Artificial Intelligence is driving contextual marketing automation, but is this really a good evolution? There is need to think about the devolution of our human skills and the trade-offs we need to make in terms of sacrificing our private data in return for a meaningful service.
By the end of 2017, watch for
room-based screenless devices to
be in more than 10 million homes.
By 2020, 30% of web browsing sessions will be done
without a screen.
PRIVACY AS WE KNEW IT FROM
AN ANALOGUE PAST
HAS VIRTUALLY DISAPPEARED
The camera was the beginning of the end of privacy in the
modern world and the Internet and social platforms have
exponentially obliterated any concept of privacy.
The modern consumer recognizes and embraces
the death of privacy and
understands that there is
inherent value in their data.
CONSUMERS SACRIFICE PERSONAL DATA
RECKLESSLY IN EXCHANGE FOR
FREE ONLINE SERVICES OR OUT OF INDOLENCE
WHO WOULD YOU TRUST WITH
YOUR PERSONAL DATA TO MAKE
A DIGITAL COPY OF YOURSELF?
There will come a time when many fundamental life skills will devolve and
eventually disappear entirely.
We can already see evidence of this in today’s education systems, with the
rapidly disappearing skill of basic handwriting, which is largely being
replaced by typing.
What will replace typing?
A machine is intelligent if it manages to pass itself
off as a human when faced with a human. The Turing test
TEMPLATED CONVERSATIONS ARE BASED
ON REPETITIVE INFORMATION REQUESTS
AND PREDICTIVE PROBLEM SOLVING
REAL-TIME SPEAKER STATE CLASSIFICATIONS
FROM SPOKEN AUDIO DISCOVERS SENTIMENT,
COGNITION, EMOTION, HEALTH &
CORTANA CONNECTS BUSINESS APPS
TO COLLECTED ANALYTICS
"The more data that is collected and analyzed, the
greater the economic value it has in aggregate”
"Data has a shelf-life and the economic value
of data diminishes over time."
"The economic value of information multiplies
when combined with context, meaning and right
Powered by advanced machine learning, deep learning, predictive analytics,
natural language processing and smart data discovery, Einstein’s models will be
automatically customized for every single customer, and it will learn, self-tune,
and get smarter with every interaction and additional piece of data.
Most importantly, Einstein’s intelligence will be embedded within the context of
business, automatically discovering relevant insights,
predicting future behavior, proactively recommending best next actions
and even automating tasks.
USING CRM SOLUTIONS TO CONNECT
SMART DATA COLLECTED FROM
DIFFERENT DIGITAL TOUCH POINTS
THE NÄRAFFÄR STORE IN VIKEN
(SWEDEN) IS FULLY AUTOMATED
CUSTOMER ACCESS & INVOICING
IS HANDLED VIA THE APP
The new option will enable
users to register their credit
card info (or use the credit
card info they’ve already listed
with Facebook) to make
purchases without ever
leaving the app.
BUY IT FROM WITHIN A CHAT
SAY HELLO TO
IBM BUYS FLUID’S XPS PLATFORM
TO HELP PEOPLE DISCOVER AND BUY
THINGS THROUGH CONVERSATIONS
(XPS: EXPERT PERSONAL SHOPPING)
XPS essentially has created what IBM believes will be the
future of how people interact with commerce (and other)
services in the future.
TO REMOVE FRICTION & FRUSTRATION
TO CREATE DELIGHT & SATISFACTION
20% OF TOTAL US SALES ARE GENERATED THROUGH
MOBILE ORDERS – THE MOBILE LOYALTY CARD
HOLDS A DIGITAL WALLET AND ORDER-AND-PAY-AHEAD
SERVICE TO STIMULATE THE APP USE AND PROMOTE
THE REWARD SERVICE WITH THESE SPECIAL BENEFITS
PAY-AHEAD TRANSACTIONS HAVE CROSSED THE 10%
MARK OF TOTAL SALES
AND STARBUCKS HAS $1.2 BILLION DOLLAR LOADED
IN THE DIGITAL WALLETS
THE MOST IMPORTANT METRICS TO TRACK
FOR A LOYALTY OR REWARD PROGRAM ARE
THE NUMBER OF PURCHASES MADE AND
THE AMOUNT OF MONEY A CUSTOMER SPENT
INCREASED LIKELYHOOD OF SHOPPING
AT STORES WITH LOYALTY PROGRAMS
THE LOYALTY PROGRAM IS AN ESSENTIAL PHASE
IN THE GLOBAL ACQUISITION STRATEGY
Take-Aways for Today
• Collecting and Processing Real-Time Analytics
• Owning the Buffer Zone Between Your Brand and Customers
• Tailor the Journeys - Evolve to a Lifecycle
• Semi-Automation or Contextual Android Marketing is Key
• Help, Serve, Cater, Supply, Educate, Share
Apply to: B2B, B2C, C2B & O2O
MIEL VAN OPSTAL
JOIN THE LINKEDIN GROUP:
DIGITAL CONTEXTUAL INTELLIGENCE