Performance manager, can you challenge?
Everyone is worried AI will eventually take our jobs. Worse, people are scared of the robot apocalypse and the end of life as we know it.
But the reality is, this won’t happen today or tomorrow. Something this juristic will take quite a while to take place. On the contrary, if you know how to change your focus from performance to data, AI can actually change your life for the better.
What a machine does or how it works is irrelevant. What you need to know is how to challenge the machine, which requires a special type of person. If you’re not someone who can review data, challenge it and build a vision out of it, you’re in trouble.
The jobs of the future are not campaign managers who review and optimize campaigns. They’re also not jobs that require the same task to be done over and over again. The jobs of the future are optimizing machines and allowing them to perform at their best.
The machines we build now, which you uselessly worry will “replace your job”, aren’t really that smart, and they won’t become smart enough to replace your job in the next five years either. They’re only smart enough to quickly and easily do your repetitive taks. The great thing about machines is they don’t grow sick or tired, and they don’t look for a salary increase, or ask for promotions or fancy drinks or even Christmas parties. All they do is work on their assigned tasks 24/7 without any complaints.
So why should you be a challenger? The answer is simple; the machine job will be the mainstream job. You’ll need to trust it to optimize your campaigns, and your only job will be to think outside the box. For example, in Bavaria, people often wear the dirndl and lederhosen before Oktoberfest. So your job is to target buyers in this region during this time. Yes, next year the machine will know to do it itself, but you’ll keep having new ideas based on events and industry changes.
We should move away from steering campaigns to reach conversion or ROI goals. Instead, we should move towards fitting and personalizing our campaigns to our targets. This isn’t something that can be easily achieved, nor is it something you should underestimate. Your machine is like you were during adolescence – you think you know everything, but in reality, “you know nothing, Jon Snow.” During this time, our parents scream, fight and challenge us to shape our personality and our decision-making skills. This is when we are being prepared to enter the real world.
As we grow up, we keep learning. We keep improving. We become less rebellious against our parents and we begin to listen more. If you’re this parent, you’ll never have to fear losing your job. But if you can’t be a good parent and challenge your machine to become better, you’ll surely lose your job and it’ll be hard to find another one.
2019 is coming, and maybe you should add this to your list of new year’s resolutions.