{"id":8108,"date":"2024-07-10T13:36:11","date_gmt":"2024-07-10T13:36:11","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/essential-kpis-to-measure-generative-ais-success-in-marketing\/"},"modified":"2024-07-10T13:36:11","modified_gmt":"2024-07-10T13:36:11","slug":"essential-kpis-to-measure-generative-ais-success-in-marketing","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/essential-kpis-to-measure-generative-ais-success-in-marketing\/","title":{"rendered":"Essential KPIs to measure generative AI’s success in marketing"},"content":{"rendered":"


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No marketing technology series would be complete without discussing the ever-important measurement of success or KPIs. I have been writing about KPIs and ROI my entire career, with the topic becoming especially hot and heavy during the dawn of social media. I recall discussing the topic at a digital marketing dinner about 15 years ago, where after several glasses of wine, the bold consensus was to forget direct ROI and instead find inherent value in the new relationships we could garner on social.\u00a0<\/p>\n

Today, you would get no argument on the importance of building relationships with influencers across social platforms, as social media marketing ROI and KPIs have become well-established within strategic frameworks. I wish it were that simple when it comes to AI.\u00a0<\/p>\n

New tech always breeds resistance<\/h2>\n

There are similarities between the birth of social media marketing and the latest advances in generative AI. In both cases, brand-new technology caught on like wildfire, affording marketers the opportunity to reach audiences in new ways.\u00a0<\/p>\n

As with anything new, some were skeptical of its long-term value. During the social era\u2019s boom, these clients insisted on seeing a direct sale or a direct conversion to find value in social media campaigns. It was my job to gently educate these skeptics on why their target audience was on the social platform in the first place and see the opportunity to meet their needs in a new way \u2014 not just pushing the product.\u00a0<\/p>\n

The dawn of social media drove a need for valuable content, and content marketing has been front and center ever since, along with standard content consumption and engagement KPIs to help judge its effectiveness.\u00a0<\/p>\n

AI ROI solution: \u2018It\u2019s complicated\u2019<\/h2>\n

AI and predictive analytics, on the other hand, have been quietly playing a leading role in every facet of marketing, not just outreach and external communications, for decades. Recent advancements in generative AI and tools like ChatGPT have marketers asking how to prove ROI and measure success. The simple answer is that it depends.\u00a0<\/p>\n

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\"2024\"2024<\/a><\/figure>\n<\/div>\n

If you have been following this entire series of articles<\/a>, you are aware that generative AI can be used across all areas of marketing and impacts every task we do daily. This is where AI dramatically differs from social media and why it becomes much more complicated to determine success metrics.\u00a0<\/p>\n

Success measurements are directly tied to the job the AI machine needs to do and can fall into several categories, such as productivity KPIs, cost-saving KPIs, audience engagement and campaign KPIs and output and creative quality KPIs.\u00a0<\/p>\n

Start with strategy<\/h2>\n

The golden rule for establishing AI success metrics is to start with developing a clear strategy. Clearly and concisely define the project objectives, the roles and\/or users impacted by the objective and finally, a set of KPIs that will help you determine if the project was successful. In a previous article<\/a> in this series, I provided more information on building an AI marketing strategy and a comprehensive list of marketing tasks that can benefit from AI.\u00a0<\/p>\n

Let\u2019s roll up our sleeves and look at a few real-world examples, shall we?\u00a0<\/p>\n

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\"Examples\"Examples
Examples of the one-of-a-kind, co-created AI Art produced by conference attendees experiencing Intel\u2019s Art of AI.<\/em><\/figcaption><\/figure>\n<\/div>\n

AI for personalization and engagement: Intel\u2019s Art of AI<\/h2>\n

Intel approached me looking for new ways to help engage attendees at an upcoming global conference. They wanted to reach both in-person and online conference attendees and show them the potential of new generative AI technologies powered by Intel. <\/p>\n

In this case, AI needed to create a \u2018surprise and delight\u2019 moment to capture the attention of conference attendees, leaving them inspired and enthusiastic about how AI powered by Intel could impact their industries.\u00a0<\/p>\n

After pitching several creative concepts, the team decided to move forward with an AI art exhibit that demonstrated the power of AI through interactive AI art installations.\u00a0<\/p>\n

Here is the short list of KPIs for the project:<\/p>\n