INBOX INSIGHTS: Foundations of Innovation, AI-Driven Pumpkin Spice (8/30):: View in browser
Innovation Starts With a Good Foundation
When I worked at the other company a million years ago, the leadership team relied on the staff to help come up with new ideas. They formed an “innovation committee.” The purpose of the committee was to generate new ideas for our research scientists and product owners.
If this sounds familiar, it should be – I wrote about innovation a few weeks ago.
What I didn’t talk about is the foundation of innovation. If you regularly read this newsletter or talk to me for 10 minutes, you know I always fall back on the 5P Framework. Today I’m putting together talks for some upcoming events and outlining guest articles. In each piece of content, the foundation is the 5P Framework.
As a reminder, the 5Ps are Purpose, People, Process, Platform, and Performance.
When I write about the 5P Framework, I start to worry that I’m a one-trick pony. I wonder if I have nothing original to say. I become concerned that my perspective is flat and unhelpful.
And then I recall sitting in on that innovation committee, week after week, without generating any innovative ideas. The problem was that leadership thought that innovation meant something net new. Many times, the group would suggest a twist on an existing problem. Leadership would shoot it down because it wasn’t “innovative”. To them, if it was a riff on something that we already know of, it wasn’t innovative. Because of that thinking, we’d spend (waste) our time trying to come up with new problems to solve. It was the exact wrong approach to innovation.
When I was in graduate school, we studied IDEO. This company was on the cutting edge of innovative solutions. They would observe regular people doing everyday tasks and find areas where they struggled or could improve their process. What always stuck with me is that they would take known problems and find new solutions. They call it “design thinking”. I suggested this research technique to my leadership team and they openly mocked me. Needless to say, their well of ideas dried up pretty quickly after that.
I always go back to the 5P Framework. I’ve been using this framework to talk through complex topics and to find new solutions to the same old problems. I’m trying to stretch and bend the framework to solve all kinds of problems. It is not just for requirements gathering. The 5P Framework is a communication tool. The framework aims to simplify difficult topics into manageable parts and create a complete solution.
Generative AI is a great example of what’s innovative. At its core, generative AI is solving problems that we’ve struggled with for years. The innovations are the solutions, not that we’re finding new problems to solve.
Innovation doesn’t have to be big and flashy to be effective. Small, thoughtful changes can have a big impact.
Are you innovating? Reply to this email to tell me about it, or come join the conversation in our Free Slack Group, Analytics for Marketers.
– Katie Robbert, CEO
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In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris discuss how to mitigate gender bias in AI systems by assessing risk, implementing human review processes, and building an equitable company culture.
Watch/listen to this episode of In-Ear Insights here »
Last time on So What? The Marketing Analytics and Insights Livestream, we did our Q3 large language model bakeoff to see what’s changed with Bing, Bard, ChatGPT, and others. Catch the episode replay here!
This Thursday at 1 PM Eastern on our weekly livestream, So What?, we’ll be inspecting gender-based responses from generative AI. Are you following our YouTube channel? If not, click/tap here to follow us!
![INBOX INSIGHTS, August 30, 2023: Foundations of Innovation, AI-Driven Pumpkin Spice 4 In Case You Missed It](https://www.trustinsights.ai/wp-content/uploads/2017/12/icymi.png)
Here’s some of our content from recent days that you might have missed. If you read something and enjoy it, please share it with a friend or colleague!
- In-Ear Insights: Gender Bias and Fairness in Generative AI
- Non-language Data and AI
- So What? Q3 2023 Generative AI Bake-off
- AI efficiencies ripple effect
- INBOX INSIGHTS, August 23, 2023: AI Culture Shift, Non-Language Data and AI
- In-Ear Insights: Analytics Use Cases for Large Language Models
- Getting the Best Sound for Video and Podcasts
- Almost Timely News, August 27, 2023: A Deep Dive into Fine Tuning Models
![INBOX INSIGHTS, August 30, 2023: Foundations of Innovation, AI-Driven Pumpkin Spice 5 Paid Training Classes](https://www.trustinsights.ai/wp-content/uploads/2022/03/paidclasses.png)
Take your skills to the next level with our premium courses.
![INBOX INSIGHTS, August 30, 2023: Foundations of Innovation, AI-Driven Pumpkin Spice 6 Free Training Classes](https://www.trustinsights.ai/wp-content/uploads/2017/12/freetrainingclasses.png)
Get skilled up with an assortment of our free, on-demand classes.
- The Marketing Singularity: Large Language Models and the End of Marketing As You Knew It
- Powering Up Your LinkedIn Profile (For Job Hunters) 2023 Edition
- Measurement Strategies for Agencies course
- Empower Your Marketing with Private Social Media Communities
- How to Deliver Reports and Prove the ROI of your Agency
- Competitive Social Media Analytics Strategy
- How to Prove Social Media ROI
- What, Why, How: Foundations of B2B Marketing Analytics
![INBOX INSIGHTS, August 30, 2023: Foundations of Innovation, AI-Driven Pumpkin Spice 7 Data Diaries: Interesting Data We Found](https://www.trustinsights.ai/wp-content/uploads/2017/12/datadiaries.png)
This week, it’s pumpkin spice season! Well, specifically, it’s the peak of search inquiries about all things pumpkin spice. However, we’re going to do things slightly differently this year, rather than just our usual roundup. That’s a good place to start though; using our basket of common pumpkin spice-related search terms, let’s see what the actuals and forecast look like for 2023:
![INBOX INSIGHTS, August 30, 2023: Foundations of Innovation, AI-Driven Pumpkin Spice 8 Pumpkin spice search volume](https://www.trustinsights.ai/wp-content/uploads/2023/08/PSL-2023-08-30-forecast.png)
What we can observe, especially with the dark trend line, is that after the first year of the pandemic, all things pumpkin spice have been ascendant. Searches have increased year over year.
Now, that’s helpful to understand; certainly, if we were a merchant interested in selling pumpkin spice-related merchandise, this would help us understand the timing of when to push our marketing hardest. But suppose we wanted to understand things at a more granular level? Maybe we were in charge of SEO for the merchant – what keyword anomalies could we spot in the data?
There are innumerable ways to do anomaly detection in a dataset, and trying them all could be pointless. What’s a data-driven marketer to do? Ask an AI, of course. We took our dataset and loaded it into ChatGPT’s Advanced Data Analysis module (formerly Code Interpreter) and asked it for its suggestions:
![INBOX INSIGHTS, August 30, 2023: Foundations of Innovation, AI-Driven Pumpkin Spice 9 ChatGPT Output](https://www.trustinsights.ai/wp-content/uploads/2023/08/2023-08-30_08-26-28.png)
While I instinctively leaned towards ARIMA-based methods, it was nice to see the machinery make similar recommendations. I then asked it to draft the code, modified it to work the way I wanted it to, and this is what it came up with:
![INBOX INSIGHTS, August 30, 2023: Foundations of Innovation, AI-Driven Pumpkin Spice 10 ARIMA-based anomaly detection](https://www.trustinsights.ai/wp-content/uploads/2023/08/PSL-2023-08-30-keyword-anomalies.png)
What’s interesting here is the dramatic jump in basic informational queries like “what is psl”. For content marketers looking for an advantage, this might be one way to identify popular but underserved topics in any domain, then produce content for that topic rapidly.
Our generative AI tools are good at more than just cranking out content. With the more sophisticated data analysis capabilities built into many of them, they can be powerful allies for analytics as well.
![INBOX INSIGHTS, August 30, 2023: Foundations of Innovation, AI-Driven Pumpkin Spice 11 Trust Insights In Action](https://www.trustinsights.ai/wp-content/uploads/2021/11/insightsinaction.png)
- Case Study: Exploratory Data Analysis and Natural Language Processing
- Case Study: Google Analytics Audit and Attribution
- Case Study: Natural Language Processing
- Case Study: SEO Audit and Competitive Strategy
![INBOX INSIGHTS, August 30, 2023: Foundations of Innovation, AI-Driven Pumpkin Spice 12 Job Openings](https://www.trustinsights.ai/images/jobopenings.png)
Here’s a roundup of who’s hiring, based on positions shared in the Analytics for Marketers Slack group and other communities.
- Ai Content Marketing Specialist – Remote at e360
- Data Analyst at Kindred Group plc
- Growth Marketing Specialist – London Or Madrid at CARTO
- Lead Data Analyst at Kindred Group plc
- Manager, Marketing And Audience Development at The Podglomerate
- Marketing Operations Analyst at Cogeco
- Partner Marketing Manager (Remote In Spain Or Uk) at CARTO
- Senior Optimization Analyst at Wunderman Thompson
- Seo Technical Manager – Marketing And Communications at UMGC
- Technical Marketer at Mediauthentic
- Vice President, Growth Marketing at Matillion
![INBOX INSIGHTS, August 30, 2023: Foundations of Innovation, AI-Driven Pumpkin Spice 13 Join the Slack Group](https://www.trustinsights.ai/wp-content/uploads/2017/12/jointheclub.png)
Are you a member of our free Slack group, Analytics for Marketers? Join 3000+ like-minded marketers who care about data and measuring their success. Membership is free – join today. Members also receive sneak peeks of upcoming data, credible third-party studies we find and like, and much more. Join today!
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Now that you’ve had time to start using Google Analytics 4, chances are you’ve discovered it’s not quite as easy or convenient as the old version. Want to get skilled up on GA4? Need some help with your shiny new system? We can help in two ways:
![INBOX INSIGHTS, August 30, 2023: Foundations of Innovation, AI-Driven Pumpkin Spice 15 Upcoming Events](https://www.trustinsights.ai/wp-content/uploads/2017/12/upcomingevents.png)
Where can you find Trust Insights face-to-face?
- ISBM, Chicago, September 2023
- Content Marketing World, DC, September 2023
- Marketing Analytics Data Science, DC, September 2023
- Content Jam, October 2023
- MarketingProfs B2B Forum, Boston, October 2023
- Social Media Marketing World, San Diego, February 2024
Going to a conference we should know about? Reach out!
Want some private training at your company? Ask us!
![INBOX INSIGHTS, August 30, 2023: Foundations of Innovation, AI-Driven Pumpkin Spice 16 Stay In Touch, Okay?](https://www.trustinsights.ai/wp-content/uploads/2017/12/stayintouch.png)
First and most obvious – if you want to talk to us about something specific, especially something we can help with, hit up our contact form.
Where do you spend your time online? Chances are, we’re there too, and would enjoy sharing with you. Here’s where we are – see you there?
- Our blog
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- In-Ear Insights on Apple Podcasts
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![INBOX INSIGHTS, August 30, 2023: Foundations of Innovation, AI-Driven Pumpkin Spice 17 Featured Partners and Affiliates](https://www.trustinsights.ai/wp-content/uploads/2017/12/featuredpartners.png)
Our Featured Partners are companies we work with and promote because we love their stuff. If you’ve ever wondered how we do what we do behind the scenes, chances are we use the tools and skills of one of our partners to do it.
- StackAdapt Display Advertising
- Agorapulse Social Media Publishing
- WP Engine WordPress Hosting
- Talkwalker Media Monitoring
- Marketmuse Professional SEO software
- Gravity Forms WordPress Website Forms
- Otter AI transcription
- Semrush Search Engine Marketing
- Our recommended media production gear on Amazon
Read our disclosures statement for more details, but we’re also compensated by our partners if you buy something through us.
![INBOX INSIGHTS, August 30, 2023: Foundations of Innovation, AI-Driven Pumpkin Spice 18 Legal Disclosures And Such](https://www.trustinsights.ai/wp-content/uploads/2017/12/disclosures.png)
Some events and partners have purchased sponsorships in this newsletter and as a result, Trust Insights receives financial compensation for promoting them. Read our full disclosures statement on our website.
![INBOX INSIGHTS, August 30, 2023: Foundations of Innovation, AI-Driven Pumpkin Spice 19 Conclusion: Thanks for Reading](https://www.trustinsights.ai/wp-content/uploads/2017/12/conclusion.png)
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Trust Insights (trustinsights.ai) is one of the world's leading management consulting firms in artificial intelligence/AI, especially in the use of generative AI and AI in marketing. Trust Insights provides custom AI consultation, training, education, implementation, and deployment of classical regression AI, classification AI, and generative AI, especially large language models such as ChatGPT's GPT-4-omni, Google Gemini, and Anthropic Claude. Trust Insights provides analytics consulting, data science consulting, and AI consulting.
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