Storytelling equals marketing.
This equation is unquestionably true as E = mc2. Yet, marketers don’t have to be Albert Einstein to realize that they need to add math to this formula, especially considering the current climate’s convergence with new age technologies as a foregone conclusion.
Persado, a New York City-based software company, produces its own computer-generated algorithms that write natural language known as Persuasion Automation. This platform combines math and science to create really persuasive language for digital forms of communication (e-mail, display ads, text messages, social posts, etc.) in order to drive action. With the numerous messaging types and ad units out there, the entire fabric of the internet subsists on short, persuasive messages. Persado’s platform has proven an average of 75 percent greater performance over work done by actual, living copywriters, which has led them to work brands like Best Buy, American Express, and ZipCar.
Today, Persado is proud to announce a partnership with current Baltimore Ravens offensive lineman and published mathematician, himself, John Urschel (@MathMeetsFball), where together they will teach how advanced math concepts are applicable in modern marketing through the #MathMeetsMktg campaign.
“My interest in math stemmed from the intellectual curiosity I had; a desire deep inside myself to understand why things were a certain way; a desire to solve problems; a core to know ‘why?,” Urschel tells SportTechie.
“I was drawn to math because of the rigor and elegance of it. It’s good to ask why, and to know why, and to verify things that are inherently beautiful about the world. And mathematics help you do that,” continued Urschel.
For David Atlas, Persado’s Chief Marketing Officer, he recalls driving and listening to an NPR interview a few months ago about Urschel. He was struck by his ability to explain these complicated math ideas in everyday terms. Accordingly, it was this instance that led Atlas to reach out to him for what would now form to be a full-fledged marketing endeavor.
Basically, there’s a surplus of examples via everyday technological uses that could very look like magic, to some, on the surface, when it’s really machines doing the work that one wouldn’t think could be automated. The purpose behind Persado’s #MathMeetMktg campaign is to produce educational materials coupled with perspective about the role of advanced math powering these instruments.
“People talk about man versus algorithm; human versus machine; but the reality is that software and hardware machines tend to do some things very well, but can’t do other things at all; so, ultimately, it’s really about new tools for people,” says Atlas.
For this campaign, Persado is targeting students, anyone who has a need or interest in learning about concepts such as machine learning, computational linguistics, and other advanced math principles, and how to apply them in modern marketing.
Of course, math and marketing go hand in hand now more so than ever before.
Atlas mentions that marketing is increasingly about data and analysis, and less about intuition; “and doing things just because they were always done that way.” Where there is data, there is math; and the combination of new data sets and new mathematical techniques do, indeed, spurs coveted power.
In Urschel’s case, in order to become a mathematician, like he is, the individual has to be “intelligent” and should “enjoy” math.
Conversely, Persado’s initiative does speak to the larger STEM education issues faced throughout this country.
The ability of advanced STEM technologies to rapidly develop new kinds of opportunities places the stakes to be quite high. Persado’s capacity to compete in this space is directly related to the availability and quality of STEM education. In the computer engineering field, Atlas acknowledges, too, that they “absolutely need a surge of women programmers.” In turn, the industry as a whole is missing enormous segments of the overall talent pool.
Much of the same math and science Persado regularly uses in their work is virtually identical to what Urschel has previously researched and written about. The synergy is there for a fruitful relationship. They are launching this campaign by enlisting Urschel as Persado’s official “mathlete” (such term has been referenced in The Simpsons) and hosting an event at the Museum of Mathematics, where the museum’s executive director will interview Urschel as well as Persado’s Co-Founder and Head of Product, Assaf Baciu. Ahead of this scheduled event, Persado has a website dedicated for #MathMeetsMktg; there will be videos and articles on the site over time, which will help explain different advanced math concepts evident in modern marketing.
Persado benefits brand-wise because Urschel provides a friendly and smart, educational path to what can be imposing concepts to most people, like deep learning and natural language processing. Frankly, the following is an invariable question beckoned to be answered: how many people even really know what an algorithm is? Persado looks forward to being able to clarify, with Urschel, the concepts animating its own purposes and new age marketing practices.
“Mathematics serves me well on the football field,” says Urschel.
“Being able to think quickly and efficiently is useful, to an offensive lineman, especially. Math is applicable to business, too, because it’s a language used to communicate ideas,” continued Urschel.
Therefore, advances in math, science, and other forms of engineering enable the automation of certain businesses that once wasn’t even fathomable. Atlas calls this reality “mathemagical.” Gaining the skills to comprehend math, at least at the very basic level, makes it a worthwhile experience, particularly for those with a vested interest to take part in Persado’s campaign.
“Math can help both sports and business, in that it gives it a stronger base and a stronger structure to help explain and recognize things the human eye and human intuition can sometimes miss. Although intuition is good, it can lead you astray if you hold it too lightly,” states Urschel.
Persado plus a Baltimore Raven and a mathematician equals modern marketing lessons.
Simply put: math class is now in session.