Live events are a centrifuge of rich data. Yet only 11% of marketers use data when they make decisions about consumer experience. The rest of the time, they rely on their gut instinct. Few brands are leveraging the benefits of big (and small) data to optimize their events and live experiences to make them more personal. This presentation discusses the value of leveraging data-backed artificial intelligence informed by social media profiles, RFID, NFC, voice recognition and more.

1. LIVE EXPERIENCE
AND
ARTIFICIAL
INTELLIGENCE
CREATING MORE PERSONAL EXPERIENCES
THROUGH BIG (AND SMALL) DATA

2. Continue the conversation!
(or have your robot do it for you)
BEN GROSSMAN
DIGITAL STRATEGIST
JACK MORTON WORLDWIDE
e: ben_grossman@jackmorton.com
m: + 1.617.752.1171
t: @BenGrossman
w: www.ben-grossman.com
Read our blog: blog.jackmorton.com
Follow us on twitter: @JackMorton
Visit us online: www.jackmorton.com

3. SMART TALK
ON ARTIFICIAL
INTELLIGENCE
1. DEFINING THE
A.I. OPPORTUNITY
2. CREATING SMART
EXPERIENCES
3. USING HUMAN
JUDGMENT

4. SMART TALK
ON ARTIFICIAL
INTELLIGENCE
1. DEFINING THE
A.I. OPPORTUNITY
2. CREATING SMART
EXPERIENCES
3. USING HUMAN
JUDGMENT

5. ARTIFICIAL
INTELLIGENCE
Technology that is able to
perform tasks that normally
require human intelligence.
Originally coined in 1955 by
John McCarthy, a computer and
cognitive scientist.

6. ARTIFICIAL
INTELLIGENCE
COMMON USES:
VISUAL PERCEPTION
SPEECH RECOGNITION
DECISION-MAKING
TRANSLATION OF LANGUAGE

7. “
The major [artificial intelligence] obstacle
is not the lack of machine capacity but
our inability to write programs taking full
advantage of what we have.”
John McCarthy
computer and cognitive scientist

8. So why are we still talking
ARTIFICIAL
INTELLIGENCE over 50 years later?

9. BIG DATA (and even small data)
VOLUME HAS EXPLODED.
Companies store over 235 terabytes of data—more
data than is contained in the US Library of Congress.
MOST GOES UNUSED.
Only 11% of marketers’ decisions
are made using data. The rest?
Made from the gut (aka “intuition”).
Sources: McKinsey Global Institute, In 15/17 US economy sectors in companies with 1,000 employees or more
CEB study of nearly 800 marketers at Fortune 1000 companies on customer-related decisions

10. BIG DATA (and even small data)
TODAY, IT’S A COMPETITIVE
ADVANTAGE.
TOMORROW, IT WILL
BE A NECESSITY.

11. SMART TALK
ON ARTIFICIAL
INTELLIGENCE
1. DEFINING THE
A.I. OPPORTUNITY
2. CREATING SMART
EXPERIENCES
3. USING HUMAN
JUDGMENT

12. AS A GLOBAL BRAND EXPERIENCE AGENCY,
WE THINK ABOUT BRANDS
A LITTLE DIFFERENTLY.

13. TO US,
BRANDS ARE VERBS,
NOT NOUNS.
WHICH MEANS THEY
TAKE ACTION
CONSTANTLY.

14. SO IN A WORLD
WHERE CONSUMER
EXPECTATIONS ARE
WHEN YOUR
ON THE RISE, BRAND ACTS,
DOES IT
ACT SMART?

15. OR DOES YOUR
BRAND (LIVE EXPERIENCE)
LEAVE SOMETHING
TO BE DESIRED?
OR DO YOU HAVE:
‣ NEW BUSINESS CHALLENGES?
‣ LACKLUSTER ATTENDANCE?
‣ ATTENDEE ABANDONMENT?
‣ JADED AUDIENCES?
‣ POOR ROI?

16. TRY PUTTING PEOPLE
(AND THEIR DATA)
AT THE CENTER OF
YOUR EXPERIENCES.

17. HOW DO YOU COLLECT
PARTICIPANT DATA?
WHATEVER IS MOST NATURAL:
‣ Basic Registration: Online, Tablets, Mobile
‣ Cookie-Based Internet Activity Tracking
‣ Social Media Authentication
‣ Social Media Monitoring/APIs
‣ Near Field Communication (NFC)
‣ Radio Frequency Identification (RFID)
‣ Mobile Applications & Websites
‣ Existing Databases (Historic Records)
‣ Business Cards

18. READY FOR TACTICAL SUGGESTIONS?
WE THINK OF LIVE EXPERIENCES
IN TERMS OF THREE ATTENDEE
MENTAL MODES:
➡ ENTICE
➡ ENGAGE
➡ EXTEND

19. ENTICE ‣ Tailored Invites: Use historic or
website browsing data to determine
which information to highlight in
invitations to the experience.
‣ Socially Targeted Ads: Birds of a
feather flock together and people often
attend live experiences with other people
they know. Target ads to potential
attendees based on who has already
RSVPed.
‣ Dynamically Generated Tease
Materials: Offer potential attendees a
customized justification letter to their
boss, schedule of experiences or VIP
experience based on what you already
know about them.

20. ENGAGE
‣ Facial Recognition Check-In:
Leverage photos from attendees social
media sites to automate the check-in
process using facial recognition.
‣ Real-time Speech Transcription:
Any time a presenter is speaking, use a
real-time transcription platform to
generate a live word cloud or data
visualization for audiences at the event
live or viewing from afar.
‣ Pre-matched Networking: Do
away with awkward cocktail and dining
networking sessions and deliver real
value (and fun) to attendees by matching
them up using data from their social
media profiles.

21. EXTEND
‣ Lubricate Social Sharing: Allow
users to seamlessly share personalized
experiences and content using RFID or
NFC while at the live experience.
‣ Follow-Up Meet-Ups: Use data
about shared interest, behavior at the
live experience and what participants
value to schedule small, follow-up meet-
ups in niche groups.
‣ Start A Crowdsourced Project:
Allow attendees at the live experience to
contribute to an exquisite corpse style
project that continues after the
experience (and perhaps is showcased at
a future one).

22. AN EXAMPLE OF A GREAT
CROWDSOURCED PROJECT
THAT CONTINUES THE
MUSEUM EXPERIENCE WELL
AFTER ATTENDEES HAVE LEFT
THE TATE MODERN.
http://www.exquisiteforest.com/

23. BUT THOSE ARE JUST A FEW BASIC SUGGESTIONS.
WHERE WILL YOUR DATA AND
BUSINESS CHALLENGES TAKE YOU?
➡ ENTICE
➡ ENGAGE
➡ EXTEND

24. SMART TALK
ON ARTIFICIAL
INTELLIGENCE
1. DEFINING THE
A.I. OPPORTUNITY
2. CREATING SMART
EXPERIENCES
3. USING HUMAN
JUDGMENT

25. BUT BEFORE YOU
SWITCH A.I. ON, A
FEW ‘WATCH OUTS’
(THIS IS WHERE THE HUMAN JUDGEMENT COMES IN)

26. CREEP FACTOR
Using your data right
means using it in a way that
consumers find genuinely
helpful (perhaps even
delightful!).
Use it in a way they find
creepy and they’ll be
running in the other
direction.

27. USE YOUR
POWERS FOR
GOOD.
With great data comes great
responsibility.
If you just start turning people’s
data over to other marketers
people will feel violated.

28. DEATH OF
THE A/B TEST.
Averages aren’t always best.
Optimizing brand experiences
isn’t about finding which option
works better than the other.
It’s about varying the options so
that there’s a unique brand
experience for everyone.

29. WE But it’s only as good as the people,
data and thought behind it.
At Jack Morton, we use a proprietary
Brand Experience Optimization model
that was developed in partnership with
the University of Michigan’s Center for
Statistical Consulting and Research.
A.I.
What will you do to maintain quality?

30. SMART TALK
ON ARTIFICIAL
INTELLIGENCE
1. DEFINING THE
A.I. OPPORTUNITY
2. CREATING SMART
EXPERIENCES
3. USING HUMAN
JUDGMENT

31. Continue the conversation!
(or have your robot do it for you)
BEN GROSSMAN
DIGITAL STRATEGIST
JACK MORTON WORLDWIDE
e: ben_grossman@jackmorton.com
m: + 1.617.752.1171
t: @BenGrossman
w: www.ben-grossman.com
Read our blog: blog.jackmorton.com
Follow us on twitter: @JackMorton
Visit us online: www.jackmorton.com

32. LIVE EXPERIENCE
AND
ARTIFICIAL
INTELLIGENCE
CREATING MORE PERSONAL EXPERIENCES
THROUGH BIG (AND SMALL) DATA