Use cases of large language models in marketing analytics

Author's Biography

Katherine Robbert Katie Robbert is an authority on compliance, governance, change management, agile methodologies and dealing with high-stakes, ‘no mistakes' data. As CEO of Trust Insights, she oversees the growth of the company, manages operations and product commercialisation, and sets overall strategy. Her expertise includes strategic planning, marketing operations management, organisational behaviour and market research and analysis. Prior to co-founding Trust Insights, she built and grew multi-million-dollar lines of business in the marketing technology, pharmaceutical and healthcare industries. Ms Robbert led teams of Microsoft Partner Software Engineers to build industry-leading research software to address and mitigate pharmaceutical abuse. Ms Robbert is a Google Analytics Certified Professional, a Google Ads Certified Professional, a Google Digital Sales Certified Professional, and holds a master of science degree in marketing and technological innovation. She is a published researcher in the `Pharmacoepidemiology and Drug Safety Journal` and a noted public speaker. Ms Robbert is a Women in Analytics member and advocate and a Women in AI Leadership — Rising Star in AI finalist in 2022.

Christopher Penn is an authority on analytics, digital marketing, marketing technology, data science and machine learning. A recognised thought leader, renowned author and keynote speaker, he has shaped: Google Analytics adoption, data-driven marketing and PR, modern e-mail marketing, marketing data science and AI/ML in marketing. At Trust Insights, he is responsible for creating products and services, creating and maintaining all code and intellectual property, technology and marketing strategy, brand awareness and research and development. Mr Penn is a 2023, six-time IBM Champion in IBM Data and AI, a Brand24 Top 100 Digital Marketer, an Onalytica Top 100 AI in Marketing influencer and co-hosts the ‘Marketing Over Coffee’ podcast. Before co-founding Trust Insights, he built the marketing for a series of start-ups with a 100 per cent successful exit rate in the financial services, SaaS software and public relations industries. His work has served brands such as Twitter, T-Mobile, Citrix Systems, GoDaddy, AAA, McDonald's. Mr Penn is an IBM Watson Machine Learning Certified Professional, a Google Analytics Certified Professional, a Google Ads Certified Professional, a Google Digital Sales Certified Professional and a Hubspot Inbound Certified Professional. He has authored marketing books including ‘AI for Marketers: A Primer and Introduction’, ‘Marketing White Belt: Basics for the Digital Marketer’, ‘Marketing Red Belt: Connecting with Your Creative Mind’ and ‘Marketing Blue Belt: From Data Zero to Marketing Hero’.

John Wall speaks, writes and practises at the intersection of marketing, sales and technology. As Partner and Head of Business Development, he is responsible for managing all aspects of sales and customer success. He is the producer of ‘Marketing Over Coffee’, a weekly audio programme where he discusses marketing and technology with his co-host Christopher S. Penn, and which has been featured on iTunes. Notable guests include Ann Handley, David Meerman Scott, Debbie Millman, Simon Sinek and Seth Godin. His work has been profiled by Forbes, CBS Evening News, NECN, The Boston Globe, Boston Herald, DM News and the Associated Press. John was previously the Vice President of Marketing at EventHero. He has held positions specialising in customer relationship management, marketing automation and sales support systems at both venture funded and privately held businesses, working with clients such as Microsoft, Oracle and Salesforce.com. John has lived in every corner of the United States and now resides outside Boston.