Gregory Butz is a well-established Glenview, IL, advertising and marketing professional with experience at such iconic firms as BBDO, DDB, and PepsiCo, provides client-centered solutions as Serta Simmons Bedding vice president. Among Gregory Butz’s areas of focus is the intersections between technology and results-driven marketing.
One area of major industry concentration is on artificial intelligence (AI) and the use of big data in constructing rapid, actionable responses. With real-time assessment of campaign performance in place, AI technology provides a strong measure of user interest and sentiment. With this information, spanning devices and customers, adaptive campaign strategies can be set in place that seek out results.
The information garnered is not limited to clicks and scrolls, as in the past. Through the use of next-generation audio and facial recognition technologies, more sophisticated metrics are employed in gauging consumer sentiment. This holds the possibility of locking in optimal marketing choices, given well-defined and evolving user demographics. In addition, social media provides unprompted user data that is of high value and can be used to customize marketing approaches. The end result is a maximization of marketing pay and the highest possible number of views and interactions by people who matter to the company bottom line.
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