S5 | 430: Personalizing Campaigns in Highly Regulated Industries with Diana Lee, Co-Founder & CEO at Constellation

Digital StrategyTechnologyConversational AI

Oct 9

About the Episode

Today we’re going to talk about how to create compelling personalized content and campaigns even in highly regulated industries. To help me discuss this topic, I’d like to welcome Diana Lee, Co-Founder & CEO of Constellation.

About Diana Lee

Diana Lee is the CEO and Co-founder of Constellation. After starting her career in automotive, she leveraged her experience in sales, marketing, and consulting to pioneer an innovative, tech-driven approach to the marketing industry. Utilizing our end-to-end enterprise marketing technology, she helps brands mass-automate stunning compliant creative and streamline the regulatory approval process. Since its inception in 2016, she’s transformed Constellation into a thriving global SaaS company with offices in New York, Dubai, Toronto, and Seoul. This expansion follows an explosive year when Constellation experienced 90% growth without outside investment. Diana’s investment in people, practice and culture is evidenced by Constellation being named the 65th Fastest-Growing Private Company in America and Diana named EY Entrepreneur of the Year 2021 New York. An immigrant of color, she creates seats at the table for other talented immigrants, minorities, and women (60% of C-Suite execs are people of color). As a mother of three, she treats her team like family—firmly dedicated to making Constellation an inclusive environment.

Resources

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Constellation website: https://www.helloconstellation.com/

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Synopsis

The episode delves into the struggle that humans face in generating enough content for social media platforms. It highlights how platforms like TikTok or Meta penalize users for repeatedly using the same creative pieces. Audiences and users crave fresh and authentic content, which is why they keep scrolling. However, meeting this demand becomes challenging as people cannot produce enough content. This is where generative AI comes into play. The guest, Diana Lee from Constellation explains that generative AI allows marketers to input text, and in real time, the AI system generates a variety of background images. For instance, if someone types "a sunny day in San Francisco," the AI system will provide numerous variations of that image. This empowers marketers with a wide range of options for background images, reducing their reliance solely on human-generated content. By automating the process, the AI system helps alleviate the burden of constantly creating new content for social media platforms.

In the episode, Lee highlights how people have become more adept at identifying manipulated images due to technological advancements. They can now easily spot poorly photoshopped images, which was not the case two decades ago. This suggests that as technology progresses, people are becoming more aware of the potential for nefarious activities and manipulation.

Diana Lee from Constellation emphasizes the importance of using technology for beneficial purposes and in an ethical manner. They believe that if technology can assist people, it should be utilized for that purpose. However, they also stress the need to protect and ensure the ethical and responsible use of technology.

This topic sheds light on the evolving relationship between technology and society. While technology can be misused, as seen with manipulated images, it also presents opportunities for positive advancements. The speaker's viewpoint aligns with the idea that technology should be harnessed for the betterment of society and to address real-world challenges.

Highly regulated industries, such as financial services and healthcare, face unique challenges in creating and scaling content across multiple platforms. These industries have strict regulations governing the type of content that can be produced and how it can be distributed. Consequently, it can be difficult for brands in these industries to effectively reach and engage their target audience.

One of the challenges in creating content for highly regulated industries is the risk of human error. With multiple platforms and channels to manage, the likelihood of mistakes increases, which can have serious consequences for brands in these industries. However, platforms like Constellation can help overcome this challenge by providing a centralized system for content creation and distribution.

Initially designed for digital media advertising, Constellation quickly evolved to cater to the needs of highly regulated industries, including the automotive sector. The platform enables the localization and personalization of creative content, considering factors such as language, demographic data, and background images. It also addresses other complexities like variations in colors, fonts, and disclosures, which can vary by state.

By automating the process of creating localized and personalized content, Constellation reduces the risk of human error and ensures compliance with industry regulations. The platform streamlines the content creation process, making it easier for brands in highly regulated industries to scale their campaigns and effectively reach their target audience.

In addition to content creation, Constellation also offers measurement and analytics capabilities. Recently, the platform introduced Aurora, an AI data analytics dashboard that provides comprehensive insights into the lifecycle of prescription medications and the prescribing doctors. This enables smarter decision-making and enhances marketing campaigns for pharmaceutical companies and other brands in the healthcare industry.

Overall, platforms like Constellation play a crucial role in helping highly regulated industries overcome the challenges of creating and scaling content across multiple platforms. These platforms provide solutions for localization, personalization, compliance, and measurement, allowing brands to navigate the complexities of their industries and effectively engage with their target audience.