With the advent of the age of Artificial Intelligence, big data firms and AI have established a symbiotic relationship. Algorithms are trained on a wide array of data gathered from internet users, including social media engagement, website visits, and search histories, to enhance user experiences. As the media sector evolves, Artificial Intelligence and big data have become essential in transforming enterprises and adapting organizational structures to technological advancements.
Paolo Artioli, Media Innovation Director at Dentsu, one of the top five marketing and public relations firms, recently engaged with students from Franklin University Switzerland's Master of Science in International Management (MSIM) program. His interaction took place in the MGT 514 class titled "Digitization and the Future of Business," which is taught by Professors Miniero and Maershalck. With over 18 years of experience in digital marketing and advertising, Artioli shared insights into technological developments and the specific strategies Dentsu has implemented to adapt to the new technological era. He created a dynamic and interactive learning atmosphere, encouraging students to actively participate by asking questions.
Organized by the Business and Economics Division, Paolo Artioli's lecture highlighted how deep learning, cluster analysis, and media analysis are accelerating the transition to a digital world. He explained that the availability of consumer data—ranging from purchases to website history and search patterns—enables firms to better understand the consumption patterns of their target audiences and tailor advertisements more effectively. This approach not only enhances customer satisfaction but also maximizes return on investment.
Artioli elaborated on the roles of deep learning, cluster analysis, and media buying in navigating the shift to a digital landscape. The diverse data types used in media buying, such as customer purchases and browsing patterns, provide a comprehensive understanding of target audiences and enable firms to devise strategies that improve customer engagement and returns. Due to Dentsu's multinational status, the firm must comply with a broad range of business regulations worldwide. This compliance helps to build strong relationships with native countries, thereby enhancing its global working relationships.
The lecture was incredibly beneficial for the MSIM students in a world increasingly intertwined with artificial intelligence. Paolo Artioli provided an insightful presentation that explored the intricacies of Dentsu, offering Franklin's MSIM students a unique opportunity to understand the workings of a highly competitive international marketing firm.
Written by Alexandria Fraser, Vitória Gomes Araújo, and Jesse Fioranelli Jr.