Marketing in the Cognitive Era - · PDF fileMarketing in the Cognitive Era 1 3/23/2017 ... CASE STUDY Opportunity ... biggest brand Knorr that is sold in 87 countries with a

Watson Customer Engagement

Marketing in the

Cognitive Era

3/23/2017 1

Przemek Sienkiewicz

Cloud & Cognitive Sales Leader


Try It:

www.thenorthface.com/xps

There has been a massive

change in how people

engage with brands.

2 3/23/2017


Structured and active Unstructured and dark

Data that‟s coming Data outside your firewall Data you possess

We need to embrace the data

that helps us understand and

serve our customers better.

3/23/2017 3


Natural Language

Cognitive Technologies

Evidence-based

Analytics

Hypothesis Generation

Learning

3/23/2017 4


Understand. Reason. Learn. Interact.

3/23/2017 5


Grow your brand

with confidence

How would your marketing

change if…

a cognitive system could help

you rapidly crack into a new

market segment?

6 3/23/2017


CASE STUDY

Opportunity Approach Results

Unilever updated it‟s

biggest brand Knorr that is

sold in 87 countries with a

global campaign that asks

whether flavor can help you

find love

Knorr created a Flavor

Profiler in partnership with

IBM that identifies your

flavor profile and serves up

recipes

Research among 12,000 people

in 12 countries, found that 78% of

people are more likely to be

attracted to someone who enjoys

the same flavors

Can Flavor Help You Find Love?

3/23/2017 7

Watson Customer Engagement 3/23/2017 ‹#›


CASE STUDY


3/23/2017 9


Try Watson

Personality Insights https://personality-insights-

livedemo.mybluemix.net/

3/23/2017 10


Optimize

Paid Media


change if…

a cognitive system could ingest

structured and unstructured data to

uncover the most meaningful

purchase triggers and use them to

execute targeted advertising?

3/23/2017 11

Watson Customer Engagement 3/23/2017 ‹#›


CASE STUDY


$27B: the estimated spend

on programmatic display

advertising globally in 2017.

IBM tested Watson on its

own display ad purchasing

to see if it would deliver

results.

The model, created in

conjunction with IBM

Research, ingests large

amounts of data to identify

optimization opportunities

such as time of day,

browser type, language

Watson reduced its cost per click

on average by 35%. At its best,

using Watson reduced the cost

per click for IBM by 71% when

compared to its previous buying

methods.

IBM Cognitive Bid Optimization

3/23/2017 13


Discover the

Opportunity in All Data


change if…

a cognitive system could ingest structured

and unstructured data to uncover the most

meaningful purchase triggers and use them

to develop unique insights into customer

feelings, motivations and behaviors?

3/23/2017 14


IBM Watson

Real-Time

Personalization

3/23/2017 15


Optimize

Customer Journeys


change if…

you had a way to automatically

identify the most important customer

journeys for each the pattern of

interactions?

3/23/2017 16


IBM Watson

Customer

Experience

Analytics

3/23/2017 17


Interact

Naturally


change if…

a cognitive system could see,

talk, hear, and interact with humans

in a natural way?

3/23/2017 18


CASE STUDY


Macy‟s was looking for a

way to empower customers

on site at

each Macy‟s location

IBM Watson and Satisfi

created a mobile

companion using Watson‟s

Natural Language Classifier

Now on pilot in 10 locations,

the mobile companion also

incorporates a Spanish language

feature via Watson Language

translation

“Macy‟s On-call” natural, mobile interaction on site

3/23/2017 19


CASE STUDY


Deliver a more

personalized online

shopping experience for the

North Face Fall/Winter

2015 outerwear selection

Construct a cognitive

application with partner

Fluid that let shoppers ask

Watson questions about

their travel plans and

apparel needs and receive

the appropriate outwear

recommendations

Shoppers averaged 2 minutes

with the platform and generated

a 60% click through rate to the

product recommendation. 80%

said they‟d use it again.

Your Digital Personal Shopper

Try It:

www.thenorthface.com/xps

3/23/2017 20


Gain Insight

and Take Action


change if…

you had a „cognitive‟ analyst watching

out for you and would send you

real-time predictions and updates

on performance metrics?

3/23/2017 21


IBM Marketing

Performance

Insights:

Smart Alerts

3/23/2017 22


Cognitive business.

3/23/2017 23

Watson Customer Engagement 3/23/2017 24

Make better real-time decisions with embedded

expertise and recommendations built into today‟s

popular marketing solutions

Be agile with an open approach providing real-

time data exchange with hundreds of partner

applications

Discover, prototype and run bespoke customer

and employee experiences with IBM Bluemix

Garage services

With Watson Marketing

as your partner, you can


Join our community of marketing leaders

Telco clients have increased cross sell

success rates to more than 40%

Leader In the Gartner

Quadrant for

Multichannel Campaign

Management for the

sixth year in a row

Banking clients have

generated 4x Revenue Retail clients have

increased offer

redemption and

customer click-thru

to 50%

Travel clients increased

revenue by 400% per

impression

3/23/2017 25


Screenshot

Watson Customer Engagement 3/23/2017 26


Przyłaczcie się… ibm.com/watson/marketing

3/23/2017 27

ibm.com\watson\marketing

Documents

Marketing in the Cognitive Era - · PDF fileMarketing in the Cognitive Era 1 3/23/2017 ... CASE STUDY Opportunity ... biggest brand Knorr that is sold in 87 countries with a