This presentation was a homework of Pink session that I conducted to share with my account team at The Purpose Group. Since I am really interested in digital & technology world, I decided to research on the internet to talk about these 3 items: - Artificial Intelligence (AI) - QR Code - Beacon Hope that you find this file useful. Much appreciation for any input or correct. *Disclaimer: This file is for info sharing purpose. All copyrights of images belong to its owners.

1. Apr-27th 2018
Disclaimer: This presentation was
conducted for info sharing purpose. All
copyrights of images belong to its owners.

2. CONTENT
AI
QR CODE
BEACON

3. AI

4. What is AI?
ARTIFICIAL
INTELLIGENCE

5. What is AI?
AI
Computer Science
Algorithm
Make machines intelligent
To solve problems as well
as human can
AI
Teach computers to code
Before AI
Manually coding
Input + Set of rules -> Output

6. Why AI exists?
- No more manual code, skip
boring steps, relaxing…
- Jump right away into harder
challenges

7. Why AI exists?
What If
Algorithms can be
• Automated
• Tracked & Recorded
• Learned
-> “Be more intelligent”
next time & Repeat as cycle
=> We should teach machines
Example of
a simple algorithm

8. How to teach machines?
Showing examples until the system eventually starts to learn.
- Input: various labeled pictures of cats and dogs
- Set of rules: looks at patterns and pixels and guesses which is which
- Output: results become more exactly through time
-> Machine can start recognizing the difference & improve continuously
vs

9. What can AI do in marketing?
Make Sense of Data
Find Insights
Collect Data Tailor Content
Reach Right People
At Milliseconds
Enhance User Experience Increase Effectiveness & ROI+

10. Real works | Level 1: Performing Marketing
1. Search
• Exact name or title -> More info, More results
• Simply matching keyword -> Detect common
spellings -> Calibrate for misspellings by context
• Text -> Image -> Voice
https://www.google.com/search/howsearchworks/algorithms/
How search works by Google

11. Real works | Level 1: Performing Marketing
https://www.youtube.com/watch?v=Eeg1DEeWUjA
2. Recommendation Engines
Intro video by Harvard

12. Real works | Level 1: Performing Marketing
3. Programmatic Advertising
Ad Exchange
Buying & Selling ads
Marketers Publishers
Automated Bidding

13. Real works | Level 1: Performing Marketing
3. Programmatic Advertising
AI  Optimization

14. Real works | Level 1: Performing Marketing
3. Programmatic Advertising
https://www.doubleclickbygoogle.com/
https://www.refuel4.com/
https://revealbot.com/
https://www.trapica.com/
http://zalster.com/
http://www.aitarget.com/

15. Real works | Level 1: Performing Marketing
4. Virtual Assistant
Speech
Recognition
Conversional
Commercial

16. Real works | Level 1: Performing Marketing
5. Forecasting

17. Real works | Level 2: Tapping into Creative
1. Creative Campaign
http://adage.com/article/digital/toyota-artificial-
intelligence-rav4-campaign/307544/
TOYOTA RAV4
“RAVtivity machine”
• Target Profile: RAV4 buyers are one of Toyota's
most active audiences, seeking out new
journeys, and we wanted to tap into that
adventurous behavior
• Idea: “Built to take your activities further”
Connect the crossover to the favorite activities of
individual consumers, but in an unpredictable
way.
• Method: Combined Facebook's behavioral data
with AI-created activities to deliver hyper-
relevant content, personalized to their interests
Timing: January 2017 - Market: US
Agency: Saatchi & Saatchi LA

18. Real works | Level 2: Tapping into Creative
1. Creative Campaign
Input:
Top 1,000 activities
IBM’s Watson
Output:
Pairing two activities that
had low probabilities of
being matched

19. Real works | Level 2: Tapping into Creative
1. Creative Campaign
Used the pairings to
create 300 unique videos
“a whole new level of creativity that allows
us to even think more outside the box”
which are being targeted at users
on Facebook and Instagram.

20. Real works | Level 2: Tapping into Creative
2. Creative Automation
https://www.makethunder.com/dco
Creative Targeting Creative Testing
Real-time digital advertising through
automation and optimization of the creative process

21. Real works | Level 2: Tapping into Creative
3. Creative Tools
paint in different styles
compose music
write horror fiction
more & more
significant creative tasks

22. Real works | Level 2: Tapping into Creative
3. Creative Tools
McCann Japan’s testing results:
- “Human”: chosen by 54% random respondents
- AI creator: most chosen by advertising professionals
https://www.youtube.com/
watch?v=8cWHxd3k4gs
https://www.youtube.com/
watch?v=wMQ1AHB2XhQ

23. Real works | Level 2: Tapping into Creative
3. Creative Tools
Internal AI
Strengthen culture &
Enhance knowledge
https://www.jwt.com/en/news/announcing-pangaea-our-global-ai-
uniting-the-knowledge-and-expertise-of-our-12-000-employees-1-1
http://www.adweek.com/agencies/microsoft-partners-
with-publicis-to-develop-global-ai-platform-marcel/

24. Real works | Level 3: …

25. QR CODE

26. What is QR code?
- Direct to a landing page/ social
media page/ e-commerce
- Dial business number
- Send a message
- Send an email
- Download apps
- View location
- Process payment
…

27. https://blackrhinodesign.com/project/case-study-mvisa-mobile-app-for-push-payments/
QR code is really convenient for payment

28. QR Code to Facebook page

29. BEACON

30. What is Beacon?
Bluetooth Low Energy
• Low energy requirements
• Cheaper than traditional Bluetooth
• Simple applications

31. How Beacon works?

32. How to utilize Beacon?

33. How to utilize Beacon?
PUSHING
MESSAGE
• Targeted advertisements
• Special offers
• Helpful reminders
• Useful info
http://www.ibeacontrends.com/use-beacons-changi-airport/
Navigate through Changi Airport with Beacon

34. THANK YOU
May the Purpose be with us!
- HỒ BẢO TRÂM (BON HO) -