Post on 09-Jan-2017
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
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