My presentation from Salesforce Connections 2018. In it, I describe why it's important to think about a use case driven strategy for advanced analytics and AI.

1. Gib Bassett, Retail and Consumer Goods Customer Success Director
Geoff Rothman, Enterprise Solutions Engineer, Einstein Analytics
Build an AI Roadmap and Win the
Consumer Goods Intelligence Race
Wed., June 13
9 am, Campground Theater

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4. Agenda
• Seeing the Forest Through the Trees
• Assessing your Maturity
• Creating your Roadmap
• Demonstration
• Getting Started

5. New Product Introduction
Strategy
Robots and Drones
Beacons and IoT Personalization
RecommendationTrade Spend Optimization
Marketing Mix
Product Quality and Yield
Price Elasticity
On Shelf Availability
Intelligent Voice Assistants and Chatbots
Promotion Optimization
Demand Planning
Out of Stocks
Interactive Shelves
Predictive Maintenance

6. Why a Roadmap?
Notes from the AI frontier: Applications and value of deep learning
McKinsey Global Institute – April 2018
Understand which use cases and domains have the potential
to drive the most value, as well as which AI and other
analytical techniques are needed to capture that value.
This portfolio ought to be informed not only by where the
theoretical value can be captured, but by the question of how the
techniques can be deployed at scale across the enterprise.

7. Analytics Powers Business Success
“Top performers with advanced analytics strategies are
considerably more likely to enjoy growth in revenues and
operating margins of 15% or more.”
EY and Forbes Insights: Data & Advanced Analytics: High Stakes, High Rewards
“More than 85 percent of companies that report extensive use of customer
analytics claim their company achieves a significant value contribution from
customer analytics…companies start to reap substantial benefit from
customer analytics only when they achieve excellence.”
McKinsey: Why customer analytics matter

8. Analytic Strategy #1 Priority for CG Firms
Highlights from the
Retail and Consumer Goods
Analytics Study 2018

9. How to think about and communicate value
Source: McKinsey Advanced Analytics

10. How would you grade your company?

11. DEMONSTRATION
Einstein for the Marketer

12. Identify and Prioritize Use Cases
Low
Risk / Effort
HighLowMedium
Reward/BusinessValue
High
3
2
1
Medium
Low Hanging Fruit
Re-Assess
✓ Business Impact
How much can a decision or
process be improved relative
to the current state? What
does it mean in hard currency?
✓ Data Availability
What data sources are
required and can they be
accessed in a timely manner?
✓ Skills Required
What analytical skill will be
required? What modeling type
will be necessary? Do you
need help from a third party?
✓ Timeline
How soon can the project be
executed and operationalized?

13. Pre-Shop Shop Post-Shop
Your Consumer’s
Journey
#1 CRM Apps
Community Cloud
Marketing Cloud
B-to-C Commerce Cloud
B-to-B Sales Cloud
Service Cloud
Analytics
Data Sources Salesforce Data Other Data
Use Case DeploymentPackaged Custom
• Einstein Apps for
Salesforce Clouds
• MyEinstein (Sales Cloud
and Prediction Builder)
• Einstein Analytics
Platform
• Einstein Discovery
• Einstein Vision and Language
• Unique models, scores, and
attributes developed by your team
• Delivered via APIs, Heroku PaaS
ML Services, SI Partners
Analytics in the Service of Superior Customer Experience

14. Get Started Today
1. Answer the question: “What does analytics mean to our business?”
2. Identify and prioritize use cases in collaboration with LOB managers
3. Prioritize high value quick wins
4. Build and evolve a use case portfolio
5. Focus on measuring business value
Tweet us your use case ideas with #CGAIusecase

15. Meet Trailblazers!
See Solutions in Campground
Text TRANSFORM to 56237 for
newest IDC Research Report
Visit us at Dreamforce!
Sept. 25-28, San Francisco
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