\/span><\/i><\/p>\n

Q: Din experien\u021ba ta, ai observat companii din anumite industrii mai dispuse s\u0103 adopte tehnologii precum inteligen\u021ba artificial\u0103 \u0219i machine learning? Dac\u0103 da, care sunt industriile care au adoptat cel mai rapid aceste tehnologii?<\/b><\/p>\n

A: \u201e<\/span>Inteligen\u021ba artificial\u0103 se folose\u0219te \u00een medicin\u0103, transport, finan\u021be \u0219i multe alte industrii… dar nu \u0219i \u00een departamentele de marketing. \u00cen afaceri ne bucur\u0103m de beneficii aproape imediat \u0219i de aceea aici este locul \u00een care inteligen\u021ba artificial\u0103 este folosit\u0103 cu prec\u0103dere. Acestea fiind spuse, departamentele de marketing ale companiilor din medicin\u0103, transport \u0219i finan\u021be sunt cele de la care trebuie s\u0103 ne a\u0219tept\u0103m s\u0103 adopte rapid inteligen\u021ba artificial\u0103\u2026 \u00een afar\u0103 de comer\u021bul electronic, desigur, care este pe primul loc.\u201d<\/span><\/i><\/p>\n

 <\/p>\n

We have a long way to go to understand that web analytics is a thinking man’s tool, not a solution unto itself.\u00a0Jim Sterne<\/p><\/blockquote>\n

 <\/p>\n

Q: Crezi c\u0103 lipsa de speciali\u0219ti \u00een domeniu are un impact direct asupra num\u0103rului de companii care sunt preg\u0103tite s\u0103 integreze inteligen\u021ba artificial\u0103 \u00een activit\u0103\u021bile lor?<\/b><\/p>\n

A: <\/span>\u201eAbsolut\u2026 momentan! \u00cen cur\u00e2nd, inteligen\u021ba artificial\u0103 va fi integrat\u0103 cu toate sistemele software \u0219i nu va fi necesar s\u0103 ai un data scientist \u00een echip\u0103. A\u0219a cum ast\u0103zi nu e nevoie s\u0103 fii mecanic pentru a conduce o ma\u0219in\u0103.\u201d<\/span><\/i><\/p>\n

\"\"<\/p>\n

Q: \u00cen ceea ce prive\u0219te inteligen\u021ba artificial\u0103 \u0219i machine learning folosite \u00een marketing \u00een particular – c\u00e2t de mult se pot dezvolta acestea? La ce ar trebui s\u0103 ne a\u0219tept\u0103m \u00een urm\u0103torii ani?<\/b><\/p>\n

A: <\/span>\u201eHype-ul din jurul machine learning va continua s\u0103 creasc\u0103 \u00een urm\u0103torii ani, iar apoi va deveni ceva comun. At\u00e2t de comun \u00eenc\u00e2t ne vom aminti cu nostalgie de vremurile \u00een care software-ul era \u201eprost\u201d \u0219i executa doar ceea ce i se cerea, nu ceea ce el<\/span><\/i> crede c\u0103 este bine.\u201d<\/span><\/i><\/p>\n

Q: Cum pot magazinele online s\u0103 integreze inteligen\u021ba artificial\u0103 \u00een strategia lor chiar acum, f\u0103r\u0103 a avea nevoie de o echip\u0103 de speciali\u0219ti?<\/b><\/p>\n

A: <\/span>\u201eExist\u0103 multe startup-uri pe zona de inteligen\u021b\u0103 artificial\u0103 \u0219i machine learning. De asemenea, anual, sunt investite sume colosale pentru ca aceste startup-uri s\u0103 se dezvolte. Dac\u0103 \u00ee\u021bi dore\u0219ti s\u0103 \u00ee\u021bi optimizezi rata de deschidere a email-urilor sau s\u0103 g\u0103se\u0219ti audien\u021be lookalike, exist\u0103 deja companii care fac acest lucru. Pe de alt\u0103 parte, dac\u0103 folose\u0219ti produse precum Salesforce sau Adobe, acestea au deja integra\u021bi algoritmi de machine learning. Poate c\u0103 te folose\u0219ti deja de puterea inteligen\u021bei artificiale \u0219i nici m\u0103car nu \u00ee\u021bi dai seama!\u201d<\/span><\/i><\/p>\n

 <\/p>\n

\"\"<\/p>\n

 <\/p>\n

Q: Care sunt dezavantajele folosirii inteligen\u021bei artificiale? \u00cen Rom\u00e2nia am fost martorii unor mari e\u0219ecuri din cauza faptului c\u0103 aceast\u0103 tehnologie se afl\u0103 \u00eenc\u0103 \u00een faza incipient\u0103. Care sunt riscurile \u0219i cum le po\u021bi evita?<\/b><\/p>\n

 <\/p>\n

People don’t want the raw data, but instead want marketers to decipher the tech speak for them and present the valuable insights. Jim Sterne<\/p><\/blockquote>\n

 <\/p>\n

A: <\/span>\u201eCel mai mare dezavantaj provine din faptul c\u0103 ne a\u0219tept\u0103m ca inteligen\u021ba artificial\u0103 s\u0103 ne aduc\u0103 rezultate spectaculoase imediat. Acest instrument poate fi folosit pentru a efectua activit\u0103\u021bi restr\u00e2nse, foarte bine definite, \u0219i \u00een niciun caz nu pot \u00eenlocui oamenii. De asemenea, sunt necesare volume mari de date pentru \u00eenv\u0103\u021bare. Deci colectarea datelor \u0219i modul \u00een care ne asigur\u0103m c\u0103 acele date sunt corecte sunt principalele dezavantaje.\u201d<\/span><\/i><\/p>\n

Q: Dac\u0103 ar fi s\u0103 creezi un buyer persona, cum te-ai descrie?<\/b><\/p>\n

A: Sunt \u00eendoctrinat \u00een Biserica Amazonului. Cump\u0103r c\u0103r\u021bi de la ei \u00eenc\u0103 din anii ’90 \u0219i am r\u0103mas cu ei de atunci. Iubesc cump\u0103r\u0103turile online. Ur\u0103sc interfe\u021bele greu de folosit \u0219i iubesc serviciul pentru clien\u021bi. Voi cump\u0103ra orice online at\u00e2ta timp c\u00e2t \u00eemi ofer\u0103 transport gratuit \u0219i o politic\u0103 de returnare liberal\u0103. Nu am o valoare ridicat\u0103 a Customer Lifetime Value pentru nimeni…. cu excep\u021bia Amazon. #prime<\/span><\/p>\n

Dac\u0103 nu era\u021bi siguri c\u0103 <\/span>GPeC SUMMIT 29-30-31 Mai<\/b><\/a> \u00a0este de neratat, cu siguran\u021b\u0103 oportunitatea de a face networking cu Jim \u0219i oameni ca el ar trebui s\u0103 v\u0103 conving\u0103. Pentru cei cu care ne vom \u00eent\u00e2lni la conferin\u021b\u0103, <\/span>Jim ne-a promis c\u0103 ve\u021bi pleca spun\u00e2nd \u201eacum \u0219tiu cum m\u0103 poate ajuta inteligen\u021ba artificial\u0103 s\u0103 \u00eemi cresc business-ul\u201d.<\/b> Ne vedem \u00een Mai!<\/span><\/p>\n

 <\/p>\n

\n

GPeC 2018 este un eveniment powered by<\/b> FAN Courier<\/b><\/a><\/p>\n

Gold Partner:<\/b> VTEX<\/b><\/a><\/p>\n

Brought to you by<\/b>:<\/span> Orange<\/b><\/a><\/p>\n

Partener al Competi\u021biei Magazinelor Online GPeC<\/b>:<\/span> Carrefour<\/b><\/a><\/p>\n

Recommended Payment Processor Partner<\/b>:<\/span> Netopia Payments<\/b><\/a><\/p>\n

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Eveniment sus\u021binut de<\/b>:<\/span> Bringo<\/b><\/a>,<\/span> Credius<\/b><\/a>,<\/span> DWF<\/b><\/a>,<\/span> GLS<\/b><\/a>,<\/span> New Black<\/b><\/a>,<\/span> RTB House<\/b><\/a><\/p>\n

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Parteneri media principali<\/b>:<\/span> Wall-Street<\/b><\/a> &<\/span> ecomTEAM<\/b><\/a><\/p>\n

M\u00e2ndri s\u0103 fim sus\u021binu\u021bi de:<\/b><\/p>\n

Bloggeri oficiali:<\/b> Adrian Gabriel Orbai<\/span><\/a>,<\/span> Alin Vlad<\/span><\/a>,<\/span> Andra Zaharia<\/span><\/a>,<\/span> Aura\u0219 Mihai Geamba\u0219u<\/span><\/a>,<\/span> Claudia Tocil\u0103<\/span><\/a>,<\/span> Corina-Maria Scheianu<\/span><\/a>,<\/span> Cristian China Birta<\/span><\/a>,<\/span> Cristian Iosub<\/span><\/a>,<\/span> Cristina Chipurici<\/span><\/a>,<\/span> Dan Pandrea<\/span><\/a>,<\/span> Elena C\u00eer\u00eec<\/span><\/a>,<\/span> Fulvia Meirosu<\/span><\/a>,<\/span> George Hari Popescu<\/span><\/a>,<\/span> Ionu\u021b Bunescu<\/span><\/a>,<\/span> Lavinia Biberi<\/span><\/a>,<\/span> Lumini\u021ba Balaban<\/span><\/a>,<\/span> Marius Ovidiu C\u0103lug\u0103ru<\/span><\/a>,<\/span> M\u0103d\u0103lin Blidaru<\/span><\/a>,<\/span> Olivian Breda<\/span><\/a>,<\/span> Robert Katai<\/span><\/a>,<\/span> Sabina Cornovac<\/span><\/a>,<\/span> Stil Masculin<\/span><\/a>,<\/span> UrbanDiva<\/span><\/a><\/p>\n

Parteneri media<\/b>:<\/span> AdHugger<\/span><\/a>,<\/span> AGORA<\/span><\/a>,<\/span> ANIS<\/span><\/a>,<\/span> ARIES<\/span><\/a>,<\/span> ARMO<\/span><\/a>,<\/span> Business24<\/span><\/a>,<\/span> Business Days<\/span><\/a>,<\/span> Business Review<\/span><\/a>,<\/span> Business Woman<\/span><\/a>,<\/span> Cariere<\/span><\/a>,<\/span> Comunicate de Afaceri<\/span><\/a>,<\/span> Comunicate de Presa<\/span><\/a>,<\/span> ECOMJOBS<\/span><\/a>,<\/span> Ecommerce News<\/span><\/a>,<\/span> edusa<\/span><\/a>,<\/span> Femei in Afaceri<\/span><\/a>,<\/span> FNTM<\/span><\/a>,<\/span> HowToWeb<\/span><\/a>,<\/span> HRB Trends<\/span><\/a>,<\/span> IAB Romania<\/span><\/a>,<\/span> IQads<\/span><\/a>,<\/span> Institutul de Marketing<\/span><\/a>,<\/span> Jurnalul de Afaceri<\/span><\/a>,<\/span> Lumea SEO PPC<\/span><\/a>,<\/span> Magazinul Progresiv<\/span><\/a>,<\/span> Manager.ro<\/span><\/a>,<\/span> MarketingFocus<\/span><\/a>,<\/span> NewEditionNews<\/span><\/a>,<\/span> Romania Pozitiva<\/span><\/a>,<\/span> Shopmania BIZ<\/span><\/a>,<\/span> Softlead<\/span><\/a>,<\/span> SMARK<\/span><\/a>,<\/span> StartupCafe<\/span><\/a>,<\/span> TechCafe<\/span><\/a>,<\/span> Ziare.com<\/span><\/a>,<\/span> Ziua de Constanta<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

<\/div><\/div><\/div>

Jim Sterne, Co-Founder \u0219i Chairman al Digital Analytics Association (DAA) \u2013 cea mai important\u0103 asocia\u021bie din lume dedicat\u0103 Web Analytics, din care fac parte to\u021bi profesioni\u0219tii din domeniu la nivel interna\u021bional, vine pentru prima dat\u0103 la GPeC SUMMIT 29-30-31 Mai.\u00a0 Este lesne de \u00een\u021beles c\u0103 suntem extrem de entuziasma\u021bi s\u0103-l avem al\u0103turi de noi pe unul dintre pionierii Marketing-ului Online. Cu o experien\u021b\u0103 de peste 35 de ani \u00een v\u00e2nz\u0103ri \u0219i marketing, Jim este autorul a nu mai pu\u021bin de 12 c\u0103r\u021bi. Am g\u0103sit o list\u0103 a c\u0103r\u021bilor scrise de Jim Sterne\u00a0– numai bune de citit \u0219i ad\u0103ugat \u00een raftul de Online Marketing\/E-commerce Education! P\u00e2n\u0103 apuca\u021bi s\u0103 le citi\u021bi, noi garant\u0103m pentru \u201eArtificial Intelligence for Marketing: Practical Applications\u201d.\u00a0 Este o carte pe care Jim a publicat-o anul trecut \u0219i \u00een care vorbe\u0219te despre decriptarea comportamentului utilizatorilor. Aceasta este una dintre cele mai mari provoc\u0103ri \u00een Digital \u0219i Web Analytics deoarece<\/p>\n","protected":false},"author":13,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[724],"tags":[184,64,767,100,602,215,898,899,142],"class_list":["post-12682","post","type-post","status-publish","format-standard","hentry","category-gpec-summit","tag-digital-marketing","tag-e-commerce-marketing","tag-gpec-2018","tag-gpec-summit","tag-inteligenta-artificiala","tag-interviu-gpec","tag-jim-sterne","tag-machine-learning","tag-marketing-online"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/12682","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/users\/13"}],"replies":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/comments?post=12682"}],"version-history":[{"count":11,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/12682\/revisions"}],"predecessor-version":[{"id":12725,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/12682\/revisions\/12725"}],"wp:attachment":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/media?parent=12682"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/categories?post=12682"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/tags?post=12682"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}