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Explainable AI - What it is and Why it’s Important

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The ripple effect of advancements in technology is quickly shaking up the marketing scene in a big way. Companies and marketing consultancy firms have been at the forefront of ushering in the new technology era through embracing AI in marketing. However, not all are well versed with the idea of artificial...
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Responsible AI - What Causes Bias in Training Data?

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Over the past few decades, the use of AI in business has grown tremendously. By 2030, AI may generate up to $15.7 trillion in revenue to the global economy.  From process automation to sales forecast, the potential applications for AI in business are nearly limitless. But, you've still got to wonder,...
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The 3 Measures of ROI for AI

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Artificial Intelligence (AI) is becoming a critical component of digital marketing. AI in marketing can be particularly revelatory, often delivering valuable insights that marketers can use to develop personalized content, drive conversions, and improve customer experience. Such insights help develop effective marketing strategies, which increase Return on Investment (ROI) for AI...
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8 “Simple” Questions Brand or Product Managers Must Ask

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The 8 “SIMPLE” questions every Brand Marketer or Product Manager needs to ask themselves about their strategy in order to build proper tactics.  When it comes to digital marketing & strategy - the best flashlight is a well-formed question. Below are a few “simple questions” that cross both product and business...
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Marketing AI Curious? - 7 Critical Questions to Ask

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Artificial Intelligence(AI) has recently been integrated into marketing and is still in its early stages. It makes automated decisions based on available data and audience observations or economic trends that impact marketing. By doing so, it enables marketers to gain more insight and understanding of their target audiences.  However, a business...
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Understanding Customers For Effective Business Decisions

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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. Fundamentally, success in business is about mitigating...
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Data Science Team - Build or Rent?

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There are numerous reasons why a company may decide to develop a data science team in their organization. The skills an in-house team brings can enable organizations to turn raw data into strategic assets. Their skills lead to better use of data assets including understanding customer behavior, error detection, automation of...
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Benefits Of Focus Groups

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In order to effectively market to your target audience, it’s vital you first learn all that you can about what they think of your product or service. Their motivations, their reservations, their concerns, etc. We’ve found that one of the best ways to do this is through focus groups. What Are...
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What is Digital Transformation?

What is Digital Transformation?
Digital transformation is the process of implementing workflows and technologies that leverage data into your business operations. From using AI for marketing purposes to replacing paper invoices with billing apps, companies all over the world are changing their business processes, customer relations techniques, and marketing tactics. While it may be obvious...
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Welcome to Matters. v3.0

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Many of you will know us as Confluence Digital from years ago – almost 12 years now – when we began. In 2014 we also launched Canna Ventures to provide data-driven branding and marketing to the emerging cannabis and CBD/hemp industry. Now we’ve consolidated both missions into one as – The Matters Group.  It’s been an interesting journey, to...
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Digital Strategy Traps to Avoid

Avoid Deadend Digital Strategies
When developing your digital marketing strategy be aware of traps. These traps can result in a strategy that won’t deliver the results you’re seeking.  Development of your strategy must start with clearly defined goals. We like to recommend crafting your goals using the S.M.A.R.T. approach.  Specific: target a specific area for improvement. Example:...
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Get Busy Optimizing Your Data or...

Get Busy Optimizing Your Data or...
Note: Spending some time recently with a client, helping them sort through their data aggregation and clean-up, gave me the opportunity to catch up with Randa Minkarah, Co-Founder & President from Resonance A.I. Randa and I talked about the challenges that companies are still having regarding not only being “data-driven” but...
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What Does A Data Science Team Do?

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"Data Scientist in Residence", "Chief Data Officer", "Big data engineer"...the data science buzzword du jour is “Data Scientist.” These data scientists are part data analyst, part statistician and part software developer. With data quickly becoming a top strategic business priority for many companies, the need for data scientists will only increase...
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Digital Marketing for Cannabis Brands

Digital Marketing for Cannabis Brands
When it comes to establishing a digital marketing presence, cannabis companies can’t follow the typical route of mainstream or less regulated industries. In addition to age restrictions, many of the most popular advertising channels are unavailable. Specifically we’re referring to paid search and social ads dominated by Google and Facebook.  Sure,...
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Do You Need To Hire A Data Scientist?

Do You Need To Hire A Data Scientist? Data Scientist at Work
  Data and analytics have taken the business world by storm - finally! It’s been a long time coming though many may say they’ve always used data to support decision making. While true for some, the rise of Data Science from the back office to the boardroom conversations as the most...
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Truth to Marketers: AI is a Tool, Not the Solution

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Okay, we're going to be blunt here. Fellow marketers time to “get over” the artificial intelligence (AI) hype. Time to stop thinking it’s all about “disruptive,” complex technology on the bleeding edges of a new frontier. The unfamiliar terminology. The unseeable interactions between variables lead to discovering solutions. The ridiculous and...
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Advanced Analytics - The Core of Marketing Decision Making

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Advanced Analytics is an encompassing term that is used to categorize techniques and technologies that seek to understand what happened in detail or to predict what may happen with an unmatched degree of precision. We use the term to encompass services that include Data Science, Artificial Intelligence, or AI and related...
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Change Only Lasts - When They Think It Was Their Idea

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Ask questions. Focus on strengths — not on what's wrong.  Build a "probability" of change, not a "possibility" In every Change Management scenario that I've been involved in.  The stakeholders who I interview are desperate to tell me what's wrong with the organization.  They are in so much pain that the...
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Digitally-enabled Business Transformation - The Process

Digitally Enabled Business Transformation
There are many, many methodologies for Change Management out there — Clayton Christensen's - Jobs to be Done, Potter, Appreciative Inquiry, and more.  Literally, thousands of books have been written on the subjects of digital transformation. Despite what the pundits and large consulting firms might say.  No one size fits all....
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5 Rules of Building a Brand for Cannabis Businesses

5 Rules for Building A Cannabis Brand
Before all is said and done, and you’re about to layout a roadmap for your cannabis brand, I believe there are five rules in building a brand you should know and, hopefully, follow.  I’ve listed them in order of importance, as follows, and while the rules are relevant for any-size company,...
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