Aspiration VS. Reality - The Promise and Practice of AI for Personalization - Dino Eliopulos

Workshop: Aspiration vs Reality –
The Promise and Practice of AI for
Personalization
Mapping enabling processes, content & data to improve
efficiencies today while paving the way for AI-driven
personalization tomorrow

Copyright © 2018 Earley Information Science, Inc. All Rights Reserved.
2
We make information findable, useable and valuable. Our proven methodologies are designed specifically
to address product data, content assets, customer data, and corporate knowledge bases. We deliver
scalable governance-driven solutions to the world’s leading brands, driving measurable business results.
WE ORGANIZE
DATA AND
CONTENT TO
DRIVE MEASURABLE
BUSINESS IMPACT.@EarleyInfoSci

What customers
really want…
• Answers to their problems
• The right product
• Options and meaningful choices
• Help with their goal
• Assistance with a task
• Recommendations for a solution
• Expertise that they trust
• Responses that move them forward
• A “rewarding” experience
• Convenience, speed, efficiency
• Ease of doing business
3

Copyright © 2018 Earley Information Science, Inc. All Rights Reserved. 4
What they
actually get…
• Convoluted navigation
• Search results that are difficult to filter
• Too many choices
• Endless phone menus
• Call center reps without requisite knowledge
• Confusing content
• Marketing language that tries to sell them
• Incomplete information
• Frustrating, disconnected interactions
• Impediments, lack of responsiveness
• High friction processes
4

Think Bigger: Customer Journeys
It is hard work seeing
the connected journey
from any one point!
business
data flow
product
engagement
lifecycle
product
information
lifecycle
content
lifecycle
CUSTOMER JOURNEYS
5

Data for machine learning and statistical models
Enriched data and decisioning
criteria to guide personalized
customer experiences (i.e.
search, merchandizing, etc.)
6
Knowledge Content
• Portion of revenue from high
value customers
• Time between purchases
Sales analysis
• High value customers
• One time buyers
• Lapsed customers (retargeting)
• Tasks, solutions, interests
Customer Profiles
• Keyword searches and
subsequent behaviors
(conversions vs abandonment)
Web Behaviors
• Hi value product bundles,
product bundles
• Segment and product
bundle relationships
Product Data
• Organizing principles and
related content
Competitors / Suppliers
PRODUCT DATA
ENHANCEMENT
DATA MINING
DATA SOURCES
EXISTING ECOMMERCE PLATFORM
+
Data & Pattern
Analysis
Statistical
Modeling
Machine Learning
EXPLANATION-BASED RECOMMENDATIONS

Your Objectives:
What would you like to accomplish?
What will make this a 10?
(Take a minute to call out your goals for this session)

Modern B2B Digital Experiences
Online shopping search and product detail pages

https://www.gamut.com/search?q=temperature+control
EXAMPLE:
Product Search
Results
A Grainger Company
9

https://www.newark.com/search?st=dc%20motor
EXAMPLE:
Product Search
Results
10

http://www.newark.com/laser-components/2011660/evaluation-board-ic-wk-laser-diode/dp/24M2863
EXAMPLE:
Product Detail
Page
11

Wireframe: Search Results
Filter Results
Category
Brand
Price
RoHS Compliance
Horsepower
Brushless DC motorProducts Services Find a Store
BizCo
413 results found | brushless DC motor
Compare
__________ ( XXX)
__________ ( XX)
__________ ( XX)
__________ ( X)
_______ ( XXX)
_______ ( XX)
_______ ( XX)
_______ ( X)
$__ - $__ ( X)
$__ - $__ ( XX)
$__ - $__ ( XX)
$__ - $__ ( X)
Yes ( XXX)
No ( XX)
1/ 2 HP ( XX)
1 HP ( XX)
2 HP ( XX)
5 HP ( XX)
Hello John My Cart (0) Orders Log Out
Sort by: Relevance
More …
Go
Br and Name: ________________
Pr oduct Name: ______________
I t em Number : _______________
Mf r . Par t Number : __________
Shor t Descr i pt i on: _________
____________________________
____________________________
____________________________
Cat egor y: __________________
Rel at ed Pr oduct s: __________
Zoom
Compare
Pr i ce:
$___. __ / each
I n st ock
Qty:
1 Buy
+ Add to cart
Expected to arrive:
Wed. August 15
Datasheet:
Drawing:
Manual:
Catalog page #: __
Br and Name: ________________
Pr oduct Name: ______________
I t em Number : _______________
____________________________
____________________________
____________________________
Cat egor y: __________________
Zoom
Compare
Pr i ce:
$___. __ / each
I n st ock
Qty:
1 Buy
+ Add to cart
Expected to arrive:
Wed. August 15
Datasheet:
Drawing:
Manual:
Catalog page #: __
Br and Name: ________________
Pr oduct Name: ______________
I t em Number : _______________
____________________________
____________________________
Zoom
Pr i ce:
$___. __ / each
I n st ock
Qty:
1 Buy
+ Add to cart
Expected to arrive:
Wed. August 15
Datasheet:
Price
RoHS Compliance
Horsepower
$__ - $__ ( X)
$__ - $__ ( XX)
$__ - $__ ( XX)
$__ - $__ ( X)
Yes ( XXX)
No ( XX)
1/ 2 HP ( XX)
1 HP ( XX)
2 HP ( XX)
5 HP ( XX)
More …
Cat egor y: __________________
Rel at ed Pr oduct s: __________Compare Catalog page #: __
Br and Name: ________________
Pr oduct Name: ______________
I t em Number : _______________
____________________________
____________________________
____________________________
Cat egor y: __________________
Zoom
Compare
Pr i ce:
$___. __ / each
I n st ock
Qty:
1 Buy
+ Add to cart
Expected to arrive:
Wed. August 15
Datasheet:
Drawing:
Manual:
Catalog page #: __
Br and Name: ________________
Pr oduct Name: ______________
I t em Number : _______________
____________________________
____________________________
____________________________
Cat egor y: __________________
Zoom
Compare
Pr i ce:
$___. __ / each
I n st ock
Qty:
1 Buy
+ Add to cart
Expected to arrive:
Wed. August 15
Datasheet:
Drawing:
Manual:
Catalog page #: __
Br and Name: ________________
Pr oduct Name: ______________
I t em Number : _______________
____________________________
____________________________
____________________________
Cat egor y: __________________
Zoom
Compare
Pr i ce:
$___. __ / each
I n st ock
Qty:
1 Buy
+ Add to cart
Expected to arrive:
Wed. August 15
Datasheet:
Drawing:
Manual:
Catalog page #: __
Br and Name: ________________
Pr oduct Name: ______________
I t em Number : _______________
____________________________
Zoom
Pr i ce:
$___. __ / each
I n st ock
Qty:
1 Buy
+ Add to cart
Expected to arrive:
Wed. August 15
Datasheet:
12

Brushless DC motorProducts Services Find a Store
BizCo
Motors > DC Motors > Brushless DC Motors
Hello John My Cart (0) Orders Log Out
Go
Pr oduct Name: ______________________________
Br and Name: ______________
98 cust omer r evi ews | 83 answer ed quest i ons
Zoom
Pr i ce: $___. __ / each
Qty: 1 Buy
+ Add to cart
Specifications
Datasheet:
Drawing:
Manual:
Catalog page #: __I t em Number : _______________
Shi ppi ng Wei ght : ___________
Count r y of Or i gi n: _________
I n st ock
Check avai l abi l i t y i n your
ar ea
ZI P Code:
90210 Find
Item _____________________________
Motor Application _____________________________
Motor Sub-Application _____________________________
Motor Design _____________________________
Motor Design Enclosure _____________________________
HP _____________________________
Nameplate RPM _____________________________
RPM Range _____________________________
Bearings _____________________________
Service Factor _____________________________
Ambient Temperature _____________________________
Frame Material _____________________________
Overall Length _____________________________
Length Less Shaft _____________________________
Motor Shaft Design _____________________________
RoHS Compliance _____________________________
Related Products
Pr oduct Name: ______
I t em Number : _______
Br and Name: ________
Pr i ce:
$___. __ / each
1 Buy
Pr i ce:
$___. __ / each
1 Buy
Long Descr i pt i on: __________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
_________________________________________________
• ________________
• ________________
• ________________
See an er r or ? Pr i nt t hi s page Shar e
Specifications
Drawing:
Manual:
Shi ppi ng Wei ght : ___________
Count r y of Or i gi n: _________
Item _____________________________
Motor Application _____________________________
Motor Sub-Application _____________________________
Motor Design _____________________________
Motor Design Enclosure _____________________________
HP _____________________________
Nameplate RPM _____________________________
RPM Range _____________________________
Bearings _____________________________
Service Factor _____________________________
Ambient Temperature _____________________________
Frame Material _____________________________
Overall Length _____________________________
Length Less Shaft _____________________________
Motor Shaft Design _____________________________
RoHS Compliance _____________________________
Customers Also Viewed
Pr i ce:
$___. __ / each
Pr i ce:
$___. __ / each
Pr i ce:
$___. __ / each
Pr i ce:
$___. __ / each
1 Buy
Pr i ce:
$___. __ / each
1 Buy
Pr i ce:
$___. __ / each
1 Buy
Long Descr i pt i on: __________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
_________________________________________________
• ________________
• ________________
• ________________
Reviews
Cust omer : _______________
Dat e: ____________
Revi ew Text : __________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
_________________________________________________
Helpful Not Helpful
Cust omer : _______________
Dat e: ____________
Revi ew Text : __________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
_________________________________________________
|
Chat
This motor is
great for
motion control!
<
<
Hi Amanda
Wireframe: Product Detail Page
13

Domain Data Required For Contextual Experience
PRODUCT DOMAIN
How your product data is initially captured and
organized changes how your e-customers can
search and interact with your website
MARKETING & SUPPORT DOMAIN
Marketing takes raw product details and
combines with customer insights to decide how
to present products to your customers online
CONTENT DOMAIN
Designing great product content for e-
commerce takes alignment – with Product,
Marketing and other areas of your company
14

Exercise 1: What Do We Need To Know?

Goals of Exercises
• Simulate complex content and data ecosystem
required to drive a B2B digital / commerce
experience
• Give participants a new appreciation for the
complexity and criticality of the upstream
collaborative content processes
• Point out the need for an information architecture
to drive data harmonization
• Demonstrate the link between good data and
great user experience
• Demonstrate the link between Information Architecture and AI
• Identify the limits to automation and areas of opportunity for AI driven efficiency
• Have FUN!
16

Round 1: Roles and Data!
• Deal the cards (roles, then data)
• Call out what you have
• Determine who should own what data
• Trade cards until you reach agreement
• Create discard pile:
• Data you can’t reach agreement on
• Data who nobody owns
• Roles that are not relevant
• Capture observations on worksheet page 1
Make sure the product search results page gets all the
data it needs!
AI / IA Poker: Rules for Game
17

Information Dependencies
Role
Primary
Ownership
Other
Stakeholders
Dependencies
(Downstream or
upstream)
Governance
Implications
Comments
Engineering Specifications Marketing
Content operations
Product data
operations
Content lifecycle
metrics
Requires subject matter experts
Troubleshooting
guides
Support Customer feedback
Need feedback from customer service
org
… … … … …
Product
Development
Specifications Engineering
Content operations
Product data
operations
Need to resolve
conflicting ownership
… … … … …
Fill in as much of the worksheet as you can
18

Exercise 1 Checkpoint: What Did We Learn?

• What is interesting about this
exercise?
• Are we missing anything?
• Was ownership clear?
• What conflicts arose?
• What upstream and downstream
processes were most significant?
Observations
20

Exercise 2: Bring In The Bot!

Round 2: Feed The Bot!
• Put the Wild Card (The Bot) in the middle of the table
• Place data cards needed by the bot under each function:
• Related Products
• Customer Also Viewed
• Customer Reviews
• Support chatbot
• Other applications for ML/AI (you decide)
• Players draw data cards from their hands, or from the discard pile
to “feed the bot”
• To reuse data or for new data sources, use post it notes
• Capture observations on worksheet page 2
AI / IA Poker: Rules for Game
22

Automation Dependencies
Functionality Role of AI/ML/Bot Required Data Automation Implications Comments
Related
Products
Build solution clusters
Product data,
specifications,
engineering knowledge of
solutions
Need to translate expertise into
solutions
Need mining of documentation to
develop product clusters
Replacement parts
Product data,
specifications, availability,
catalogue/cross reference
Engineering team has to
standardize structure that can
be mined by automated
approaches
Balance between rules-based
approaches and patterns that can be
automated
… … … …
Reviews
Determining which
reviews to show and in
what order
User generated content,
social media content,
reviews
What are sorting rules? Weight
of sentiment, product lifecycle,
credibility, relevance to user
requirements
What and why to show, flagging for
manual review
… … … …
… …
Fill in as much of the worksheet as you can
23

Exercise 2 Checkpoint: How Did You Do?

• What was interesting about this
exercise?
• Were you able to identify other
opportunities for automation?
• What data was most important for
automation?
• Was additional information was
needed?
Observations
25

Wrap-up: What Next?

Always remember – “There is no AI without IA”
• It’s only AI if we don’t know how it works
• Simplicity is hidden complexity
• Clean data is the price of admission
• Identify user journeys, data sources and data owners
• Define governance, curation, and scalable processes
27

Copyright © 2018 Earley Information Science, Inc. All Rights Reserved.Copyright © 2018 Earley Information ScienceCopyright © 2018 Earley Information Science
AI and IA in an Integrated Full Lifecycle
• Content type and
variable definitions
• Classification schema
design
• Feature engineering
• Vocabulary development
• Associative relationship
mapping
• Deconstruction and
componentization of
FAQ’s,
troubleshooting
guides, reference
materials, e-learning
modules, etc.
• Content refactoring
and component
tagging
• Integration of
component models
with user experience
• Crowdsourcing of
phrase variations for
intent triggers
(utterances)
• Classification of intent
using customer issue
and query data
• Entity extraction
training and tuning
• Escalation and handoff
model
• Feedback workflow
design: utterance,
intent and knowledge
• Success metric design
• Governance and
accountability model
• Speech to text conversion
• Text mining/ analytics on
call logs / support content
• Search analytics
• User journey mapping
• Scenarios and use cases
• Identification of
repeatable, unambiguous
processes
• Deconstruction of user
journeys into dialogue
components
• Precoordinated intent
design
• Disambiguation models
• Intent entity extraction
• dialogue context tagging
model
PROCESS
ANALYSIS
DIALOGUE DESIGN
& INTENT
CLASSIFICATION
CONTENT ANALYSIS,
DOMAIN MODELING
& ONTOLOGY
DESIGN
COMPONENTIZATION
OF KNOWLEDGE
CONTENT
TRAINING DATA
CORPUS
DEVELOPMENT
HYBRID LEARNING &
CONTINUOUS
IMPROVEMENT
MODEL CREATION
28

What customers want What they get What they should get
Answers to their problems Convoluted navigation Navigation that matches their mental model
The right products Search results that are difficult to filter Search that anticipates their needs
Options and meaningful choices Too many choices Products selectively presented
Help with their goal Endless phone menus Phone menus that match their need
Assistance with a task Call center reps without requisite
knowledge
Knowledgeable representatives that understand
them
Recommendations for a solution Confusing content Content correctly integrated into the user context
Expertise that they trust Marketing language that tries to sell them Credible knowledge bases that have their answers
Responses that move them forward Incomplete information Thorough, detailed answers
A “rewarding” experience Frustrating, disconnected interactions Consistent, seamless experience across channels
Convenience, speed, efficiency Impediments, lack of responsiveness Immediate answers, simple interactions
Ease of doing business High friction processes Low friction, minimal effort interactions
The Desired State of Customer Experience
29

Suggested Resources
30
Allstate’s ABIe project case study http://www.earley.com/knowledge/case-studies/allstate%E2%80%99s-intelligent-agent-reduces-call-center-
traffic-and-provides-help
Cognitive Computing Consortium http://www.cognitivecomputingconsortium.com/
Enterprise Search: 14 Industry Experts Predict the Future of Search http://www.docurated.com/enterprise-search/enterprise-search-14-
industry-experts-predict-future-search
Evaluating Enterprise Virtual Assistants
http://info.intelliresponse.com/rs/intelliresponse/images/Opus_EvaluatingEnterpriseVirtualAssistants_Jan2014%20(2).pdf
Characteristics of Highly Effective Enterprise Virtual Assistants http://www.slideshare.net/intelligentfactors/characteristics-of-highly-effective-
enterprise-virtual-assistants
The Knowledge Graph and Its Importance for Intelligent Assistance http://opusresearch.net/wordpress/2016/01/12/the-knowledge-graph-and-
its-importance-for-intelligent-assistance/
Making Intelligent Virtual Assistants a Reality http://info.earley.com/make-intelligent-virtual-assistant-reality-whitepaper
Cognitive Search – The Next Generation of Information Access http://www.earley.com/blog/cognitive-search-next-generation-information-
access
Earley Executive Roundtable - Training the Robots: Evolving Virtual Assistants and the Human Machine Partnership
http://info.earley.com/roundtable-virtual-assistant-human-machine-partnership
Earley Executive Roundtable Understanding virtual agents – what's needed to make them a reality? http://info.earley.com/roundtable-
intelligent-virtual-agents-reality
Vendor Landscape: Knowledge Management For Customer Engagement
https://www.forrester.com/report/Vendor+Landscape+Knowledge+Management+For+Customer+Engagement/-/E-RES119672

THANK YOU!
Dino Eliopulos
Managing Director
dino@earley.com
773-383-2359

Appendix

Today’s Agenda
8:30 – 8:40 Welcome and Topic Discussion
8:40 – 8:50 Exercise Set Up
• Exercise Review & Materials Orientation
• Gather work groups & define domains
• Individual assignments
8:50 – 9:10 Exercise – Round 1
• Wireframe data requirements
• AI / IA Poker (card game) round 1
9:10 – 9:25 Round 1 Checkpoint: First Observations
• Table read-outs
• Observations on what we learned together
33

Today’s Agenda
9:25 – 9:45 Continue Exercise – Round 2
• New wireframe data requirements and owners
• AI Bots
• AI /IA Poker round 2
9:45 – 10:00 Round 2 Checkpoint and Report
• Table read-outs
• Observations on what we learned together
10:00 – 10:15 Wrap-up
• Reflections – what did we learn together?
• Best practices to walk away with today
34

Table Kits
For Participants:
• Anatomy of a B2B Digital Experience eBook
• AI / IA Poker Card Decks (1/table)
• Wireframe Prints (only to be handed out at each round)
For Proctors:
• Proctor notes
• Extra table supplies
For Front of Room:
• Large printed wireframes
• Card Deck for Moderator
35

Proctor Notes for Round 2: Playing as “AI Bot”
Proctor plays as an AI Bot, sitting at the tables with the other team members and producing its post-its and identifying
its dependencies:
AI Bot is responsible for specific content areas on the site
• Related products
• Customers also viewed
• Reviews
• Chat Bot
AI Bot needs input to produce its content
• For “Related Products”, AI Bot needs product relationships, knowledge of processes, industries, shopper profile
info (e.g., preferences), purchase history, region, etc.
• For “Customers Also Viewed”, AI Bot needs browse history and any other constraints e.g., only show products that
are salable in region, sorting rules (e.g., based on margin?)
• For ”Reviews”, AI Bot needs product – review relationships and rules about what to show, as well as sorting rules
(e.g., best first, most recent first, most relevant first, etc.)
• For Chat-Bots, AI Bot needs a knowledge-base with product relationships, recommendations, phrases, use cases,
terminology, training data (e.g., prior chat logs, search history), dialog snippets, etc.
36

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