Age of autonomy DMA &Then Conference by Larry Smith

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DATA AND MARKETING IN
THE AGE OF AUTONOMY

DATA AND MARKETING
IN THE AGE OF AUTONOMY
Larry W. Smith
@lwsmith10011

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AUTONOMY IS DIFFERENT THAN AUTOMATION
AS HARDWARE IT LOOKS DIFFERENT
AS SOFTWARE IT ACTS DIFFERENT
AUTONOMY IS RICH WITH DATA
MANY EMERGENT MARKETING OPPORTUNITIES
© 2017 Larry W. Smith @lwsmith10011

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LL
WE CAN DO IT!
 Independent
 Self-sufficient
 Connected
 Informed
 Adaptable

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PEPPER, A COMPANION

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HOSPITALITY - HOTEL CHECK-IN
http://www.cnn.com/travel/article/hotels-robot-future-travel/index.html © 2017 Larry W. Smith @lwsmith10011

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ROAR! . . . IN 4 LANGUAGES

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BOTLR, THE HOTEL BELLHOP

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MAN’S BEST FRIEND, SPOTMINI

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KNIGHTSCOPE SECURITY PATROL

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HIGH TECH – SOFT TOUCH
• Unique and novel
• Interact on a personal level
• Modestly and briefly engaging
• Self-sufficient
• Adaptable
• Always on

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HOW DO THEY DO THAT?
• Packed with sensors: sight, sound,
motion, touch, GPS
• Well trained in Natural Language
Processing (NLP) and Image
Recognition
• Adaptive with Machine Learning (ML)
• Local and Cloud processing plus data
collection and analysis
• Control and override by phone

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SELF DRIVING CAR

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LIVING ROOM ON WHEELS

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MOBILE HOME

MOBILE CONFERENCE ROOM

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A NEW DATA RICH PLATFORM

PACKED WITH ADVANCED LASER, RADAR, IMAGING AND
COMPUTATIONAL TECHNOLOGY

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NEW VEHICLE, RICH WITH MARKETING OPPORTUNITIES
• New products just for the car to entertain, eat, cook, work, and sleep
• On-the-road delivery and retail rendezvous
• Branded content like road trips and special curated destinations
• Out-of-home advertising and smart billboards will recognize,
respond, and tailor messages; can be 2 way!
• Streaming entertainment (video, audio, gaming, AR/VR) will be
mobile aware and context sensitive
• Social networks formed on the road by proximity, routes and
destinations (Waze +2)

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LONG HAUL SHIPPING

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FARM FOOD

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HARVEST 24/7

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DELIVERY BY AIR

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FULL TIME, ON TIME
• Operating 24 hours to maximize asset value
• Offset rising labor costs
• Use data for greater precision and economy with benefits for fleet
management, routing, and maintenance
• Time sensitive delivery and harvesting
• Farm vehicles preform many functions with multiple sensors for
weather, ground conditions (water), and weeding (spray)

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IN THE OCEAN

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FLYING COMBAT

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EXPLORING MARS

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EMERGENT OPPORTUNITIES
• In harms way . . . places where people no longer need to be present
• Collecting and transmitting huge volumes of data for local use and
overall mission value
• Multi-task using a broad spectrum of tools, sensors and cameras

BANK ON IT

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ATMS MADE IT
CHEAPER TO
OPERATE A
BANK BRANCH
SO MORE
TELLERS
WERE NEEDED
AS BRANCHES
WERE MORE
AFFORDABLE

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CLEAN HOUSE

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DATA
COLLECTION
EVERYWHERE
WITH
INTERESTING
USES
AND
PENALTIES

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COLLECT TRASH

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• Wifi with advertising at log-in
• Billboard and brand wrapping
• Functional
• Transmits fullness status to increase
efficiency of service and route
optimization
• Compacts automatically
• Self sufficient solar chargers
BIG BELLY
TRASH CANS

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ENGAGE ME

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AI billboard “evolves”
according to how
users interact with it;
uses facial
recognition to gauge
if people look happy,
sad or neutral.
A "genetic algorithm"
determines which
"genes" in the ads --
elements like image,
copy, layout, fonts --
are successful.

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In store kiosks
generate 10 to 20
times more sales per
square foot than
conventional retail
space
Put them in any high
traffic, audience
target location
Transmit data,
transactions and
inventory and more
BUY/SELL ANYWHERE

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Vending Machine
with embedded
camera to identify
your gender and
age, allowing it to
suggest targeted
products.
It remembers your
purchasing history,
so it will tailor its ads
to you every time
you use it.
Pay with phone app.

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AMAZON PROTOTYPE STORE
• Grab and Go
• Autonomous, no check out
Amazon GO app
logs customer in
Computer vision,
sensor fusion, and
deep learning
know when you take
an item (or return it)
No lines, no checkout

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YES WE CAN
 Personal
 Targeted
 Social
 Mobile
 Connected
 Evolve

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X.AI MEETING SCHEDULER
• Automagically schedules
appointments
• Saves time
• Eliminates frustration
• $40 million invested
• Limited beta release after 3
years

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L’OREAL MAKEUP GENIUS
• Facial scanner
• Analyzes 60 characteristics
• Real time presentation of
products and shade mixes
• Smart personal profile with
preferences and inferences
• Direct in-app purchase
• Mobile

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XIAOICE CHATBOT: AUTONOMOUS FRIEND
• Over 20 million registered users
• The average user interacts with the
service 60 times a month
• +850,000 followers on Weibo
• Ranked as Weibo’s top influencer
XIAOICE (sh-ih-ow-ice)

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FACEBOOK MESSENGER BOTS (APPS) AND CHATBOTS
• Over 35,000 bots from
100,000 Developers
• 60 million businesses on
Facebook Messenger
• AI-powered M assistant
• Full engagement loop; e.g.
from food, recipes,
reservations or delivery
• Access to FB user data

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AI DESIGNED TO CREATE PHONE
CASES TERRIBLY MALFUNCTIONS -
FILLS AMAZON WITH 31,000+ HILARIOUS PRODUCTS

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• Emarsys for email marketing automation and
customer lifecycle management;
• Sentient for conversion rate optimization;
• Albert.ai for display and mobile ad management;
• Narvar for customer order updates and tracking;
• YotPo for user-generated content management;
• Pixlee for curating consumer images from social
media.
COSABELLA REPLACED ITS AGENCY WITH
ARTIFICIAL INTELLIGENCE – REVENUE UP 60%

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WHAT MAKES ALBERT AUTONOMOUS?
Makes Decisions Unaided
Works at the Non-Linear
Process Level
Combines Marketing
Intel with Brand Intel
Becomes Smarter Over Time
Real-Time Discovery + Action
Albert processes and analyzes massive
amounts of data, and then makes the
decisions a human would otherwise make,
and acts in response to those autonomously
(unaided).
Albert doesn't just automate single
tasks; he manages entire non-linear
processes. Unlike a production line
process, where one step is completed
before the next begins, non-linear
processes are comprised of multiple
interconnected variables that can all
change simultaneously, changing
some or all other variables as a result,
several times per second.
Albert’s algorithms are patented and have
been “training”—or gaining intelligence about
the digital marketing ecosystem as it
evolves—for years. As the ecosystem
changes, Albert learns and adapts to it.
Albert brings this constantly-evolving digital
marketing intelligence with him to every brand
he works with. It comes standard, you might
say. When he adds a brand’s campaign data
and assets into the mix, continuous
autonomous learning is required to adapt to and
execute as the landscape shifts in response to
the new stimuli.
Learns to execute real-time ad
targeting, creative optimization,
budgeting,
creative reallocation,
and deliver brand insights.

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PROGRAMMATIC MEDIA BUYING AND PLACEMENT
• End-to-end digital delivery and data
• Fully automated digital process
• Highly subject to learning & retargeting
• Beyond real time bidding and auctions
• Public and private exchanges
• Subject to fraud and brand safety
issues

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DATA & MARKETING AUTOMATION
RAPID GROWTH PHASE . . .
WITH MASSIVE DISRUPTION
AUTONOMY: WE’RE NOT THERE YET

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AUTOMATE REPETITIVE
TASKS, INTEGRATE TO CRM

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BUSINESS BENEFITS
• Machines work 24/7
• Consistent quality output
• Agile: test, learn, optimize
• Data rich
• Flexible for upgrades or repurpose
• Economics and ROI
• Emergent Opportunities

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INDIVIDUAL BENEFITS
• Avoid tedium
• More time to be productive and creative
• Create new knowledge
• Discover new opportunities, insights
• Access to new data
• Emergent Opportunities

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Jo Dee Messina – Bye Bye

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LARRY W. SMITH
lsmith@thematix.com
@lwsmith10011
STATE OF PLAY: AI-ENABLED PERSONALIZATION
Monday October 9th • 3:30 pm - 4:15 pm

Age of autonomy DMA &Then Conference by Larry Smith

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