This session was delivered in the IABC World Conference 2020, on June 15. https://wc.iabc.com/sessions/ Session Abstract: How do you cut through the clutter and connect with your audience? Can data make your message more credible? Can analytics help you craft compelling content? How can AI help understand your audience’s response? Today there is an over-abundance of information and a paucity of meaningful communication. Data and analytics can be invaluable aids in communication. Details: This session will cover four ways to enable this: Sourcing data to develop your idea: An idea becomes credible when backed by data. But where do you find the data? We’ll see how to get creative with public data sources. Taking the help of AI to build your narrative: AI needn’t be terrifying. With the open tools available, it can be a powerful aid in discovering insights and building a narrative Adopting storytelling to craft your message: A set of simple yet powerful principles can transform ordinary messages into powerful stories. Using content analytics to establish a feedback loop: Analyze your content and audience response in the form of text, video, and audio to get vital clues for improvement. This session will have live polls for audience feedback and there will be short exercises to absorb the content from each module. You’ll learn: How to find data to support your idea. Which AI tools and techniques can help develop your idea. How to establish a content analytics feedback loop to learn and improve.

1. How AI can help you make your
Audience sit up and take Notice
Ganes Kesari

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WHO SHOULD BE THE LEAD ACTOR FOR UNIVERSAL’S NEXT MOVIE?
Pictures credits: Eva Rinaldi, Toglenn, Dick Thomas Johnson, John Bauld

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THERE ARE MORE SCIENTIFIC WAYS TO ENGINEER MOVIE HITS
cinelytic.com

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WHAT DOES YOUR
AUDIENCE WANT?
HOW TO CREATE
EXCITING CONTENT?
HOW TO BUILD A
GREAT STORYLINE?

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INTRODUCTION
Ganes Kesari
Co-founder & Head of Analytics
“Simplify Data Science for all”100+ Clients
Insights as Stories
Help start, apply and adopt Data Science
@kesaritweets
/gkesari

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“Messages delivered as stories
are up to 22 times more
memorable than just facts.
- Jerome Bruner, Psychologist

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POOR INTERNAL COMMUNICATION COSTS ORGANIZATIONS OVER $37 BILLION 1
Over 50% of analytics projects fail due to bad storytelling 3
Sources: (1) Inc article: Costs of poor communication ; (2) Source: Business perform ; (3) Gartner paper: G00375080 ; (4) Survey by Tolero Solutions
Businesses with effective communication are 50% more
likely to have lower employee turnover 2
53% of people said unclear communication was the
biggest issue impacting the customer service experience 4

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WHERE DO MOST BUSINESS STORIES FALL FLAT?
Understand
the Audience
Generate an
Idea
Create the
Content
Build a
Narrative
Deliver it
Right

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Poll #1
Which of these areas do you think AI
can help you with storytelling?
(choose all that are applicable)
• Understand the audience
• Generate an idea
• Create the content
• Build a narrative
• Deliver it right

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WHERE CAN AI REALLY MAKE A BIG DIFFERENCE, TODAY?
Understand
the Audience
Generate an
Idea
Create the
Content
Build a
Narrative
Deliver it
Right

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UNDERSTAND THE
AUDIENCE
BUILD A NARRATIVE
CREATE THE CONTENT

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LOOK OUT FOR 3 TYPES OF SIGNALS
Review websites, social
media
INDIRECT
Website clickstream data,
contact center
INFERRED
Voice of Customer
surveys, Interviews
DIRECT

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DIRECT: LET’S TAKE THIS RESPONSE FROM A VOICE-OF-CUSTOMER SURVEY…
“I loved the product features and super-quick onboarding, but the great experience
did not continue while using your product. Your support teams have been helpful,
but I’m not sure whether I’ll buy again.”

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AND EXTRACT USEFUL SIGNALS BY TAGGING IT TO THE CUSTOMER JOURNEY…
Identify Customize Use Product
Deal with IssuesReorder
“I loved the product features and super-quick
onboarding, but the great experience did not
continue while using your product. Your
support teams have been helpful, but I’m not
sure whether I’ll buy again.”
“I loved the product features and super-quick onboarding, but the great experience
did not continue while using your product. Your support teams have been helpful,
but I’m not sure whether I’ll buy again.”

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GOOGLE SUGGEST: INDIA’S RELIGIONS
google.com

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GOOGLE SUGGEST: US’ RELIGIONS
google.com

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WITH COVID-19, OUR PRIORITIES HAVE CHANGED
April ‘20 June ‘20
google.com

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INDIRECT SIGNAL: PUBLIC DATA CAN HELP YOU UNDERSTAND CONSUMERS
Bain & Co - Ample Data, often free, can predict consumer behaviour through the Covid-19 crisis
https://trends.google.com/trends/

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INFERRED SIGNAL: WHICH THUMBNAIL WILL EXCITE THE VIEWER?
https://becominghuman.ai/how-netflix-uses-ai-and-machine-learning-a087614630fe

20. 20https://becominghuman.ai/how-netflix-uses-ai-and-machine-learning-a087614630fe
HOW CAN YOU PERSONALIZE IT?

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Poll #2
What is your level of familiarity with
Machine Learning / AI?
(choose one)
• Have used it
• Have some familiarity, but not used it
• Not aware of it

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UNDERSTAND THE
AUDIENCE
BUILD A NARRATIVE
CREATE THE CONTENT

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AI CAN WRITE AN ARTICLE FOR YOU
https://openai.com/blog/better-language-models/

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HERE’S AN ABSTRACT FOR MY TALK, WRITTEN ENTIRELY BY AI!
http://ai-writer.com/

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AI CAN GENERATE PICTURES FOR YOU
https://www.thispersondoesnotexist.com/ https://www.instapainting.com/ai-painter
Can you guess the one ‘real person’ from below? AI can ‘paint’ like an artist

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WHEN SHOWN A TABLE OF NUMBERS, AI CAN PICK THE RIGHT CHARTS FOR YOU
Data2Vis paper by Victor Dibia, Cagatay Demiralp

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UNDERSTAND THE
AUDIENCE
BUILD A NARRATIVE
CREATE THE CONTENT

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POWERFUL STORIES HAVE AN EMOTIONAL ARC THAT WORKS FOR THEM
Visual source: https://www.columnfivemedia.com/kurt-vonnegut-visualizes-stories-civilizationKurt Vonnegut video: https://www.youtube.com/watch?v=oP3c1h8v2ZQ

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HERE’S THE ARC FOR ONE OF THE MOST POPULAR STORIES OF OUR TIMES
Visual source: https://www.columnfivemedia.com/kurt-vonnegut-visualizes-stories-civilizationKurt Vonnegut video: https://www.youtube.com/watch?v=oP3c1h8v2ZQ

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“ There’s no reason why the
simple shapes of stories can’t
be fed into computers.
- Kurt Vonnegut

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MIT BUILT ML MODELS TO GENERATE THE SHAPES OF STORIES FROM VIMEO VIDEOS..
https://www.mckinsey.com/industries/technology-media-and-telecommunications/our-insights/ai-in-storytelling

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..AND ANALYZED THE SHAPES THAT PRODUCED THE BEST ENGAGEMENT
https://www.mckinsey.com/industries/technology-media-and-telecommunications/our-insights/ai-in-storytelling

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HERE’S WHAT YOU LEARNED TODAY: AI CAN HELP YOU WITH THESE
Understand
the Audience
Generate an
Idea
Create the
Content
Build a
Narrative
Deliver it
Right
• Direct • Storylines• Text
• Inferred
• Indirect • Picture/Video
• Visualizations
• Emotional Arc
• Business uses

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HOW DO YOU TAKE THIS BACK TO YOUR WORK?
• Office workflow integrations: Microsoft Powerpoint, Excel
• Text generators: AIWriter.com, talktotransformer.com
• Image generators: InstaPainting.com/ai-painter, DeepDreamGenerator.com
• Face generators: ThisPersonDoesNotExist.com, Generated.Photos
• Blog Idea generator: Hubspot.com/Blog-Topic-Generator
Printed
materials
EmailsProducts
Powerpoint Applications
Where can you apply this?
Which AI/ML tools to explore?
Customer
Connects
Employee
communication
Marketing
messages
Sales mailers
Partner
engagement
This is a fast-evolving space. Here are some places to get started:

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“No one ever made a decision
because of a number. They
need a story.
- Daniel Kahneman

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Poll #3
Session Feedback: How likely are you
to recommend this session to others?
(choose one rating)
• Number scale 1 to 10 (strongly recommend)

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THANK YOU!
@kesaritweets
/gkesari
gramener.com