Machine learning, adaptive experimentation, and the modern marketer's heart

Why I left an amazing agency to join Seattle-based startup Amplero

"Dad. Please tell me you’re building robots," he whispered.

His eyes searched mine desperately, and his toddler heart soared as he pondered the prospect.

Instead, I explained how the Amplero Artificial Intelligence Marketing (AIM) Platform operates within the context of a modern martech stack.

He stared blankly.

"Well, it's smart like a robot, and it helps marketers optimize long-term customer value metrics for their customers based on thousands of test permutations. Let's see, are you familiar with the concept of lift?"

His toddler heart crashed.

I could relate to his initial enthusiasm. When Amplero's CMO, Matt Fleckenstein, showed me the Amplero platform, I grabbed him by his face and whispered:*

"You mean to tell me that customers don't have to spend hours manually setting up rules for automated marketing campaigns?"

"You mean to tell me that customers are able to run thousands of individual tests in the same time span that a typical testing campaign might include a dozen?"

"You mean to tell me that the platform will ingest almost any form of customer data, and can plug into a company's existing stack?"

My marketing heart soared. The technology was intriguing enough for me to leave a role I deeply valued at Pointmarc and Merkle, an amazing data-centric performance agency doing some incredible work on behalf of its clients.

Within the personalization and machine learning technology ecosystem, enterprise marketing decision-makers are frequently sold product innovation, but often inherit workarounds.

Hearts crash as systems won't integrate and teams won’t collaborate. According to Forrester’s Q1 2016 Digital Experience survey, 76 percent of marketers named "resource challenges" as barriers to success, while 54 percent also named "technology."

Meanwhile, 68 percent of marketers named “delivering personalized experiences” as their top technology and implementation investment priority. With the majority of marketers focused on activating existing cross-channel customer data to deliver 1:1 experiences and messaging, machine learning algorithms will be sitting at the center of the transformation.

As I join the talented Amplero team to help build their brand and content strategy, it's not going to be just about the taglines, typefaces, pixels, and Pantone values. It's about the wide-eyed wonder I felt as I saw the future of consumer interaction.

Feel free to stop by in the coming weeks, grab me by the face, and ask about Amplero.

*Also, I didn't really grab his face.

About John Kinmonth

As Sr. Director of Brand Marketing at Amplero, John Kinmonth helps guide the creative collision of human-centered narrative and artificial intelligence-fueled martech.

Prior to Amplero, he led companywide marketing strategy for a rapidly growing Inc. 5000 digital analytics agency acquired by Merkle. He’s also served as creative director for analytics, executive, and data visualization deliverables across global clients, including T-Mobile, Microsoft, Dignity Health, Hyundai, Williams-Sonoma, Costco, and Nike.

Spanning the entire digital ecosystem, John is focused on helping organizations tell authentic stories that resonate with their core audience.

Contact him at or follow him on Twitter at @jkinmonth.

About Amplero

Headquartered in Seattle, Amplero is an Artificial Intelligence Marketing (AIM) company that enables business-to-consumer (B2C) marketers at global brands to optimize customer lifetime value at a scale that is not humanly possible.

Unlike traditional rules-based marketing automation systems, Amplero's Artificial Intelligence Marketing Platform leverages machine learning and multi-armed bandit experimentation to dynamically test thousands of permutations to adaptively optimize every customer interaction and maximize customer lifetime value and loyalty.

With Amplero, marketers in competitive, customer-obsessed industries like telecom, banking, gaming and consumer tech are currently seeing measurable lift across key performance indicators—including 1-3% incremental growth in customer topline revenue and 3-5x lift in retention rates.

For more information, contact us today or follow us on Twitter.