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Content	and	AI:	Creating	Personalized	
Experiences	for	Your	Audience
Tricia	Travaline,	CMO,	Skyword
2
Rb =	(Tv)
3
(Te)
@travwin
4
To	do	this	is	a	really	nice	idea,	but	it’s	hard.
5@travwin
6
Personas	don’t	buy	our	products	and	services,
people	do.
7@travwin
74%	of	online	consumers	get	frustrated	
with	websites	when	content	appears	
that	has	nothing	to	do	with	their	interests.
8...
60% of	marketers	struggle	to	personalize	content	
in	real	time,	yet	
77%	believe	real-time	personalization	is	crucial.
9
S...
Engaged	Users
Increased	Time	on	Site
Higher	Conversion	Rate
10@travwin
11
of	marketing
@travwin
To	personalize	experiences	in	real-time	and	at	scale
requires artificial	intelligence.
12@travwin
Artificial	intelligence	(AI)	is	an	area	of	computer	science	that	
emphasizes	the	creation	of	intelligent	machines	that	wor...
Machine	learning	gives	computers	the	ability	to	learn	without	
being	explicitly	programmed.
14@travwin
15
16
Why	Skyword?
18
19
20
Personalized	Content	Marketing
AI	
Marketing
Personalization Automation
@travwin
• Full	dynamic	experiences personalized	specifically	to	you
• Data	driven	intelligent	optimization	of	the	entire	experienc...
23
Personalized	Recommendations
Ensemble	
Selection	
Algorithm
A1: Popular	Content
A2: Related	Content
A3: People	Who	Read	Also	Read
A4: Collaborative	Fil...
25
26
27
Personalized	
Recommendations
for	Email
28
Results
• Averaging	6X	lift	in	CTR	onsite	for	machine	learning	vs.	random
• 369%	increase	in	CTR	for	emails	with	personalized	
rec...
What	We	Learned
30
• You	need	traffic	– at	least	5,000	unique	visitors	a	month
• Content	feeds	that	engine	– need	at	least	50	pieces	of	conte...
Questions
32
Spark 2017: Content + AI: Creating Personalized Experiences for Your Audience by Patricia Travaline
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Spark 2017: Content + AI: Creating Personalized Experiences for Your Audience by Patricia Travaline

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Spark 2017: Content + AI: Creating Personalized Experiences for Your Audience by Patricia Travaline

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Spark 2017: Content + AI: Creating Personalized Experiences for Your Audience by Patricia Travaline

  1. 1. Content and AI: Creating Personalized Experiences for Your Audience Tricia Travaline, CMO, Skyword
  2. 2. 2
  3. 3. Rb = (Tv) 3 (Te) @travwin
  4. 4. 4
  5. 5. To do this is a really nice idea, but it’s hard. 5@travwin
  6. 6. 6
  7. 7. Personas don’t buy our products and services, people do. 7@travwin
  8. 8. 74% of online consumers get frustrated with websites when content appears that has nothing to do with their interests. 8 Source: Janrain and Harris Interactive @travwin
  9. 9. 60% of marketers struggle to personalize content in real time, yet 77% believe real-time personalization is crucial. 9 Source: Neolane & DMA @travwin
  10. 10. Engaged Users Increased Time on Site Higher Conversion Rate 10@travwin
  11. 11. 11 of marketing @travwin
  12. 12. To personalize experiences in real-time and at scale requires artificial intelligence. 12@travwin
  13. 13. Artificial intelligence (AI) is an area of computer science that emphasizes the creation of intelligent machines that work and react like humans. 13@travwin
  14. 14. Machine learning gives computers the ability to learn without being explicitly programmed. 14@travwin
  15. 15. 15
  16. 16. 16 Why Skyword?
  17. 17. 18
  18. 18. 19
  19. 19. 20 Personalized Content Marketing
  20. 20. AI Marketing Personalization Automation @travwin
  21. 21. • Full dynamic experiences personalized specifically to you • Data driven intelligent optimization of the entire experience • Homepages, category pages, and “you” pages/sections • Filtered recommendations by content type or category • Automated experience touchpoint tracking • Automated engagement detection that triggers call to actions AI: Personalization in Content Marketing @travwin
  22. 22. 23 Personalized Recommendations
  23. 23. Ensemble Selection Algorithm A1: Popular Content A2: Related Content A3: People Who Read Also Read A4: Collaborative Filtering A5, A6, A7, A8,…: TBD Deep Learning (AI) Engine 24 Deep Learning (AI) Engine @travwin
  24. 24. 25
  25. 25. 26
  26. 26. 27 Personalized Recommendations for Email
  27. 27. 28 Results
  28. 28. • Averaging 6X lift in CTR onsite for machine learning vs. random • 369% increase in CTR for emails with personalized recommendations • 5X increase in subscribers for emails with personalized recommendations • 116 percent increase in CTR to site for newsletters with personalized recommendations • Below article placement is doing 2X as well as side bar Results 29@travwin
  29. 29. What We Learned 30
  30. 30. • You need traffic – at least 5,000 unique visitors a month • Content feeds that engine – need at least 50 pieces of content available and tagged and at least 10 new pieces every month • You need the data • Machine learning works What We Learned 31@travwin
  31. 31. Questions 32

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