Personalizing Your Approach: Use Watson and improve your Data to Deliver Custom Communications Georgia Berardi @georgiaberardi

TheRelationship

JourneyStarts

-93pagesoftips-Insidesourcesand-videohowto’sandmore!

GetyourfreeRVResourceGuide:

Name:

Email:

WeneversellorrentyournamePrivacyPolicy

GetyourFreePDFGuide

Thenwhatdoyoudo?

IntenseFocus:ThedetailsThefinerpointsofcreativeexecutionContinuingthe‘productpush’

Clientshavealotofpower!!Ignoreyou

Unsubscribeyou!

7

500,000subscribersX4broadcastemailsperweek>(200+emailsannually)X0.25%unsubscriberate=1250lostperemail1250X200emails=250,000lostsubscribers

50%ofyourdatabase=gone

OUCH!

8 © 2015 IBM 8

A personal photo

The power of IBM Watson xperimentwithasmallchunkofyourdatabase.DoA/Btests.Startlearning

Sistemas Cognitivos

Raciocínio

Eles raciocinam. Eles entendem ideias e conceitos subjacentes. Eles formam hipóteses. Eles inferem e extraem conceitos.

Learning

Eles nunca param de aprender, evoluindo após cada peça de informação, interação Eles desenvolvem "expertise".

Compreensão

Sistemas cognitivos entendem como humanos, de várias diferentes formas.

Dados, informação e expertise criam a fundação dos sistemas cognitivos

Alguns exemplos: Relatórios de Analistas de Mercado Tweets Textos E-mails Jornais Blogs Wikis Imagens Vídeos Documentos de qualquer tipo Transcrições de escuta Relatórios forenses Decisões Judiciais Bancos de dados de crimes Base de dados de veículos roubados Dados de pessoas desaparecidas

Sistemas Cognitivos

Humanos Sistemas cognitivos

Sistemas Cognitivos

Senso comum Moral Imaginação Compaixão Abstração Dilemas Sonhos Generalização

Padrões Identificação

Conhecimento de localização Linguagem Natural ”Machine learning”

Sem preconceito Capacidade sem fim

Linguagem natural OWatsonpodelereentenderalinguagemnatural,muitoimportanteparaanalisarosdadosnãoestruturadosquecompõem80%dosdadosutilizadoshoje.

Geração de hipóteses QuandoéfeitaumaperguntaparaoWatson,elesebaseianageraçãoeavaliaçãodehipótesesparaanalisarrapidamenteasprovaspertinenteseavaliarasrespostasapartirdedadosdíspares.

Aprendizagem dinâmica Comousorepetido,oWatsonliteralmenteficamaisinteligentegraçasaofeedbackeacompanhamentodosusuáriosecontinuaadquirindoconhecimentostantocomossucessoscomocomosfracassos.

OWatson,daIBM,éomaiorexemplodeSistemaCognitivo.Eleécapazdeanalisarquantidadesincontáveisdedadoseoferecersoluçõesesugestõesparaproblemascomplexos.

Watson and Marketing

AMultipurposeDigitalToolkitforMarketers

CentralizedDatabaseAlerts&Routing

SMS

Automation

EmailSegmentation

LandingPages

Webforms

Integrations

Reporting

Personalization

SocialConnect

Scoring

BehavioralMarketingUniversalBehaviors

Youmustcapturetheemailaddresstobeginthecustomerjourney

Pulloutthegoodaddresses-70%ofyourlistmaybecrap

UnderstandingaWholeNewApproachwithaPersonalizedCustomer

Experience

Analytics DW

Email Website Data Warehouse/ Inventory

Content/ Offers

BreakdowntheEmergingSilos

Email

Website

Analytics Data

Content

WorkAcrosstheOrganization

Transform The

Customer Experience

IT

Support

Product

Finance

Let’swalkthroughanexample

TheCommonApproach

Batch&Blast

Trade in your VOLVO

between now and the

end of June 30, 2016

and get a free

accessory!

Let’sbuildaMasterDatabase

BobcatA770

Clark340

EquipmentOwned Persona Show

VisitsAgeofEquip

LastDealerVisit

LocalRoadsConstructor

Developer

Warehouser

33JooKoonCir,

Singapore629111

50TuasAvenue11,#02-13,

Singapore639107

249Alexandra

Rd,Singapore159935

33JooKoonCir,

Singapore629111

6/1/2005

3Years

1Years

2Years

ThericheryourMasterDatabasethemorepowerful,relevantandpersonalyou’llbe.

CareySmila62HillSt,Singapore179367

ShawnHerson

25BoonLayDr,Singapore

649922

SheilaVik2874AngMoKioAve9,Singapore569783

SteveJensen260UpperBukitTimahRd.Singapore

588190

HOAMaintainer

9/5/2012

6/1/2014

2/1/2015

10Years

Kubota8000

JdeereHauler230

BuyerPersona.comBuyerPersona.com

Don’t have a rich database?

ExplicitProfiling:AddIntelligencetoyourDatabase

UsingWebformsToCapture

Data

UseProgressiveProfilingToask

Afewfieldsatatime

Takeiteasy…ProgressiveProfiling

43%Abandon 20%Abandon

Designing Engineering Efficiency

ImplicitProfiling:AddIntelligencetoyour

Database

Button=IMCLandingPage!

EngineeringSolutionsInc.ProvidesSolutionsfor:

GetThroughputAssessment

HiddenFieldsStore

PersonaType&More

Designing Engineering Efficiency

EngineeringSolutionsInc.ProvidesSolutionsfor:

Trackitallandstoreit

NextCapture&AppendBehaviors

WebsiteEmailFile

WebsiteVisits

Video’swatched

EmailBehavior

Webform/Landing

PageVisits

WebPageVisits

PDFsDownloaded

Off-lineBehavior

CustomBehavior

EmailBehavior

WebSite

VideoBehavior

Workwiththebestsforyourcampaing!!!

Experimentwithasmallchunkofyourdatabase.DoA/Btests,ex..Startlearning

Off-lineBehavior

CustomBehavior

EmailBehavior

WebBehavior

VideoBehavior Behaviorssignal

yourcustomerismovingforward

Likelymorethan50differentbehaviors…

nopurchase

purchased

attendedwebinar

downloadedwhitepaper

usedrewardspoints

requestedademo

browseabandoned

contactedsalesrep

largepu

rcha

se

crea

tedtrialaccou

nt

adde

dtowishlist

laps

edcustomer

visitedwebsiteregistered

calledcallcenterdownloadedwhitepaperrespondedtopromotionaltext

returnedaproductclickedemail

visitedstore

re-purch

ased

customeradv

ocate

freemiumuser

signedupfortextalertsaddedtoshoppingcart

usedmobileappbrowsedwebsite

opted

-inre-purch

ased

registered

Whichbehaviors

mattermosttoyou?

CurrentInventory

ProductsOwned

ProductCatalog

BuildoutyourRelationalTables

OtherCompanyDataExternalData

5dayWeatherForecast

RepAssigned

WebsiteVisits

Video’swatched

EmailBehavior

Webform/Landing

PageVisits

WebPageVisits

PDFsDownloaded

Theemailtemplatehasbecomeaskeletalframework..

weaddtherestofthe‘body’atsendtime…

basedonvaluesinthedatabase

TheAutomatedProgramsWaitsforRuleMatchesMessageSent

on5/23/14

MessageSent

on4/15/14

MessageSent

on6/21/14

•  Programsactively‘listens’forrulematchbasedonbehaviorsanddatavalues.

•  Onlywhenthereisamatchistheemailsent

DatabaseSize45,000;numberofemailssentin90days=300!SetitandForgetit!Staffisfreetoworkonotherprojects!

Automationgivesyou

scale

HelpingB2BSalesFocusonHotLeads

Recap:7areastoMakeMassiveActionHappen:1.  ImproveyourdatabaseandusetheWatsoninyourfavor2.  GettheWholeTeamonBoard3.  ItstartswithagreatEmailMagnet4.  BuildaPhenomenalDatabase–InventoryExisting5.  BuildaRichRules-BasedAutomatedCommunicationEngine6.  CloseTheLoop:‘DidyouBuy’7.  TakeBIGActionontheBIGpicture

ThankYou

GeorgiaBerardi@georgiaberardi