Aspiration VS. Reality - The Promise and Practice of AI for Personalization - Dino Eliopulos

1. Workshop: Aspiration vs Reality – The Promise and Practice of AI for Personalization Mapping enabling processes, content & data to improve efficiencies today while paving the way for AI-driven personalization tomorrow

2. Copyright © 2018 Earley Information Science, Inc. All Rights Reserved. 2 We make information findable, useable and valuable. Our proven methodologies are designed specifically to address product data, content assets, customer data, and corporate knowledge bases. We deliver scalable governance-driven solutions to the world’s leading brands, driving measurable business results. WE ORGANIZE DATA AND CONTENT TO DRIVE MEASURABLE BUSINESS IMPACT.@EarleyInfoSci

3. Copyright © 2018 Earley Information Science, Inc. All Rights Reserved. What customers really want… • Answers to their problems • The right product • Options and meaningful choices • Help with their goal • Assistance with a task • Recommendations for a solution • Expertise that they trust • Responses that move them forward • A “rewarding” experience • Convenience, speed, efficiency • Ease of doing business 3

4. Copyright © 2018 Earley Information Science, Inc. All Rights Reserved. 4 What they actually get… • Convoluted navigation • Search results that are difficult to filter • Too many choices • Endless phone menus • Call center reps without requisite knowledge • Confusing content • Marketing language that tries to sell them • Incomplete information • Frustrating, disconnected interactions • Impediments, lack of responsiveness • High friction processes 4

5. Copyright © 2018 Earley Information Science, Inc. All Rights Reserved. Think Bigger: Customer Journeys It is hard work seeing the connected journey from any one point! business data flow product engagement lifecycle product information lifecycle content lifecycle CUSTOMER JOURNEYS 5

6. Copyright © 2018 Earley Information Science, Inc. All Rights Reserved. Data for machine learning and statistical models Enriched data and decisioning criteria to guide personalized customer experiences (i.e. search, merchandizing, etc.) 6 Knowledge Content • Portion of revenue from high value customers • Time between purchases Sales analysis • High value customers • One time buyers • Lapsed customers (retargeting) • Tasks, solutions, interests Customer Profiles • Keyword searches and subsequent behaviors (conversions vs abandonment) Web Behaviors • Hi value product bundles, product bundles • Segment and product bundle relationships Product Data • Organizing principles and related content Competitors / Suppliers PRODUCT DATA ENHANCEMENT DATA MINING DATA SOURCES EXISTING ECOMMERCE PLATFORM + Data & Pattern Analysis Statistical Modeling Machine Learning EXPLANATION-BASED RECOMMENDATIONS

7. Copyright © 2018 Earley Information Science, Inc. All Rights Reserved. Your Objectives: What would you like to accomplish? What will make this a 10? (Take a minute to call out your goals for this session)

12. Copyright © 2018 Earley Information Science, Inc. All Rights Reserved. Wireframe: Search Results Filter Results Category Brand Price RoHS Compliance Horsepower Brushless DC motorProducts Services Find a Store BizCo 413 results found | brushless DC motor Compare __________ ( XXX) __________ ( XX) __________ ( XX) __________ ( X) _______ ( XXX) _______ ( XX) _______ ( XX) _______ ( X) $__ - $__ ( X) $__ - $__ ( XX) $__ - $__ ( XX) $__ - $__ ( X) Yes ( XXX) No ( XX) 1/ 2 HP ( XX) 1 HP ( XX) 2 HP ( XX) 5 HP ( XX) Hello John My Cart (0) Orders Log Out Sort by: Relevance More … Go Br and Name: ________________ Pr oduct Name: ______________ I t em Number : _______________ Mf r . Par t Number : __________ Shor t Descr i pt i on: _________ ____________________________ ____________________________ ____________________________ Cat egor y: __________________ Rel at ed Pr oduct s: __________ Zoom Compare Pr i ce: $___. __ / each I n st ock Qty: 1 Buy + Add to cart Expected to arrive: Wed. August 15 Datasheet: Drawing: Manual: Catalog page #: __ Br and Name: ________________ Pr oduct Name: ______________ I t em Number : _______________ Mf r . Par t Number : __________ Shor t Descr i pt i on: _________ ____________________________ ____________________________ ____________________________ Cat egor y: __________________ Rel at ed Pr oduct s: __________ Zoom Compare Pr i ce: $___. __ / each I n st ock Qty: 1 Buy + Add to cart Expected to arrive: Wed. August 15 Datasheet: Drawing: Manual: Catalog page #: __ Br and Name: ________________ Pr oduct Name: ______________ I t em Number : _______________ Mf r . Par t Number : __________ Shor t Descr i pt i on: _________ ____________________________ ____________________________ Zoom Pr i ce: $___. __ / each I n st ock Qty: 1 Buy + Add to cart Expected to arrive: Wed. August 15 Datasheet: Price RoHS Compliance Horsepower $__ - $__ ( X) $__ - $__ ( XX) $__ - $__ ( XX) $__ - $__ ( X) Yes ( XXX) No ( XX) 1/ 2 HP ( XX) 1 HP ( XX) 2 HP ( XX) 5 HP ( XX) More … Cat egor y: __________________ Rel at ed Pr oduct s: __________Compare Catalog page #: __ Br and Name: ________________ Pr oduct Name: ______________ I t em Number : _______________ Mf r . Par t Number : __________ Shor t Descr i pt i on: _________ ____________________________ ____________________________ ____________________________ Cat egor y: __________________ Rel at ed Pr oduct s: __________ Zoom Compare Pr i ce: $___. __ / each I n st ock Qty: 1 Buy + Add to cart Expected to arrive: Wed. August 15 Datasheet: Drawing: Manual: Catalog page #: __ Br and Name: ________________ Pr oduct Name: ______________ I t em Number : _______________ Mf r . Par t Number : __________ Shor t Descr i pt i on: _________ ____________________________ ____________________________ ____________________________ Cat egor y: __________________ Rel at ed Pr oduct s: __________ Zoom Compare Pr i ce: $___. __ / each I n st ock Qty: 1 Buy + Add to cart Expected to arrive: Wed. August 15 Datasheet: Drawing: Manual: Catalog page #: __ Br and Name: ________________ Pr oduct Name: ______________ I t em Number : _______________ Mf r . Par t Number : __________ Shor t Descr i pt i on: _________ ____________________________ ____________________________ ____________________________ Cat egor y: __________________ Rel at ed Pr oduct s: __________ Zoom Compare Pr i ce: $___. __ / each I n st ock Qty: 1 Buy + Add to cart Expected to arrive: Wed. August 15 Datasheet: Drawing: Manual: Catalog page #: __ Br and Name: ________________ Pr oduct Name: ______________ I t em Number : _______________ Mf r . Par t Number : __________ Shor t Descr i pt i on: _________ ____________________________ Zoom Pr i ce: $___. __ / each I n st ock Qty: 1 Buy + Add to cart Expected to arrive: Wed. August 15 Datasheet: 12

13. Copyright © 2018 Earley Information Science, Inc. All Rights Reserved. Brushless DC motorProducts Services Find a Store BizCo Motors > DC Motors > Brushless DC Motors Hello John My Cart (0) Orders Log Out Go Pr oduct Name: ______________________________ Br and Name: ______________ 98 cust omer r evi ews | 83 answer ed quest i ons Zoom Pr i ce: $___. __ / each Qty: 1 Buy + Add to cart Specifications Datasheet: Drawing: Manual: Catalog page #: __I t em Number : _______________ Mf r . Par t Number : __________ Shi ppi ng Wei ght : ___________ Count r y of Or i gi n: _________ I n st ock Check avai l abi l i t y i n your ar ea ZI P Code: 90210 Find Item _____________________________ Motor Application _____________________________ Motor Sub-Application _____________________________ Motor Design _____________________________ Motor Design Enclosure _____________________________ HP _____________________________ Nameplate RPM _____________________________ RPM Range _____________________________ Bearings _____________________________ Service Factor _____________________________ Ambient Temperature _____________________________ Frame Material _____________________________ Overall Length _____________________________ Length Less Shaft _____________________________ Motor Shaft Design _____________________________ RoHS Compliance _____________________________ Related Products Pr oduct Name: ______ I t em Number : _______ Br and Name: ________ Pr i ce: $___. __ / each 1 Buy Pr oduct Name: ______ I t em Number : _______ Br and Name: ________ Pr i ce: $___. __ / each 1 Buy Pr oduct Name: ______ I t em Number : _______ Long Descr i pt i on: __________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ _________________________________________________ • ________________ • ________________ • ________________ See an er r or ? Pr i nt t hi s page Shar e Specifications Drawing: Manual: Shi ppi ng Wei ght : ___________ Count r y of Or i gi n: _________ Item _____________________________ Motor Application _____________________________ Motor Sub-Application _____________________________ Motor Design _____________________________ Motor Design Enclosure _____________________________ HP _____________________________ Nameplate RPM _____________________________ RPM Range _____________________________ Bearings _____________________________ Service Factor _____________________________ Ambient Temperature _____________________________ Frame Material _____________________________ Overall Length _____________________________ Length Less Shaft _____________________________ Motor Shaft Design _____________________________ RoHS Compliance _____________________________ Customers Also Viewed Pr oduct Name: ______ I t em Number : _______ Br and Name: ________ Pr i ce: $___. __ / each Pr oduct Name: ______ I t em Number : _______ Br and Name: ________ Pr i ce: $___. __ / each Pr oduct Name: ______ I t em Number : _______ Br and Name: ________ Pr i ce: $___. __ / each Pr oduct Name: ______ I t em Number : _______ Br and Name: ________ Pr i ce: $___. __ / each 1 Buy Pr oduct Name: ______ I t em Number : _______ Br and Name: ________ Pr i ce: $___. __ / each 1 Buy Pr oduct Name: ______ I t em Number : _______ Br and Name: ________ Pr i ce: $___. __ / each 1 Buy Long Descr i pt i on: __________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ _________________________________________________ • ________________ • ________________ • ________________ Reviews Cust omer : _______________ Dat e: ____________ Revi ew Text : __________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ _________________________________________________ Helpful Not Helpful Cust omer : _______________ Dat e: ____________ Revi ew Text : __________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ _________________________________________________ | Chat This motor is great for motion control! < < Hi Amanda Wireframe: Product Detail Page 13

14. Copyright © 2018 Earley Information Science, Inc. All Rights Reserved. Domain Data Required For Contextual Experience PRODUCT DOMAIN How your product data is initially captured and organized changes how your e-customers can search and interact with your website MARKETING & SUPPORT DOMAIN Marketing takes raw product details and combines with customer insights to decide how to present products to your customers online CONTENT DOMAIN Designing great product content for e- commerce takes alignment – with Product, Marketing and other areas of your company 14

16. Copyright © 2018 Earley Information Science, Inc. All Rights Reserved. Goals of Exercises • Simulate complex content and data ecosystem required to drive a B2B digital / commerce experience • Give participants a new appreciation for the complexity and criticality of the upstream collaborative content processes • Point out the need for an information architecture to drive data harmonization • Demonstrate the link between good data and great user experience • Demonstrate the link between Information Architecture and AI • Identify the limits to automation and areas of opportunity for AI driven efficiency • Have FUN! 16

17. Copyright © 2018 Earley Information Science, Inc. All Rights Reserved. Round 1: Roles and Data! • Deal the cards (roles, then data) • Call out what you have • Determine who should own what data • Trade cards until you reach agreement • Create discard pile: • Data you can’t reach agreement on • Data who nobody owns • Roles that are not relevant • Capture observations on worksheet page 1 Make sure the product search results page gets all the data it needs! AI / IA Poker: Rules for Game 17

18. Copyright © 2018 Earley Information Science, Inc. All Rights Reserved. Information Dependencies Role Primary Ownership Other Stakeholders Dependencies (Downstream or upstream) Governance Implications Comments Engineering Specifications Marketing Content operations Product data operations Content lifecycle metrics Requires subject matter experts Troubleshooting guides Support Customer feedback Need feedback from customer service org … … … … … Product Development Specifications Engineering Content operations Product data operations Need to resolve conflicting ownership … … … … … Fill in as much of the worksheet as you can 18

20. Copyright © 2018 Earley Information Science, Inc. All Rights Reserved. • What is interesting about this exercise? • Are we missing anything? • Was ownership clear? • What conflicts arose? • What upstream and downstream processes were most significant? Observations 20

22. Copyright © 2018 Earley Information Science, Inc. All Rights Reserved. Round 2: Feed The Bot! • Put the Wild Card (The Bot) in the middle of the table • Place data cards needed by the bot under each function: • Related Products • Customer Also Viewed • Customer Reviews • Support chatbot • Other applications for ML/AI (you decide) • Players draw data cards from their hands, or from the discard pile to “feed the bot” • To reuse data or for new data sources, use post it notes • Capture observations on worksheet page 2 AI / IA Poker: Rules for Game 22

23. Copyright © 2018 Earley Information Science, Inc. All Rights Reserved. Automation Dependencies Functionality Role of AI/ML/Bot Required Data Automation Implications Comments Related Products Build solution clusters Product data, specifications, engineering knowledge of solutions Need to translate expertise into solutions Need mining of documentation to develop product clusters Replacement parts Product data, specifications, availability, catalogue/cross reference Engineering team has to standardize structure that can be mined by automated approaches Balance between rules-based approaches and patterns that can be automated … … … … Reviews Determining which reviews to show and in what order User generated content, social media content, reviews What are sorting rules? Weight of sentiment, product lifecycle, credibility, relevance to user requirements What and why to show, flagging for manual review … … … … … … Fill in as much of the worksheet as you can 23

25. Copyright © 2018 Earley Information Science, Inc. All Rights Reserved. • What was interesting about this exercise? • Were you able to identify other opportunities for automation? • What data was most important for automation? • Was additional information was needed? Observations 25

27. Copyright © 2018 Earley Information Science, Inc. All Rights Reserved. Always remember – “There is no AI without IA” • It’s only AI if we don’t know how it works • Simplicity is hidden complexity • Clean data is the price of admission • Identify user journeys, data sources and data owners • Define governance, curation, and scalable processes 27

28. Copyright © 2018 Earley Information Science, Inc. All Rights Reserved.Copyright © 2018 Earley Information ScienceCopyright © 2018 Earley Information Science AI and IA in an Integrated Full Lifecycle • Content type and variable definitions • Classification schema design • Feature engineering • Vocabulary development • Associative relationship mapping • Deconstruction and componentization of FAQ’s, troubleshooting guides, reference materials, e-learning modules, etc. • Content refactoring and component tagging • Integration of component models with user experience • Crowdsourcing of phrase variations for intent triggers (utterances) • Classification of intent using customer issue and query data • Entity extraction training and tuning • Escalation and handoff model • Feedback workflow design: utterance, intent and knowledge • Success metric design • Governance and accountability model • Speech to text conversion • Text mining/ analytics on call logs / support content • Search analytics • User journey mapping • Scenarios and use cases • Identification of repeatable, unambiguous processes • Deconstruction of user journeys into dialogue components • Precoordinated intent design • Disambiguation models • Intent entity extraction • dialogue context tagging model PROCESS ANALYSIS DIALOGUE DESIGN & INTENT CLASSIFICATION CONTENT ANALYSIS, DOMAIN MODELING & ONTOLOGY DESIGN COMPONENTIZATION OF KNOWLEDGE CONTENT TRAINING DATA CORPUS DEVELOPMENT HYBRID LEARNING & CONTINUOUS IMPROVEMENT MODEL CREATION 28

29. Copyright © 2018 Earley Information Science, Inc. All Rights Reserved. What customers want What they get What they should get Answers to their problems Convoluted navigation Navigation that matches their mental model The right products Search results that are difficult to filter Search that anticipates their needs Options and meaningful choices Too many choices Products selectively presented Help with their goal Endless phone menus Phone menus that match their need Assistance with a task Call center reps without requisite knowledge Knowledgeable representatives that understand them Recommendations for a solution Confusing content Content correctly integrated into the user context Expertise that they trust Marketing language that tries to sell them Credible knowledge bases that have their answers Responses that move them forward Incomplete information Thorough, detailed answers A “rewarding” experience Frustrating, disconnected interactions Consistent, seamless experience across channels Convenience, speed, efficiency Impediments, lack of responsiveness Immediate answers, simple interactions Ease of doing business High friction processes Low friction, minimal effort interactions The Desired State of Customer Experience 29

30. Copyright © 2018 Earley Information Science, Inc. All Rights Reserved. Suggested Resources 30 Allstate’s ABIe project case study http://www.earley.com/knowledge/case-studies/allstate%E2%80%99s-intelligent-agent-reduces-call-center- traffic-and-provides-help Cognitive Computing Consortium http://www.cognitivecomputingconsortium.com/ Enterprise Search: 14 Industry Experts Predict the Future of Search http://www.docurated.com/enterprise-search/enterprise-search-14- industry-experts-predict-future-search Evaluating Enterprise Virtual Assistants http://info.intelliresponse.com/rs/intelliresponse/images/Opus_EvaluatingEnterpriseVirtualAssistants_Jan2014%20(2).pdf Characteristics of Highly Effective Enterprise Virtual Assistants http://www.slideshare.net/intelligentfactors/characteristics-of-highly-effective- enterprise-virtual-assistants The Knowledge Graph and Its Importance for Intelligent Assistance http://opusresearch.net/wordpress/2016/01/12/the-knowledge-graph-and- its-importance-for-intelligent-assistance/ Making Intelligent Virtual Assistants a Reality http://info.earley.com/make-intelligent-virtual-assistant-reality-whitepaper Cognitive Search – The Next Generation of Information Access http://www.earley.com/blog/cognitive-search-next-generation-information- access Earley Executive Roundtable - Training the Robots: Evolving Virtual Assistants and the Human Machine Partnership http://info.earley.com/roundtable-virtual-assistant-human-machine-partnership Earley Executive Roundtable Understanding virtual agents – what's needed to make them a reality? http://info.earley.com/roundtable- intelligent-virtual-agents-reality Vendor Landscape: Knowledge Management For Customer Engagement https://www.forrester.com/report/Vendor+Landscape+Knowledge+Management+For+Customer+Engagement/-/E-RES119672

33. Copyright © 2018 Earley Information Science, Inc. All Rights Reserved. Today’s Agenda 8:30 – 8:40 Welcome and Topic Discussion 8:40 – 8:50 Exercise Set Up • Exercise Review & Materials Orientation • Gather work groups & define domains • Individual assignments 8:50 – 9:10 Exercise – Round 1 • Wireframe data requirements • AI / IA Poker (card game) round 1 9:10 – 9:25 Round 1 Checkpoint: First Observations • Table read-outs • Observations on what we learned together 33

34. Copyright © 2018 Earley Information Science, Inc. All Rights Reserved. Today’s Agenda 9:25 – 9:45 Continue Exercise – Round 2 • New wireframe data requirements and owners • AI Bots • AI /IA Poker round 2 9:45 – 10:00 Round 2 Checkpoint and Report • Table read-outs • Observations on what we learned together 10:00 – 10:15 Wrap-up • Reflections – what did we learn together? • Best practices to walk away with today 34

35. Copyright © 2018 Earley Information Science, Inc. All Rights Reserved. Table Kits For Participants: • Anatomy of a B2B Digital Experience eBook • AI / IA Poker Card Decks (1/table) • Wireframe Prints (only to be handed out at each round) For Proctors: • Proctor notes • Extra table supplies For Front of Room: • Large printed wireframes • Card Deck for Moderator 35

36. Copyright © 2018 Earley Information Science, Inc. All Rights Reserved. Proctor Notes for Round 2: Playing as “AI Bot” Proctor plays as an AI Bot, sitting at the tables with the other team members and producing its post-its and identifying its dependencies: AI Bot is responsible for specific content areas on the site • Related products • Customers also viewed • Reviews • Chat Bot AI Bot needs input to produce its content • For “Related Products”, AI Bot needs product relationships, knowledge of processes, industries, shopper profile info (e.g., preferences), purchase history, region, etc. • For “Customers Also Viewed”, AI Bot needs browse history and any other constraints e.g., only show products that are salable in region, sorting rules (e.g., based on margin?) • For ”Reviews”, AI Bot needs product – review relationships and rules about what to show, as well as sorting rules (e.g., best first, most recent first, most relevant first, etc.) • For Chat-Bots, AI Bot needs a knowledge-base with product relationships, recommendations, phrases, use cases, terminology, training data (e.g., prior chat logs, search history), dialog snippets, etc. 36

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