IBM Watson Personality insights

1. IBM Watson
Personality Insights
Leveraging cognitive computing and social
media data to generate customer insights

2. What is IBM Watson Personality
Insights?

3. 3
Access the service on Watson developer Cloud at:
http://www.ibm.com/smarterplanet/us/en/ibmwatson/developercloud/personality-insights.html
Personality Insights is available on IBM Watson Developer Cloud

4. Big 5
Values Needs
Emotion
Style
Attitude
Personality
Portrait
Social Media
Linguistic
Analytics
Engagement
Recommendation
Personality Insights Takes Social Media Input Performing Linguistic
Analysis To Develop A Personality Portrait

5. How Does It Work?

6. Use Cases
6

7. Making Hyper-Personalized Offers
Three options for creative marketing campaign
Needs
Personality
Value
Network
Time
Multi-Dimensional Customer Insight
Very motivated for
self enhancement
Efficient, organized.
and conservative.Excitement and
desires self-expression
Network makeup
for receiving similar
offers
Timing for making
contact
Content determined by intrinsic preferences: “dress
for success” (self enhancement) “high-quality” (ideals)
- “10% off when bring your friends (social ties)” -
PI derived
X X
7

8. Customer Stories

9. Personalized Offers – Coupon Redemption
Big USA Retailer evaluates coupon redemption hypothesis based on PI
Need
Customers are increasingly
bombarded with offers from all
competitors making them less
and less likely to respond unless
the marketing matches their
needs exactly
Solution
Understand clients’
personality characteristics,
values, & needs; ensure
communication is relevant &
distinguished from all other
competitors’ advertisements
Benefits
• Improved coupon redemption
rate for loyal customers by
200% ( 2 month data)
• Improved coupon redemption
by 33% for infrequent
customers

10. Influence Customer Behavior
The need
• Efficient planning & executing of
promotional activity, inventory builds,
demand forecasts
• Quickly determine the best action when the
promotion doesn’t run as planned
Big USA Retailers & big US Financial Institution explore new way of
running marketing campaigns
The solution
Build promotional traffic
drivers that are enriched
with characteristics from
peoples personality, values,
and needs.
The benefits
• Improved sales
• Reduced Inventory and markdowns
• Higher customer satisfaction
• Increased marketing effectiveness
• High client acquisitions and retention