Episode 209:

Our agencies and the work we do will inevitably be impacted by artificial intelligence in the next 3-5 years. That’s just a fact. Odds are, it’s probably already changing the way you do business every day. There’s a lot of hype and buzz about jobs going away and most agencies are struggling to figure out how to keep up.

Questions of what data to use, how to analyze it, what tasks can be automated, and what AI can do for clients pop up all of the time. And it all shifts on what seems like a daily basis.

Fortunately, the agency space has a beacon to light the way into the uncharted territory of AI. His name is Chris Penn, and he is an authority on analytics, digital marketing, and marketing technology. A recognized thought leader, best-selling author, and keynote speaker, he has shaped four key fields in the marketing industry: Google Analytics adoption, data-driven marketing and PR, modern email marketing, and artificial intelligence/machine learning in marketing.

Chris is a generous guy who frequently shares his knowledge over his own podcast, Marketing Over Coffee, as well as through books like “AI for Marketers: A Primer and Introduction.” I was thrilled to welcome Chris as my guest for episode #208 of the Build a Better Agency podcast.

I barely scratched the surface of questions I had but we got a good start, talking about data analysis, keeping up with the flux of AI, and the tasks that agencies can automate to save time and money. The conversation was fascinating and I’m excited to share it with you.

A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here: https://www.whitelabeliq.com/ami/

What You Will Learn in this Episode:

  • What data actually looks like in the agency environment
  • The importance of hiring people with analytics and software skills to an agency
  • How to keep up with the ever-changing field of AI in an agency setting
  • Common mistakes agencies make around data and analytics
  • The most onerous tasks that can be automated using AI
  • The capabilities of machine learning and where humans come in during the process
  • What Chris does to keep current with technology in the agency space

The Golden Nuggets:

“The keyword here is repetitive. What are the things that are repetitive that you could make go faster or that you could deploy better technology for?” - @cspenn Click To Tweet “The number one way I keep current with AI is by trying to solve problems for either the company or for clients.” - @cspenn Click To Tweet “When agencies think about AI and data, they're always thinking about it through the lens of, “How can I help clients with this?” And they're probably not turning it around and saying, “Oh wait, I could use these tools for me.” - @cspenn Click To Tweet “No amount of data analysis and machine learning can dig around in somebody's head and explain to you why they did something. You have to ask them.” - @cspenn Click To Tweet “If you are truly net new, creating something from scratch from whole cloth, that is your value add as a human.” - @cspenn Click To Tweet

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