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Digital Marketing Live! 2019 - Suzanne Jansen & Job Hilbers - How to accelerate AI through Cloud in digital marketing

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Suzanne Jansen & Job Hilbers - Artefact @ DML 2019

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Digital Marketing Live! 2019 - Suzanne Jansen & Job Hilbers - How to accelerate AI through Cloud in digital marketing

  1. 1. How to accelerate AI through Cloud in digital marketing (Re)Launch, Scale & Lean AI
  2. 2. Suzanne Jansen Head of Data & Analytics Job Hilbers SEA & E-retail Consultant Here today. 2
  3. 3. Data is at our core Technologies Consulting Marketing Our highly accredited experts have 20 years’ experience in leading award-winning global digital marketing campaigns. Business oriented, data raised, digital native, marketing minded and IT trained unicorns, they live to put together the perfect team of our in-house talents. First class data experts from the largest international pool of giant tech certified marketing analysts, data scientists, engineers and tracking experts. Our Full-stack Engineers will set-up end to end DataLake, with the right trade-off between speed and reversibility AI specialists with PhDs in Machine Learning developing unique proprietary solutions to fit our clients’ needs and optimize in- house processes. Media & Activation Creation Big Data Ecosystem Artificial Intelligence Strategic Consulting Data Expertise Award-winning creatives, able to design concepts from branding to performance based on data.
  4. 4. 26 1,000+ 10% 25%18% Offices Marketing Engineers Global profit invested in technology Growth (2018) Data Specialists 19 Countries 4
  5. 5. Our credentials Retail / E- commerce / CPG Banking / Insurance Travel / Hospitality Automotive Media / Entertain. Cosmetic / Luxury Telecoms / High tech Other
  6. 6. De rol van Artificial Intelligence in digitale communicatie Artificial Intelligence voor digital marketeers How to accelerate AI through Cloud in digital marketing
  7. 7. What we have in store for you today Why Cloud and AI are inseparable AI Factory: (re)launch, scale & lean AI (Re)Launch, Scale & Lean AI | Digital Marketing Live | 27 juni Data & AI: the future is here Practical applications in digital marketing
  8. 8. Vast amounts of data are being produced and processed every minute (Re)Launch, Scale & Lean AI | Digital Marketing Live | 27 juni 1.3K2.4M347K 142M Half a trillion digital moments across devices processed by Google Analytics each day 50K Tweets Searches Uber rides $203K Amazon sales App Downloads Emails 1 MINUTE
  9. 9. Data production is still accelerating (Re)Launch, Scale & Lean AI | Digital Marketing Live | 27 juni First even known written document information/volume time today201020063000 BC 1450 1900 1992 1999 Invention of Printing London library (500 000 books) Internet advent Each person produces around 250 Gb 12 times the distance between planet earth and the sun if we stock all the data in book format We are here! 90% of the data available in the world has been generated between 2017 and 2019 Skyrocketing quantity of data: birth of data science
  10. 10. Datafication Datafication is the act of taking the characteristics of people, things, processes, events and indeed all aspects of the world that were previously invisible or unnoticeable and turning it into data Big GranularDiverse
  11. 11. Today’s marketing touchpoints Evolution of customer touchpoints (Re)Launch, Scale & Lean AI | Digital Marketing Live | 27 juni Print Billboard Radio TV Film Product Telephones Brick & mortar Smartphone Tablets POS systems Computers Digital media Social media Print Billboard Radio TV Film Product Telephones Brick & mortar Mobile payment systems Wearables Digital signage Beacons Shelf weights Store checkpoints Digital coupons Wifi In-store navigation Gesture recognition Kiosks Product-based touchscreens Video/facial recognition Visual search QR codes Motion trackers (e.g. Kinect) Smartphone Tablets POS systems Computers Digital media Social media Print Billboard Radio TV Film Product Brick & mortar Early marketing touchpoints Emerging marketing touchpoints
  12. 12. Datafication from a digital marketing perspective (Re)Launch, Scale & Lean AI | Digital Marketing Live | 27 juni Google SERP (2000) Google Adwords (2005)
  13. 13. Datafication from a digital marketing perspective (Re)Launch, Scale & Lean AI | Digital Marketing Live | 27 juni RSA - Contextual signal based ad Clickshare Bid strategies per conversion action Cross-device attribution
  14. 14. AI to come to grips with the ‘Datafication’ of the world (Re)Launch, Scale & Lean AI | Digital Marketing Live | 27 juni
  15. 15. What is AI? (Re)Launch, Scale & Lean AI | Digital Marketing Live | 27 juni Weak AIStrong AI “The creation of computer programs (machines) that can (out)perform tasks that are currently completed more satisfactorily by humans”
  16. 16. (Re)Launch, Scale & Lean AI | Digital Marketing Live | 27 juni
  17. 17. (Re)Launch, Scale & Lean AI | Digital Marketing Live | 27 juni
  18. 18. What we have in store for you today (Re)Launch, Scale & Lean AI | Digital Marketing Live | 27 juni Data & AI: the future is here AI Factory: (re)launch, scale & lean AI Why Cloud and AI are inseparable Practical applications in digital marketing
  19. 19. AI is recognized as a major lever to create competitive advantage, but AI delivery and scale is still a challenge of execs believe that AI will be the most significant business advantage of the future (Pwc - 2017) of US and Europe companies are working on AI projects (DataBricks - 2018) 72% +38% of increased productivity in Businesses using AI technology (Accenture - 2017) 90% of executives find AI hard to integrate with existing processes and systems (Deloitte - 2017) of executives say an obstacle to AI initiatives is that technologies and expertise are too expensive (Deloitte - 2017) 47% 40% 85% of AI projects will deliver erroneous outcomes due to bias in data, algorithms, or project management (Gartner - 2018) AI is a huge game changer, already considered by most companies... … but AI initiatives raise new challenges and uncertainty
  20. 20. So what is the secret to a successful AI project? Replicable and scalable methodologies from AI discovery phase to AI Products optimization Systematic proven methodologies All required technologies to collect data, develop algorithm, visualize, scale… Advanced AI technologies A dedicated and tailored governance to secure alignment and delivery of the AI products A structured organization gathering business, data and tech skills in Feature Team Organized and AI hyper skilled teams One single efficient governance ARTEFACT AI Factory
  21. 21. You need a dedicated governance to secure overall alignment and delivery Business & Operations Legal & Security experts IT Data experts Director AI Factory PMO AI Factory Program Management Review, arbitrate & validate progress AI Factory Board Share AI vision & provide sponsorship CEO CTO Chief x Officer Data Protection Officer Agile teams Deliver Uses cases with AI products Feature team ... Feature team #2 Feature team #1 Agile 3rd party tech providers Optional partners Platform team ONE SINGLE EFFICIENT GOVERNANCE ONE SINGLE EFFICIENT GOVERNANCE
  22. 22. And organize your talents into feature teams Data & Tech skillData & Tech skill Data & Tech skill ● Prepare the data set ● Chooses and builds the relevant model to solve the business problem Data Scientist ● Translates business needs into technical specifications ● Ensures project delivery milestones AI Product Owner ● Responsible for the construction and maintenance of the data pipeline ● Ensures the industrialization process Data Engineer ● Expresses the business need ● Provides an operational perspective on the built model ● Approves the next steps of the project Business Owner Lab Partner Data & Tech skill Business skills Business skills Business skillsBusiness skills ORGANIZED AND AI HYPER SKILLED TEAMS
  23. 23. Standardised, open-source technologies form a scalable and opened infrastructure on top of existing technology Ingest Store Structure Analyze Visualize AI ENABLING TECHNOLOGIES EXISTING LEGACY TECHNOLOGIES Performance & scalability relies on specific technologies, to be aligned with legacy technologies Workflow Storage & compute Sync ADVANCED TECHNOLOGIES
  24. 24. The AI factory set up is relying on precise agile method AI Factory Run We run and secure AI use cases delivery and scale OUTPUT MVM Prototype Live productDiscovery report MVM Scale Running product Design of Factory operating model Factory Structuration Discovery01 02 03 04 0500 Prototyping Optimization AI Factory Design We design a ready-to-launch AI factory SYSTEMATIC PROVEN METHODOLOGIES
  25. 25. (Re)Launch, Scale & Lean AI | Digital Marketing Live | 27 juni Assortment Supply Store Marketing E-Commerce Pricing / Promotion DATA & AI ●Optimize assortment ●Personalized offer ●... ●Reduce markdown ●Optimize workforce planning ●... ●Personalize clients communication ●Manage client life- cycle ●... ●Recommend product ●Optimize substitution ●... ●Dynamic pricing ●Personalize coupons ●... ●Forecast sales ●Optimize stock logistic ●... 10UC 8UC 15UC 16UC 14UC 9UC In 3 months, we identified +70 IA use cases and developed 5 MVM for Carrefour.
  26. 26. What we have in store for you today (Re)Launch, Scale & Lean AI | Digital Marketing Live | 27 juni Data & AI: the future is here AI Factory: (re)launch, scale & lean AI Why Cloud and AI are inseparable Practical applications in digital marketing
  27. 27. What AI needs and Cloud provides (Re)Launch, Scale & Lean AI | Digital Marketing Live | 27 juni The need for abstraction The need for power of machines The need for cost optimization The need to update AI The need to collaborate
  28. 28. (Re)Launch, Scale & Lean AI | Digital Marketing Live | 27 juni Economically: Capex versus Opex
  29. 29. Set up an “AI friendly” infrastructure and toolset (Re)Launch, Scale & Lean AI | Digital Marketing Live | 27 juni Simplify your infrastructure with microservices Pack your “data product” with containers Unify Cloud and premises infrastructure with Kubernetes Parallelise test and production operations by adopting “continuous delivery” COST AGILITY SECURITY
  30. 30. Containers: let the specialists play around without breaking anything (Re)Launch, Scale & Lean AI | Digital Marketing Live | 27 juni Data Engineer Data Scientist
  31. 31. Container orchestration: Kubernetes (Re)Launch, Scale & Lean AI | Digital Marketing Live | 27 juni
  32. 32. What we have in store for you (Re)Launch, Scale & Lean AI | Digital Marketing Live | 27 juni Data & AI: the future is here AI Factory: (re)launch, scale & lean AI Why Cloud and AI are inseparable Practical applications in digital marketing
  33. 33. Where can AI and ML be injected?
  34. 34. AI & ML seem complicated, but you may already be using it! Manual bidding Smart bidding Boosting bid management through Google AI Dynamic ad serving through Google AI Where? What?
  35. 35. Taking it one step further: demystifying DDA From... To Where?
  36. 36. Comparing different attribution models Shapley Markov Where?
  37. 37. Predictive conversion based performance steering Where?
  38. 38. Predicting customer lifetime value Single purchase Small purchases in short period Long term customer Frequent high value orders Frequent purchases High average order value Who?
  39. 39. Using AI to segment customers based on (lifetime) value ● Recency, Frequency and Monetary Value model ● K-means clustering (unsupervised) on clickstream data ● Find distinct clusters of instances (customers) ● Segment into high, medium and low quality customers ● Analyze underlying user characteristics that determine the segments Who?
  40. 40. Predict Customer Lifetime value based on user signals LQ HQ Prospects CLV model Who?
  41. 41. One last practical application: Marketplace yield management What?
  42. 42. Pausing through automated campaign creation What?
  43. 43. Preventing out-of-stock will net more revenue Out of stock drivers Out of stock ML model Out of stock prediction Out of stock roadmap Use roadmap to counteract OOS Never miss out on revenue
  44. 44. Come and get your own copy of our AI Factory Report! (Re)Launch, Scale & Lean AI | Digital Marketing Live | 27 juni Pick up a hard copy of the report at our Artefact booth or download it via: https://artefact.com/nl-nl/news/ai-factory-report/
  45. 45. Thanks for your attention

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