Episode Summary 
In this episode of Sunny Side Up, Philip Warren chats with Siara Nazir about integrating your marketing strategy with artificial intelligence and data science. Siara discusses the transformative impact of Mixed Media Modeling, Artificial Intelligence (AI), and the MarTech stack's future direction in the evolving digital marketing landscape. Siara also shares her experience creating an AI chatbot powered by natural language processing that improved customer engagement and boosted non-branded keyword revenue.
About the Guest 
Siara Nazir is an award-winning global digital marketer and media leader who has pioneered AI-based solutions that quadrupled conversions and doubled engagement for marketing programs at Autodesk. She’s led digital transformation for two Fortune 500 companies and her strategies have been featured in Forrester and other industry publications. She speaks at many industry conferences and was recently the recipient of the Equality Impact Award for women in tech. 
Connect with Siara Nazir 
Key Takeaways 
● Beyond just sales and clicks, recognising the revenue contribution of your brand's equity is crucial. 
● Mixed media modelling’s advantage – This approach goes beyond traditional attribution models, helping marketers understand the revenue implications of their brand's presence across different channels. 
● Multi-touch attribution, while popular, may not give a comprehensive picture of a brand's value and impact. Consider alternative models for a fuller perspective. 
● Achieving success in non-branded spaces, which are highly competitive and challenging, can significantly boost a brand's visibility and conversions. 
● Utilize AI tools to automate various marketing tasks, from content creation to customer engagement. These tools not only speed up processes but also enhance quality. 
● Tomorrow's Martech stack will thrive on seamless interaction between software components. Ensure interoperability with robust API connections. 
● Balance the decision between choosing best-in-breed solutions and integrated ones. The right choice can significantly impact data flow and efficiency. 
● Established tech platforms, though significant, might not always provide the most agile solutions. 
Quote“The beauty of mixed media modelling is that the software that it sits on actually looks at many other parts of the business that influence revenue, including brand presence.” – Siara Nazir
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