Qrious AIMCON talk

1. Laying the data foundation
for AI in marketing
AIMCON 2018
© 2018 Qrious

2. Who is Qrious?
We combine data and marketing to transform
customer engagement.
Customer
intelligence
Customer
engagement+

3. My journey in data
Nathalie Morris
CEO Qrious

4. AI will fundamentally
change marketing…

5. Not just how we engage with
consumers
But how we do marketing itself

6. Qrious
AI and the human connection

8. Artificial intelligenceHuman intelligence
Why are the data foundations so critical?

9. The human hierarchy of needs
Self actualisation
Esteem
Love & belonging
Security & safety
Physiological

10. The AI hierarchy of needs
AI,
Deep
learning
A/B testing,
experimentation,
simple ML algorithms
Analytics, metrics, segments,
aggregates, features, training
data
Cleaning, anomaly
detection, PREP
Reliable data flow, infrastructure, pipelines,
ETL, structured and unstructured data
storage
Instrumentation, logging, sensors, external
data, user generated content
Learn & optimise
Aggregate & label
Explore & transform
Move & store
Collect
https://hackernoon.com/the-ai-hierarchy-of-needs-18f111fcc007

11. Why are we looking at
AI more seriously now?

12. Qrious
Understanding your data
Presentation Title12
What are your
constraints?
What you have –
and what you don’t?

13. Siloed
data
Legacy
systems
The most common data challenges
Data Warehouse
Single view of customer

14. Key data sources
Customer
data
Transactional
data
Behavioural
data

15. Consider 3rd Party Data
Competitor
data
Social
conversation
data
Traffic or people
movement data
Weather
data

16. Types of data
Structured data Unstructured data

17. Language Processing Evolution
Basic Linguistics indicators
‘Positive’ or ‘Negative’ Positive, Neutral, Negative
Natural Language
Processing and Machine
learning
Anger, Fear, Disgust, Joy,
Surprise, Sadness
Topic clusters
Sentiment over time
Basic Intermediate Advanced
Voice to text conversion

18. Why is quality data
important?

19. AI is only as good as the data it’s fed

20. AI gone wrong!

21. Presentation Title21
For AI to succeed it needs a solid,
varied and inclusive data foundation
which reflects human diversity.

22. USEFUL
Common format
COMPLETE
Cohesive data
collection policy
AVAILABLE
Central location
Planning your data foundation for AI

23. Get clear consent
Data collection for AI
Be transparent
with how you
use data
Build trust over
time

24. Deliver value for the customer
Don’t just do AI for AI’s sake

25. My challenge to you…
What’s the one key thing you can
do to improve your data foundation
in readiness for AI?

26. Thank You
Contact
nathalie.morris@qrious.co.nz
021 224 5333
www.qrious.co.nz
Nathalie Morris
CEO, Qrious
© 2018 QriousPresentation Title26

27. www.qrious.co.nz