Randy Hlavac gave a presentation on merging technology and marketing in a cognitive world. He discussed how marketing has evolved from mass marketing to more targeted and automated approaches that increasingly utilize technology. Hlavac also summarized his career at Northwestern University working on various initiatives involving omni-channel marketing, data insights, and incubating startups. Additionally, he described the IBM and Social Media Marketing specialization course on Coursera that uses expert instructors, immediate application of knowledge, short focused videos, and gamification to teach effective social media strategies. Finally, Hlavac outlined Northwestern's vision for the future by leveraging technologies like cloud computing, cognitive AI, and real-time analytics and data across mobile, web,

1. Merging Tech & Marketing
in a Cognitive World
Randy Hlavac
Northwestern University
Sunday October 23, 2016

2. 10/23/2016World of Watson 20162
My Evolving Career at
Northwestern
OmniChannel
Initiative
DiSoMo
Marketing
Insights
Accelerator
Coursera
Incubator /
Entreprenuers

3. 10/23/2016World of Watson 2016
Mass Marketing
• Undifferentiated
• Aggregated Metrics
• Channel & Program
Targeting
• Minor Technology
Involvement
Direct & Integrated
Marketing
• Database
• Predictive
• Descriptive Targeting
• Technology
Augments & Support
Marketing
Marketing
Automation
• AI Driven & Managed
• Real-time
• Behavioral – not
Descriptive – Targeting
• Technology is
Marketing
Marketing’s Evolution
Today, technology & innovation are driving marketing

4. 10/23/2016World of Watson 2016
Today, we need the speed &
sophistication of Watson & Cognitive AI to
drive our automated marketing programs
Programmatic
Marketing
Marketing
Automation
Robo
Advisors
VIV’s
Referral
Community

5. IBM & Social Media Marketing
Specialization at Coursera
World of Watson 2016 10/23/2016

6. 10/23/2016World of Watson 20166
What is a MOOC?
Global
Video-
based
Peer
Evaluated
Massive
September 2015 - October 2016
Visitors 196,961
Enrollees 35,043
BlueMix Exposures 16,724
Program Completions [6
month course]
10,673
IBM Exposures 97,558

7. World of Watson 2016Page 7 10/23/2016

8. 10/23/2016World of Watson 2016
Global Intensive Education
What is Social?
• Structure
• Course
Structure
• Paid & Free
Tool Kits
• Social Trends
• What is Social
• Assignments
• Develop your
social tool kit
• What market do
you want to
develop?
• IBM Involvement
• C-Suite Study
• IBM ID
Power of Social
Listening
• Structure
• Big Data to
• Big Info to
• Big Insights
• Social War
Rooms & Crisis
Management
• Assignments
• Social Listening
to Define your
Professional
Market
• IBM Involvement
• IBM BlueMix
• Twitter
Assignment
• IBM Social
Analysis
Overview
Engagement &
Nurture Marketing
• Structure
• Engagement
Marketing
Strategy
• Nurture
Marketing
Strategy
• Infographics
• Blogging
• Assignments
• Develop &
Publish a Filter
& Focus Blog
• IBM Involvement
• IBM Silverpop
on Nurture
Marketing
• IBM Silverpop
on Nurture
Marketing B2B
and B2C
Examples
Content,
Advertising &
Social IMC
• Structure
• Paid, Owned &
Earned Media
• Gamification
• Facebook
Advertising
• Social IMC
strategy
• Gamification
• Assignments
• Promoting your
Blog with A/B
Split Message
Testing
• IBM Involvement
• IBM BlueMix
Celebrity Match
The Business of
Social
• Structure
• Social &
Business
Metrics
• Performance
Funnels & KPIs
• Building &
Justifying a
Social Business
Plan
• Assignments
• Evaluate the
success of your
blog marketing
effort
• IBM Involvement
• Experts on
Security,
Privacy & Data
Governance
• Expert on
Business
Metrics
Capstone
• Structure
• Build a
complete social
media
marketing plan
• Insights
• Competitor
Analysis &
SWOT
• Strategy
selection
• Empowering
Concept &
PVC
• Campaigning
Plans
• Forecasting
• Budgeting
• Justification
• Peer Review
• Certification
• IBM BlueMix
Focused on the individual & their professional & Business goals
New Courses start every 2 weeks
Chris Gruber
Russ Beardall
IBM C-Suite Study 2016
Ellen Valentine IBM Celebrity Match Matt Krull

9. 10/23/2016World of Watson 20169
Expert Based
Immediate Use
Short & Focused Videos
Gamification Increases Effectiveness
Develop Learning “Mantras”
What have we learned?

10. 10/23/2016World of Watson 201610
Expert Based Learning
Randy Krum
InfoNewt
President
Infographics
Expert
Stan Smith
Pushing Social
President
Blogging &
Social Branding
Expert
Ellen Valentine
IBM Silverpop
Nurture
Marketing
Evangelist
Seth Redmore
Lexalytics
CMO
Steve Dodd
SocialGist &
Boardreader
VP
Development
Joey Strawn
Industrial Strength
Marketing Director
of Integrated
Marketing
Gamification
Expert
Steffi Decker
Hong & Koster
VP
Testing &
Developing
Facebook
Advertising
Matt Krull
IBM
Expert on Data
Security,
Governance &
Privacy
Chris
Gruber
IBM
Social
Media
Analytics
Russ Beardall
IBM
IBM BlueMix
Expert
Jeff Davidoff
CMO
Walton Isaacson
Business Expert
Andy Crestodina
CEO of Orbit
Media
Digital Expert

11. 10/23/2016World of Watson 201611
Immediate Use of Knowledge

12. 10/23/2016World of Watson 201612
Short & Focused Videos 7 Minutes or Less
Chris Gruber
IBM
Social Analytics

13. 10/23/2016World of Watson 201613
Gamification Increases Effectiveness
Klout
Postings
Peer-to-peer
grading
Twitter &
LinkedIn
Feedback
Expert
Networking
Paid tool kits create looping

14. 14
Remember these 3-word Mantras!
Give to Get
•If you want to be an expert, give today’s experts the respect they have earned
•If you want to attract a market, give them what they want
Filter & Focus
•I am inundated by contact. FILTER through it and GIVE me the stuff I need to
know
Think Multi-media Engagement
•Today your high value markets are engaging all across the Social Pyramid
•Go where THEY are!
Communities not Networks
•Consumers form communities to discuss their aspirations & needs
•Find where they congregate
Ride the Wave
•Social is always evolving
•Use your professional network to identify trends & key topics

15. What’s Next for Northwestern?
Cloud Computing &
Storage Platforms
NUIA
Marketing &
Social Data
Provider
Academic
Institute
Cognitive AI &
General
Text Analytics
Incubator /
Entreprenuers

16. Mobile
Warehouse Warehouse Warehouse Warehouse
Web PVCs IoT &
Wearables
Social
Warehouse
Persona, Product &
Relationship Info
Moving towards OmniChannel
AI-Driven Real-time Marketing
Real-time Analytics
Warehouse
Video
Warehouse
Retail
Curated
Content
10/23/2016

17. 10/23/2016World of Watson 201617
Expert Based
Immediate Use
Short & Focused Videos
Gamification Increases Effectiveness
Develop Learning “Mantras”
Summary

18. Thank You