A talk about how Brand Belonging plays a key role that will drive Digital Reinvention™ and where technology with Watson will support the marketing and sales business architecture, Downloads: Brand belonging study https://www-935.ibm.com/services/ibmix/brand-belonging/ Digital Reinvention™ https://www-935.ibm.com/services/ibmix/ Watson https://www.ibm.com/watson/

1. Marcel Baron, sr managing consultant
Digital strategy & iX, Global Electronics CoC
25 January 2018
How Watson can help to create differentiating
customer experiences
AI Masters - Berlin

2. 2 Imagine all devices are connectedIBM
Home Automation Smart Home
picture sources : pinterest

3. 3 Your new pal manages everything in and around the houseIBM
Home Personal Assistant

4. IBM4
WHO ’stalking WHO?
BUSINESS
CONSUMERMACHINE
M2C
C2M
M
2B
B2M
B2C
C2B
M2M C2C
B2B

5. IBM
Deliver the exceptional brand experience
5
Connected
+ voice command control, brand
connected apps
+ data connected App, fitness, health
data, Location
+ limited combined and integrated
Platform
+ OS hub, app hub
+ data collected connected hub
+ integrated in one environment
limited AI
Eco system
+ AI app, dynamic combined apps,
+ AI systems decide
+ integrated omni channel + AI Advice
Single
CHANNEL :
web, phone, sms, email, social, chat,
individual apps
CONTEXT
data user provided, 3rd party, brand
app
EXPERIENCE
separated

6. IBM6
EXCEPTIONAL
BRAND
EXPERIENCES

7. IBM7
Market dynamics
Millennials
Technology
• Smartphone
• SmartWatch
• Internet of Things
• Voice enabled digital assistant
• Robots
• Fitnessband
Market opportunity
Source: IBM Institute for Business Value Millennial Survey
MASS
MIGRATION
POLITICAL
POLARIZATION
ECONOMIC
INEQUALITY
EROSION
OF TRUST
INCREASING
ISOLATION
BELONGING
DEFICIT
• Tablet
• eReader
• Virtual Reality
• Augmented Reality
• Personal Drones
Brand Belonging

8. IBM
Exponential growth in
digital consumption
1 trillion connected devices
2.5 quintillion bytes of data per day
8

9. 9
The average consumer
is exposed to
brand messages per day.
10,000 13
Attention spans have
dropped from 12 to
over the last 15 years.
8
14
SECONDS
Consumers switch
between screens up to
per hour.
21
13
TIMES
consumers would
for a better customer experience.
PAY MORE 16
55% of
18–24 year olds share they’ve
with a brand or business.
NEVERFELT
15
40% of
AN EMOTIONAL CONNECTION
“[CMOs must] rethink every aspect of strategy, design and operations to enhance customers’ experiences with their organization.”
(IBM Global C-Suite Study, CMO Perspective, 2016)
See works cited on page 34.
17

10. IBM10
Everyday
Enrichment
Compelling
Relationship
Trustworthy
Excitement
Activated
Purpose
Empowered
Community
Empathetic
Innovation

11. New
Focus
New
Expertise
New Ways
to Work
Actionable
Insight
Responsive
Operations
Orchestrated
Ecosystems
Restless
Talent
New
Business
Models
Market
ActivationExperience
New
Focus
New ways to work
New
Expertise

12. IBM12

13. IBM13
Do the readiness test
Cloud
Cognitive &
Analytics
Mobile
Internet
of Things
Social
Security
New
Focus
New
Expertise
New Ways
to Work Actionable
Insight
Responsive
Operations
Orchestrated
Ecosystems
Restless
Talent
New Business
Models
Market
ActivationExperience
New
Focus
New ways to work
New
Expertise
Exploring
Developing
Implementing
Living
Leading

14. IBM14
Marketing & Sales business architecture

15. IBM15
W A T
S O N

16. IBM16

17. Watson Advertising / IBM Audience Targeting
Appendix
17
WATSON Marketing
Deep Learning
Is a sub-set of machine learning,
which is a subset of A.I. It represents
massive opportunity as the latest
technological advancements in this
field, and only came into the public
arena within the last several years.
Neural Networks
Are a type of deep learning
technologies.
Artificial Intelligence
Early pattern matching and rapid problem solving via explicit training
Machine Learning
Human insight aided by statistical modeling
Deep Learning
Multi-layered unassisted
algorithms fueled by advances
in graphical processing
capacity in the cloud
MEDIA MATH
ROCKETFUEL
GOOGLE
FACEBOOK
APPLE
AMAZON

18. 18
connect the
IBM
Can you
…………………………………………?

19. IBM19

20. +31 653 978 643
marcel.baron@nl.ibm.com
@b2c2d