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True AI from vapor: Retail ROI with deep learning for retail

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NRF 2019: Retail's Big Show
David Bessis, Founder and CEO, Tinyclues
Francois Laxalt, Sr. Dir., Product Marketing, Tinyclues

Published in: Retail
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True AI from vapor: Retail ROI with deep learning for retail

  1. 1. TRUE AI FROM VAPOR: REAL ROI WITH DEEP LEARNING FOR RETAIL
  2. 2. 89% OF MARKETERS SAY THEY ARE PERSONALIZING EXPERIENCES AND MESSAGES ONLY 5% OF CONSUMERS SAY MESSAGE OFFERS ARE USUALLY WELL-TIMED WITH THEIR NEEDS Source: Forrester report Evolve Now To Personalization 2.0: Individualization; Forrester Data Consumer Technographics Global Online Benchmark Survey (Part 2), 2018
  3. 3. CUSTOMER MARKETING IS INCREDIBLY HARD YOU HAVE MILLIONS/BILLIONS OF DATA POINTS RELEVANCY PERSONALIZATION CUSTOMER EXPERIENCE DATA-ACTION GAP
  4. 4. HOW CAN YOU BRIDGE THE GAP?
  5. 5. MARTECH IS A COMPLEX LANDSCAPE
  6. 6. IT’S HARD TO BUILD INTELLIGENT CAMPAIGNS WHEN YOUR MARTECH STACK REQUIRES YOU TO MICRO-MANAGE SEGMENTS & RULES
  7. 7. Xbox Fifa 19’ $59.99 HOLIDAY GIFTS PURCHAS E HISTORY CUSTOMER SEGMENTS VALUE SIMILAR PRODUCT CATEGOR Y BROWSIN G HISTORY PRODUCT PAGE VISITORS TARGETING STILL HAS ROOM FOR IMPROVEMENT
  8. 8. HOW DO YOU BALANCE YOUR ENTIRE MARKETING PLAN?
  9. 9. FACE IT. YOU’VE BEEN PROGRAMMING A SWITCHBOARD.
  10. 10. IS THIS REALLY THE FUTURE?
  11. 11. HOW DOES AI FIT IN?
  12. 12. DEEP LEARNING CAN BRIDGE THE DATA-ACTION GAP YOU HAVE MILLIONS/BILLIONS OF DATA POINTS RELEVANCY PERSONALIZATION CUSTOMER EXPERIENCE DATA-ACTION GAP
  13. 13. Xbox Fifa 19’ $59.99 HOLIDAY GIFTS PURCHAS E HISTORY CUSTOMER SEGMENTS VALUE SIMILAR PRODUCT CATEGOR Y BROWSIN G HISTORY PRODUCT PAGE VISITORS THE OLD WAY OF TARGETING
  14. 14. HOW TRADITIONAL TARGETING SEES PAT WILL PAT BUY “FIFA 19” IN NOVEMBER? Gender = "F" Lives in the city RFM Segment = "High- value customer" Never purchased in this category -0.5% -4% +1% +3% -2% Email Address = "Patricia.Jones@gmail.com" Deep learning finds in your data that people with the email structure “firstname.lastname@gmail.com” are more likely to buy high-techor gaming items now. Video games are not very popular in Hamilton, Montana right now. A Hoverboard. Not the same category, but activates "kid stuff" latent feature in the Deep Learning. The theme was “Holidaysshopping guide”. Deep Learning detects that this link was aboutsomething involving the "Christmas" and "gaming" latent feature. Latent sociographics of high-end laptop users show they’re slightly more likely to buy video games for their kids or grandkids All attributes are calibrated and interpreted using patterns unique to your own business Zipcode = "59835" Bought SKU “TS9085” 5 months ago Clicked link #9 in your newsletter 2 weeks ago Browsed via Safari on latest MacBook Air + HUNDREDS of other "tiny clues" +0.3% -0.5% +3.2% +0.8% +1.2% +2.4% Conclusion: VERY LIKELY TO BUY. INCLUDE IN THE CAMPAIGN Age = "61" ATTRIBUTE IMPACT ATTRIBUTE IMPACTINTERPRETATION Conclusion: UNLIKELY TO BUY. DO NOT INCLUDE IN THE HOW DEEP LEARNING SEES PAT All attributes are calibrated and interpreted using patterns unique to your own business All attributes are calibrated and interpreted using patterns unique to your own business All attributes are calibrated and interpreted using patterns unique to your own business All attributes are calibrated and interpreted using patterns unique to your own business All attributes arecalibrated and interpretedusingpatternsuniquetoyourownbusiness All attributes arecalibrated and interpretedusingpatternsuniquetoyourownbusiness A chess game. Irrelevant. Bought SKU “MC8790” 2 months ago 0%
  15. 15. TINYCLUES SOLVES CAMPAIGN PLANNING & TARGETING WITH DEEP LEARNING
  16. 16. BASED ON DEEP LEARNING HOW TO DISTINGUISH TRUE AI FROM VAPOR? OFFERS MARKETERS A TOTALLY NEW EXPERIENCE
  17. 17. If your solution requires you to input complex rules in order to work, it’s not true AI.
  18. 18. If the UI gets more complex as you drill further into your marketing strategy, it’s not true AI.
  19. 19. If your AI provider asks you to format your data or apply your own logic to your data before integrating, it’s not true AI.
  20. 20. “AI-INSIDE” IS ABOUT ADDING 'YET-ANOTHER- FEATURE’ “AI-FIRST” IS ABOUT RETHINKING THE ENTIRE UX PRE-ENGINE ENGINE- INSIDE ENGINE-FIRST
  21. 21. SEAMLESS TINYCLUES IN A FEW WORDS SAAS BUILT FOR MARKETER S PROVEN IMPACT ACROSS ALL CHANNELS UP IN 2 WEEKS ANONYMIZED DATA DEEP LEARNING
  22. 22. BUILD THE BEST MARKETING PLAN FROM YOUR IDEAS & OBJECTIVES “We need to be very strong during the summer sales period. Who’s the best audience for our Facebook Ads on Weber BBQs?” “What’s the best audience for push notifications on our summer collection, in order to drive revenue online and in-store?” “We have 22 campaigns running next week; but no one should get more than 3 messages, and we want to distribute the messages based on highest potential to buy” ”Who should receive the Samsung TV offer? We need to target at least 1 million customers.” “Our range of handbags is niche AND strategic. We want a very small target of super buyers” “Does it make sense to send the following 2 campaigns on the same day: ‘Dishwashers’ and ‘Recipe books’?”
  23. 23. RETAILERS LOVE TINYCLUES -80%AVERAGE TIME TO CREATE CAMPAIGNS -19% +51%AVERAGE DECREASE IN UNSUBS AVERAGE INCREASE IN ENGAGEMENT +79%AVERAGE CAMPAIGN REVENUE UPLIFT
  24. 24. LACOSTE BOOSTING CAMPAIGN REVENUE FASHION / RETAIL "We have more than doubled our campaign revenue while finally being able to sell our strategic products ." +151% CAMPAIGN REVENUE MORE CAMPAIGNS LOWER UNSUBSCRIBE
  25. 25. HOLLAND AND BARRETT DRIVING MESSAGE RELEVANCY & CAMPAIGN REVENUE RETAIL -23% SENT EMAILS +19% OPEN RATE +27% CAMPAIGN REVENUE "Since we have started using Tinyclues, we have increased our campaign revenue by 27% while sending 23% less emails."
  26. 26. FNAC DARTY OPTIMIZING OMNICHANNEL CAMPAIGNS RETAIL "Tinyclues is at the very heart of our CRM, enabling my team to target and optimize more than 1500 campaigns per year, driving millions of revenue per year. The solution has a great impact on our strategy and revenue” +30% CAMPAIGN REVENUE +$8M ADDITIONAL REVENUE PER YEAR ON DIRECT MAIL CAMPAIGN
  27. 27. A LARGE AMERICAN JEWELRY RETAILER DRIVING CAMPAIGN REVENUE RETAIL +$1M IN STORE CAMPAIGN REVENUE
  28. 28. • Evaluate AI solutions based on their UX as well as their impact • If you need to normalize data to use a solution, it’s not a true AI solution. • AI will not replace marketers. It will enable them to do what they do best: focus on content and strategy. Actionable Takeaways from this session:
  29. 29. VISIT US AT BOOTH #643 TO LEARN MORE!

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