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Smarter Measurement

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“Smarter Measurement - Let’s call it Cognitive PR” presentation deck used in presentation and discussion at CIPR event in London on February 11, 2016.

Published in: Data & Analytics

Smarter Measurement

  1. 1. Let’s call it ‘Cognitive PR’ Neville Hobson - @jangles IBM Social Consulting CIPR London, February 11, 2016 Smarter Measurement
  2. 2. Automation is fast approaching and by 2018 Gartner predicts that 20% of business content will be authored by machines. But how will this content sit within a measurement framework? 2 http://houseontheborderland.com/2015/08/28/writing-for-house-on-the-borderland/ “
  3. 3. Gartner: “By 2018, 20 percent of business content will be authored by machines”  Content that is based on data and analytical information will be turned into natural language writing by technologies that can proactively assemble and deliver information through automated composition engines  Content currently written by people – such as shareholder reports, legal documents, market reports, press releases and white papers – are prime candidates for these tools 3 http://www.gartner.com/smarterwithgartner/gartner-predicts-our-digital-future/
  4. 4. 4 http://www.poynter.org/2015/how-the-associated-press-is-using-automation-to-rethink-the-way-it- does-news/375931/
  5. 5. Gartner: “By year-end 2018, customer digital assistants will recognize individuals by face and voice across channels and partners”  Multichannel customer experience will take a big leap forward with seamless, two-way engagement between customer digital assistants and customers in an experience that will mimic human conversations, with both listening and speaking, a sense of history, in-the-moment context, tone, and the ability to respond 5 http://www.gartner.com/smarterwithgartner/gartner-predicts-our-digital-future/
  6. 6. 6 http://www.themobilespot.co.uk/best-voice-assistant-cortana-siri-or-google-now/
  7. 7. 7
  8. 8. What is Watson? IBM Watson is a technology platform that uses natural language processing and machine learning to reveal insights from large amounts of unstructured data
  9. 9. 9
  10. 10. 10
  11. 11. Your digital intelligence is your competitive advantage 11
  12. 12. 12 https://www.constellationr.com/content/ibm-connect-2016-little-swagger-back-their-step
  13. 13. Imagine • Personal Cognitive Assistants who will make contextual sentiment analysis of your email, with ‘attention recommendations’ • Image recognition, eg, brand identifiers such as logos + contextual insights • Auto-insights assessments, predictive analytics and recommendations • …What’s next? 13 http://www.ibm.com/smarterplanet/us/en/ibmwatson/what-is-watson.html
  14. 14. Smarter Measurement 14 Today Where we want to be…
  15. 15. Re-use of this deck permitted under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 license - read the license for terms. Other presentations by Neville Hobson are available from Slideshare at http://www.slideshare.net/neville. If you have questions or comment about this deck, contact Neville Hobson:  +44 7342 085 395  neville.hobson@uk.ibm.com  www.nevillehobson.com  @jangles The content in this presentation deck represents the opinions of Neville Hobson only and do not necessarily reflect any view or position of or by IBM. Published in accordance with IBM’s Social Computing Guidelines. Smarter Measurement Presentation by Neville Hobson at CIPR London, February 11, 2016.

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