Unlock Your Marketing Potential with the Power of AI by IBM at ArabNet Riyadh 2017
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The world of marketing and advertising is bound for some major changes in the next few years due to the introduction of AI technology into the field. Heba Sayed makes the case for the use of AI in marketing as a powerful tool to help marketers and agencies understand their customers better, optimize their marketing spend and improve customer satisfaction.
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Unlock Your Marketing Potential with the Power of AI by IBM at ArabNet Riyadh 2017
- 1. Watson Customer Engagement Unleash the Power of AI in Marketing Heba Sayed Marketing Manager Watson Customer Engagement IBM Middle East and Africa @hebasayed hebasayed
- 3. Watson Customer Engagement The realty 3 80% of CEOs do not trust their CMOs
- 4. Watson Customer Engagement It’s not easy to be a marketer today!
- 5. Watson Customer Engagement Not only there is too much data, it’s also dark! 5 Dark Social Dark Data Dark MarTech
- 6. Watson Customer Engagement Understand. Reason. Learn. Interact. IBM Watson
- 7. Watson Customer Engagement Watson Marketing © 2016 IBM Watson Marketing
- 8. Watson Customer Engagement Watson Marketing helps Marketers Optimize Paid Media Make Real Time Decisions Discover the opportunity in all Data
- 9. Watson Customer Engagement Discover the Opportunity in All Data 1/4/2018 RAKBANK achieved 4X boost in click-through rates thanks to relevant messages
- 10. Watson Customer Engagement Make Real Time Decisions 1/4/2018 Vodafone achieved 3X below- the-line marketing revenues with IBM marketing solutions
- 11. Watson Customer Engagement Optimize Paid Media IBM reduced CPC by 71% by using Watson when compared to its previous buying methods.
- 12. Watson Customer Engagement Discover the Data Have insights from transactional, behavioral, external, and interaction data Analysis for Insight Precision Marketing Personalize Offers Know individual preferences and motivations for next best action Optimize marketing and deliver targeted messages and offers across inbound and outbound channels Personalize experience with timely, tailored offers that span multiple interactions Build Loyalty Deliver the optimal experience at the right time every time Advancing your marketing journey… 12
- 13. Watson Customer Engagement Be the torchbearer our profession needs! 13 Redefining Markets: The CMO Point of View
- 14. Watson Customer Engagement The Future of Marketing Starts Here: ibm.com/watson/marketing/sa-en
Hinweis der Redaktion
- We see a maturity model here – for marketing and it is all about personalization. This is a journey that you can start today with IBM Marketers shoulder the pressure of creating the kinds of experiences that build valuable brand relationships with thousands or even millions of customers at a time. Creating singular yet cohesive moments throughout the customer journey that are tailored to each person’s needs, beyond any single product or service, is about building connections with customers that withstand the changing dynamics and demands of an ever-evolving marketplace. Market-leading Marketing will: Understand individual emotions and motivations Make clusters on consumers that exhibit promoter behavior and will help to test group messages and find optimal impact Develop new micro-segmented consumer profiles with attitudinal and behavioral data based on demographics, traits etc. for more specific targeting Use unstructured consumer inputs from their target audience to generate relevant words and phrases Craft new campaign messaging using unstructured consumer inputs from their target audience to generate relevant words and phrases Assess the individual risk of each customer in a personalized approach
- 10% for CTO and CFO… Marketers shoulder the pressure of creating the kinds of experiences that build valuable brand relationships with thousands or even millions of customers at a time. Creating singular yet cohesive moments throughout the customer journey that are tailored to each person’s needs, beyond any single product or service, is about building connections with customers that withstand the changing dynamics and demands of an ever-evolving marketplace. Market-leading Marketing will: Understand individual emotions and motivations Make clusters on consumers that exhibit promoter behavior and will help to test group messages and find optimal impact Develop new micro-segmented consumer profiles with attitudinal and behavioral data based on demographics, traits etc. for more specific targeting Use unstructured consumer inputs from their target audience to generate relevant words and phrases Craft new campaign messaging using unstructured consumer inputs from their target audience to generate relevant words and phrases Assess the individual risk of each customer in a personalized approach
- Good morning everyone, It’s not easy.. It’s not easy to be a marketer today! With shifting consumer demographics, trends that change overnight and customer expectation are higher than ever! Your consumers have developed sophistication in every way possible, what products and services they are interested in, how they want to hear about them and how they use them.
- Dark social: 69% of social media interactions happen outside regular social channels. We are talking about whatsapp, LION, FB messenger. 84% of consumers' outbound sharing from publishers' and marketers' websites now takes place via private, Dark Social channels such as email and instant messaging. And yet over 90% of social marketing ad budgets goes directly to social networks. Dark Data: 80% of the world data is unstructured. 50% of all searches will be voice searches by 2020” . “About 30% of searches will be done without a screen by 2020. Dark Martech: 5,000 marketing technologies. Marketers and media agencies trying to connect different platforms, make them speak to eachother and this is proving very challenging.
- But what if you had a marketing assistant? What if you had marketing solutions that understand, reason and learn in context to serve up ever-smarter recommendations that help businesses create and precisely tune the entire customer experience to build highly valuable and enduring brand relationships? IBM Watson was named after IBM's first CEO, industrialist Thomas J. Watson. The computer system was specifically developed to answer questions on the quiz show Jeopardy!. In 2011, Watson competed on Jeopardy! against former winners Brad Rutter and Ken Jennings and it won! Since then, IBM has invested heavily in empowering IBM Watson to help businesses and professionals in every way possible. Today, Watson is working with businesses, scientists, researchers, and governments to outthink our biggest challenges. A cognitive system can understand unstructured information such as the natural language, imagery and sounds in books, emails, call records, tweets, journals, blogs, and videos. It can then reason by recognizing patterns in the data it understands and use that to create recommendations and show the evidence and probabilities for each recommendation. Reasoning is what we do all the time. For example in deciding what path to take to work this morning you likely considered the traffic report on the radio or where your new favorite coffee place is. You would have processed all of this very quickly to estimate the best path to work. If new information arrives while you’re en route, you’d quickly recalculate to select an alternative. Much like human reasoning, cognitive computing can be much more flexible and faster. The third attribute of a cognitive system is that it can continually learn, taking in new information as it is published and by gaining direct feedback from humans it work with. Because language and information vary within the context of different professions and industries, Watson must be taught by the experts whom it will serve. As Watson learns about your customers, your company, your marketing goals, he becomes more useful to you. Finally, because a cognitive system understands human language it can interact with us and with our customers in a more natural way. Let’s consider some specific examples of how cognitive does this. How cognitive can help us address the marketing challenges you and your team regularly face….
- Now, these are all some cool examples, but everyone here including myself is either a marketer or from an agency with unique challenges when it comes to connecting with today’s consumers, so how can we bring Watson’s capabilities to the world of marketing? In a cognitive business, data becomes digital intelligence baked into the marketing processes used every day. Intuitive interfaces make it easy for every marketer to understand and share insights and recommendations generated from all types and sources of data. Marketing solutions understand, reason and learn in context to serve up ever-smarter recommendations that help marketers create and precisely tune the entire customer experience.
- By changing the way you work you can deliver the Customer Experience your company is betting on to win. With cognitive you can: Optimize paid media Make real time decisions Discover opportunity in all data
- As business leaders, marketers are ready to take advantage of insights that are fueled by our diverse, data-rich world. They know consumers are readily sharing information about themselves through social media, online transactions and other interactions. It’s a dichotomy in which marketers thirst for insight, while drowning in a vast ocean of data. The problem is really not the volume of data but the work it takes to use it. And how quickly it can go from useful to useless while that work is getting done. Most of the data we are trying to make sense of today is structured data. It is a combination of data your company possesses such as customer transactions, responses, demographics, etc. and data that exists beyond your firewall such as social media handles. When you want to analyse it, you have to organize it, you have to normalize it across multiple sources and then depending on the answer you get, go back and do it all again if you want more information. This is a lot of time and work we could be spending on higher level analysis and creative problem solving. In fact, Gartner says 75% of marketers are struggling to make sense of all this structured data, the data we can readily access.. Now what if I told you this data represents only 20% of the data available today? That’s right, the other 80% -- and growing -- is what we call dark data. In a marketplace where responsiveness and relevancy are critical, this latency in accessing and making sense of data can kill any advantage it would give us. How would your marketing change if a cognitive system could ingest structured and unstructured data to uncover the most meaningful purchase triggers and use them to develop unique insights into customer feelings, motivations and behaviors? Today, RAKBANK uses IBM Marketing Solutions to finely segment its customer data and create personalized messages that appeal directly to real-world customer preferences. After building a new multi-wave campaign, the bank’s marketing team can test the messages on multiple different applications, platforms and devices—ensuring a consistent experience for every customer. Results x2 increase in unique-open rates for promotional email campaigns x4 boost in click-through rates thanks to relevant messages Lifts share of wallet and drives competitiveness
- Cognitive can help make complicated process easier. Faced with a blank canvas, there are a lot of decisions to make. How do set up the personalization rules? What segments do you select? What creative do you test? What offers? Example: Cognitive Rules Advisor: Let’s say, you need to decide what content to offer up in the hero space of her landing page. And that you identify Responses as your metric of success. Based on the goal, the Cognitive Rules Advisor can then run tests to learn and suggest personalization rules to maximize your results. In this case the Advisor is recommending 3 options, tailored to a specific mix of customer behaviors and profiles it has found are most responsive to each – or actually 2 tailored offer and one for everyone else. As the marketer, you can then choose to accept, amend or reject the Cognitive Rules Advisor recommendations. Example: Vodafone searched for a solution that would enable it to build and manage campaigns based on a single view of its customers, their preferences and their recent interactions with Vodafone. Using IBM® Campaign, Vodafone’s marketing team can use events- based triggers—such as a customer topping up or a SIM balance rising above a certain threshold—to build timely and engaging campaigns. IBM Marketing Operations software enables the company to curate materials from previous campaigns, reducing time-to-market for new outreach and ensuring consistency in branding and tone of voice. When new campaigns are ready for launch, IBM Interact software assigns the most relevant messages to each customer. Based on customer contact preferences and their recent interactions with the brand, IBM Contact Optimization software determines the appropriate channels for Vodafone to reach out on—helping to ensure that all messages are well received. And at the end of a campaign, Vodafone can visualize performance, gaining actionable insights to refine its future marketing activities.
- How would your marketing change if a cognitive system could ingest structured and unstructured data to uncover the most meaningful purchase triggers and use them to execute targeted advertising and real-time marketing? What if you could use a cognitive system to evaluate all of your data related to paid, owned, and earned campaigns and optimize personalization in real time? Guiding your team to more effectively utilize your marketing resources whether people, assets, or media spend? About $27 billion will be spent on programmatic display ads in 2017, a 24% increase from the previous year, according to a report released by eMarketer For almost a year now IBM has been trying out Watson, its cognitive computer that learns and makes snap decisions on the fly, on making programmatic ad buys for a portion of its online ad campaigns. The company says Watson reduced its cost per click on average by 35%. At its best, using Watson reduced the cost per click for IBM by 71% when compared to its previous buying methods. The results proved so effective that IBM now says it will use Watson for all of its programmatic campaigns by the end of the year. At the same time, IBM is working on making the technology available for agencies so they, too, can eventually maximize ROI.
- We see a maturity model here – for marketing and it is all about personalization. This is a journey that you can start today with IBM Marketers shoulder the pressure of creating the kinds of experiences that build valuable brand relationships with thousands or even millions of customers at a time. Creating singular yet cohesive moments throughout the customer journey that are tailored to each person’s needs, beyond any single product or service, is about building connections with customers that withstand the changing dynamics and demands of an ever-evolving marketplace. Market-leading Marketing will: Understand individual emotions and motivations Make clusters on consumers that exhibit promoter behavior and will help to test group messages and find optimal impact Develop new micro-segmented consumer profiles with attitudinal and behavioral data based on demographics, traits etc. for more specific targeting Use unstructured consumer inputs from their target audience to generate relevant words and phrases Craft new campaign messaging using unstructured consumer inputs from their target audience to generate relevant words and phrases Assess the individual risk of each customer in a personalized approach
- We see a maturity model here – for marketing and it is all about personalization. This is a journey that you can start today with IBM Marketers shoulder the pressure of creating the kinds of experiences that build valuable brand relationships with thousands or even millions of customers at a time. Creating singular yet cohesive moments throughout the customer journey that are tailored to each person’s needs, beyond any single product or service, is about building connections with customers that withstand the changing dynamics and demands of an ever-evolving marketplace. Market-leading Marketing will: Understand individual emotions and motivations Make clusters on consumers that exhibit promoter behavior and will help to test group messages and find optimal impact Develop new micro-segmented consumer profiles with attitudinal and behavioral data based on demographics, traits etc. for more specific targeting Use unstructured consumer inputs from their target audience to generate relevant words and phrases Craft new campaign messaging using unstructured consumer inputs from their target audience to generate relevant words and phrases Assess the individual risk of each customer in a personalized approach
- Thank you everyone and you can find more about the new era of marketing on this link!