Alex Bartley-Catt - AIMCON
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The document discusses how to get started with artificial intelligence for marketing. It outlines that AI technologies are now more accessible but can be difficult to implement without understanding how to define problems and customers. It then provides examples of using design thinking approaches like creating user personas and journey maps to understand customer pain points in order to develop AI solutions that improve insights, interactions, and automate processes. This helps provide a starting point for applying AI to marketing.
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Alex Bartley-Catt - AIMCON
- 1. Artificial Intelligence for Marketing. How to get started. Why we’re here
- 2. The Problem - New found accessibility - Widely applicable - Can’t solve every problem - It’s hard to know how to get started Why we’re here
- 3. The Problem - New found accessibility - Widely applicable - Can’t solve every problem - It’s hard to know how to get started Why we’re here The Solution - Understand the technology - Define the customer - Map their experience and pain points - Design better customer experiences
- 4. “The science and engineering of making intelligent machines.” What is Artificial Intelligence?
- 5. What is Artificial Intelligence? “Giving machines the ability to simulate intelligent or human-like behaviour.”
- 6. Artificial Intelligence in 2018 Amazon Web ServicesIBM Cloud Google Cloud Microsoft Azure
- 7. Artificial Intelligence in 2018 Process Optimisation Machine Learning Cognitive Process Automation Campaign Automation Dynamic Content Delivery Sentiment Analysis Predictive Analytics Personality Insights Natural Language Understanding Cognitive Search Tone Analysis Chatbot/Virtual Agents Face/Image Recognition Personalisation Speech Recognition/Synthesis
- 8. Insight - Interaction - Automation Process Optimisation Machine Learning Cognitive Process Automation Campaign Automation Dynamic Content Delivery Sentiment Analysis Predictive Analytics Personality Insights Natural Language Understanding Cognitive Search Tone Analysis Chatbot/Virtual Agents Face/Image Recognition Personalisation Speech Recognition/Synthesis IMPROVE INTERACTIONS AUTOMATE PROCESSES GAIN INSIGHT
- 9. Insight examples GAIN INSIGHT Analysis of brand, campaign or product sentiment Predict sales and other customer actions Understand the customer’s personality, values, and needs Quickly search and surface relevant information Extract insights from customer communications Sentiment Analysis Predictive Analytics Personality Insights Natural Language Understanding Cognitive Search
- 10. Interaction examples IMPROVE INTERACTIONS Help customers self-service across platforms Understand customer emotion in real time Accurately transcribe text and synthesise natural speech Personalise marketing based on user actions Recognise faces, objects, and text Tone Analysis Chatbot/Virtual Agents Face/Image Recognition Personalisation Speech Recognition/Synthesis
- 11. Automation examples AUTOMATE PROCESSES Automate end-to-end business processes Build custom models to solve specific data problems Optimise processes to find efficiency Automate creation of campaign content and testing Automatically deliver content based on customer profiles Process Optimisation Machine Learning Cognitive Process Automation Campaign Automation Dynamic Content Delivery
- 12. Applying AI Process Optimisation Machine Learning Cognitive Process Automation Campaign Automation Dynamic Content Delivery Sentiment Analysis Predictive Analytics Personality Insights Natural Language Understanding Cognitive Search Tone Analysis Chatbot/Virtual Agents Face/Image Recognition Personalisation Voice Recognition/Synthesis IMPROVE INTERACTIONS AUTOMATE PROCESSES GAIN INSIGHT
- 14. About John John 54 years old Journalist/Broadcaster Salary of $200K+ Bachelor's Degree in English Married with two kids Lives in Ponsonby, Auckland
- 15. That’s why we care about John John 54 years old Journalist/Broadcaster Salary of $200K+ Bachelor's Degree in English Married with two kids Lives in Ponsonby, Auckland Goals 1. Buy a new guitar Bio Changing jobs Loves music and plays the guitar
- 16. Demographics John 54 years old Journalist/Broadcaster Salary of $200K+ Bachelor's Degree in English Married with two kids Lives in Ponsonby, Auckland Understand the customer Segment customers based on these variables Customise products, services, and marketing Inform business strategy
- 17. Understand your customer’s personality Segment customers based on psychographic variables Market to customers based on needs and values Understand buying preferences OCEAN Openness Conscientiousness Extroversion Agreeableness Emotional Range Needs Challenge, closeness, curiosity, harmony, structure. Values High openness to change Very low hedonism High self-transcendence Preferences Concerned about the environment Volunteers for social causes Prefers quality when buying Psychographics
- 18. Personality Insights demo - https://youtu.be/SRBHfkktcpU
- 19. A word on data WARNING!
- 20. To-do list John 54 years old Journalist/Broadcaster Salary of $200K+ Bachelor's Degree in English Married with two kids Lives in Ponsonby, Auckland Goals 1. Buy a new guitar Bio Changing jobs Loves music and plays the guitar OCEAN Openness Conscientiousness Extroversion Agreeableness Emotional Range Needs Challenge, closeness, curiosity, harmony, structure. Values High openness to change Very low hedonism High self-transcendence Preferences Concerned about the environment Volunteers for social causes Prefers quality when buying
- 21. To-do list John’s to-do list Buy new guitar
- 22. To-do list John’s to-do list Buy new guitar Insure new guitar
- 23. What else? John 54 years old Journalist/Broadcaster Salary of $200K+ Bachelor's Degree in English Married with two kids Lives in Ponsonby, Auckland Goals Bio Changing jobs Loves music and plays the guitar OCEAN Openness Conscientiousness Extroversion Agreeableness Emotional Range Needs Challenge, closeness, curiosity, harmony, structure. Values High openness to change Very low hedonism High self-transcendence Preferences Concerned about the environment Volunteers for social causes Prefers quality when buying Pain Points John’s to-do list Buy new guitar Insure new guitar Sell old guitar
- 24. Customer Journey Map Touchpoints Action Data KPIs Experience Pain Points Solutions Journey Stage Awareness Consideration Acquisition Service Loyalty
- 25. Customer Journey Map Touchpoints Action Data KPIs Experience Pain Points Solutions Journey Stage Awareness Consideration Acquisition Service Loyalty Research Google Search Google Adwords - New Users - Bounce Rate - Can’t find online - Too busy ?
- 26. Customer Journey Map Touchpoints Action Data KPIs Experience Pain Points Solutions Journey Stage Awareness Consideration Acquisition Service Loyalty Research Google Search Google Adwords - New Users - Bounce Rate - Can’t find online - Too busy ? Browse Social Media Website Twitter Analytics - Post Reach - Click Through ?? ? ? Purchase Web Analytics - NPS - Page Views Collect In Store CRM - Sales - Foot Traffic Get help Phone Call Log - CLTV - Referrals - Who can I trust? - When will I get the guitar? - Will someone be there to help? - I’ve got a problem!
- 27. Pain Points John 54 years old Journalist/Broadcaster Salary of $200K+ Bachelor's Degree in English Married with two kids Lives in Ponsonby, Auckland Goals Bio Changing jobs Loves music and plays the guitar OCEAN Openness Conscientiousness Extroversion Agreeableness Emotional Range Needs Challenge, closeness, curiosity, harmony, structure. Values High openness to change Very low hedonism High self-transcendence Preferences Concerned about the environment Volunteers for social causes Prefers quality when buying Pain Points 1. Buy a new guitar - Not sure what he wants - Too busy to visit guitar shop 2. Insure new guitar - Very specific service - Hates waiting on phone 3. Sell old guitar - How much should I sell for? - Too much hassle John’s to-do list Buy new guitar Insure new guitar Sell old guitar
- 28. Insight prototype 1. Buy a new guitar - Not sure what he wants - Too busy to visit guitar shop
- 29. Insight prototype 1. Build psychographic customer segments 2. Match products with customer segments 3. Target segments based on demographic data
- 30. John’s to-do list Buy new guitar Insure new guitar Sell old guitar
- 31. Interaction prototype video - https://youtu.be/oPIRKzJmM8g
- 32. John’s to-do list Buy new guitar Insure new guitar Sell old guitar
- 33. Automation prototype video - https://youtu.be/zmryVP-Yzxk
- 34. John’s to-do list Buy new guitar Insure new guitar Sell old guitar
- 35. How did we get here? - Understand the technology - Define the customer - Map their experience and pain points - Design better customer experiences
- 36. What is Design Thinking? “An approach to creative problem solving.”
- 37. What is Design Thinking? It’s about people.
- 38. Design Thinking Process INITIATE INVESTIGATE GENERATE COMMUNICATE EVALUATE PROTOTYPE
- 40. Design Thinking Process INITIATE INVESTIGATE GENERATE COMMUNICATE EVALUATE PROTOTYPE
- 41. Now what? How to get started - Understand the technology - Define the customer - Map their experience and pain points - Design better customer experiences
- 42. Start with people Design better experiences for John
- 43. https://personality-insights-demo.ng.bluemix.net/ IBM Personality Insights demo http://opendesignkit.org/methods/personas/ User Personas method http://opendesignkit.org/methods/journey-maps/ Journey Mapping method https://www.ideou.com/pages/design-thinking Design Thinking resources https://botsociety.io/ Chatbot prototyping tool https://appliedai.com/marketing/use-cases/1 AI Marketing use cases Get started From AIMCON 2018 The following resources were referenced at the AIMCON event. They’re intended to provide a starting point for anyone looking to learn more about the opportunity for Artificial Intelligence in their organisation. These resources are being provided as a convenience and for informational purposes only. Spacetime bears no responsibility for the accuracy, legality or content of these resources.