Live Experience & Artificial Intelligence: Creating More Personal Experiences With Big Data

LIVE EXPERIENCE ANDARTIFICIALINTELLIGENCE CREATING MORE PERSONAL EXPERIENCES THROUGH BIG (AND SMALL) DATA

Continue the conversation!(or have your robot do it for you)BEN GROSSMANDIGITAL STRATEGISTJACK MORTON WORLDWIDEe: ben_grossman@jackmorton.comm: + 1.617.752.1171t: @BenGrossmanw: www.ben-grossman.comRead our blog: blog.jackmorton.comFollow us on twitter: @JackMortonVisit us online: www.jackmorton.com

SMART TALKON ARTIFICIALINTELLIGENCE 1. DEFINING THE A.I. OPPORTUNITY 2. CREATING SMART EXPERIENCES 3. USING HUMAN JUDGMENT

ARTIFICIALINTELLIGENCETechnology that is able toperform tasks that normallyrequire human intelligence.Originally coined in 1955 byJohn McCarthy, a computer andcognitive scientist.

ARTIFICIALINTELLIGENCECOMMON USES:VISUAL PERCEPTIONSPEECH RECOGNITIONDECISION-MAKINGTRANSLATION OF LANGUAGE

“The major [artiﬁcial intelligence] obstacleis not the lack of machine capacity butour inability to write programs taking fulladvantage of what we have.” John McCarthy computer and cognitive scientist

So why are we still talkingARTIFICIALINTELLIGENCE over 50 years later?

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

BIG DATA (and even small data)TODAY, IT’S A COMPETITIVEADVANTAGE.TOMORROW, IT WILLBE A NECESSITY.

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

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

SO IN A WORLDWHERE CONSUMEREXPECTATIONS ARE WHEN YOURON THE RISE, BRAND ACTS, DOES IT ACT SMART?

OR DOES YOURBRAND (LIVE EXPERIENCE)LEAVE SOMETHINGTO BE DESIRED? OR DO YOU HAVE: ‣ NEW BUSINESS CHALLENGES? ‣ LACKLUSTER ATTENDANCE? ‣ ATTENDEE ABANDONMENT? ‣ JADED AUDIENCES? ‣ POOR ROI?

TRY PUTTING PEOPLE(AND THEIR DATA)AT THE CENTER OFYOUR EXPERIENCES.

HOW DO YOU COLLECTPARTICIPANT 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

READY FOR TACTICAL SUGGESTIONS?WE THINK OF LIVE EXPERIENCESIN TERMS OF THREE ATTENDEEMENTAL MODES: ➡ ENTICE ➡ ENGAGE ➡ EXTEND

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.

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.

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).

AN EXAMPLE OF A GREATCROWDSOURCED PROJECTTHAT CONTINUES THEMUSEUM EXPERIENCE WELLAFTER ATTENDEES HAVE LEFTTHE TATE MODERN.http://www.exquisiteforest.com/

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

BUT BEFORE YOUSWITCH A.I. ON, AFEW ‘WATCH OUTS’(THIS IS WHERE THE HUMAN JUDGEMENT COMES IN)

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.

USE YOURPOWERS FORGOOD.With great data comes greatresponsibility.If you just start turning people’sdata over to other marketerspeople will feel violated.

DEATH OFTHE A/B TEST.Averages aren’t always best.Optimizing brand experiencesisn’t about ﬁnding which optionworks better than the other.It’s about varying the options sothat there’s a unique brandexperience for everyone.

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?

Continue the conversation!(or have your robot do it for you)BEN GROSSMANDIGITAL STRATEGISTJACK MORTON WORLDWIDEe: ben_grossman@jackmorton.comm: + 1.617.752.1171t: @BenGrossmanw: www.ben-grossman.comRead our blog: blog.jackmorton.comFollow us on twitter: @JackMortonVisit us online: www.jackmorton.com

LIVE EXPERIENCE ANDARTIFICIALINTELLIGENCE CREATING MORE PERSONAL EXPERIENCES THROUGH BIG (AND SMALL) DATA

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Live Experience & Artificial Intelligence: Creating More Personal Experiences With Big Data

by Ben Grossman on Nov 14, 2012

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