By Ratnesh Mehra Director- CX Strategy & GTM, India For more ino visite: https://www.paulwriter.com/letstalkcx/drive-innovation-in-marketing-cx-with-ai-ml-and-eq/

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The Future of AI in
Marketing
Ratnesh Mehra
Director- CX Strategy & GTM, India
November 23, 2018
Confidential – Oracle Internal/Restricted/Highly Restricted

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Safe Harbor Statement
The following is intended to outline our general product direction. It is intended for
information purposes only, and may not be incorporated into any contract. It is not a
commitment to deliver any material, code, or functionality, and should not be relied upon
in making purchasing decisions. The development, release, and timing of any features or
functionality described for Oracle’s products remains at the sole discretion of Oracle.
Confidential – Oracle Internal/Restricted/Highly Restricted 2

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3© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Why are we talking about AI
all of a sudden?

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4© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Businesses like Amazon have rewired our brains

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5© 2017 FORRESTER. REPRODUCTION PROHIBITED.
The buyer journey increases in complexity

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How do I increase
CLTV?
How do I create Omni-
channel experience?
Marketer’s dilemma
Who is the Audience?
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?
What is the message?
What is the best
product?
What is the
customer Journey?
What is the best
time?
9%Behavioral data used

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Marketer need to be Creating Emotional
Connections
Emotional Experiences
Seamless, Immediate, Personalised, Data-led
Employees and Customers

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Digital Marketer’s Journey
Past, Present and Future

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No Data Strategy
Low Engagement
• Marketers primarily target end customers on Email
channel
• Minimal use of data for personalization.
“Hello Peter, here is an offer for you”
MARKETING EVOLUTION
No data
strategy Batch and Blast

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Source: eMarketer
Batch and blast: Revenue vs. Send
Point of Campaign Disengagement
Campaign Crisis
Revenue
# of Messages
-14.1%
Transaction-to-Click
Rate
-25.4%
Transaction Rate
-27.8%
Revenues Per Email
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YoY impact

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Heuristics* using Data models
Effectiveness limited to a marketers prediction
MARKETING EVOLUTION
Heuristic
No data
strategy Batch and Blast
Segmentation
Filters
List-cuts
*Heuristics are strategies derived from previous experiences
with similar problems.

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1st Party Data
Purchase History
Favorites
Recommendations
Web Analytics
Preferences
Loyalty
Demographics
Shopper Flags
Syndicated Segments
Buyer Flags
3rd Party Data
Email | SMS | Mobile | Web
Purchased | Converted Cart | Browse | Search Abandon
Behavioral Data
Sent Open Clicked
Heuristics data models
Manual Analysis

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Testing models Data Strategy
Matured marketers use data for testing
MARKETING EVOLUTION
Statistical
Models
Heuristic
No data
strategy
Batch and Blast
Segmentation
MVT
STO
A/B Testing
Filters
List-cuts
Behavioral data
Multivariate Testing Send Time Optimization
25%
Lift in Revenue
Per Email

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MARKETING EVOLUTION
Batch and Blast
Segmentation
MVT
STO
A/B Testing
Filters
List-cuts
AI
Statistical
Models
Heuristic
No data
strategy
Paradigm shift to AI

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Consumer data
explosion
Pace of Marketing
• Real time decisions for Marketing
based on the live data feeds and
conversations including from
Chatbots/ bots
• Growing number of channels
• Marketing as a Sales function
Segmentation vs. Individual Marketing/Sales
Most sophisticated testing models still optimize at a Segment level.
The highest degree of optimization needs segment of one.
• Recent years have shown tremendous
growth in consumer data
• With IoT devices, the we are producing
2.5 quintrillion bytes of data/yr
• 460K tweets per minute on Twitter
• 3.5 billion searches day
• Data is the Fuel for AI
• Manual analysis is ruled out
Why AI is the Marketing future?

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AVAI L A B L E N O W
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• Personalized product & promotion
recommendations
• Coordinated content at email open-time
• Marketing event and consumer data
ingestion
• AI Intelligent Switch for Oracle Responsys
Program
• Supervisory controls
• Full GDPR & DP support
AI Apps for CX: Marketing
Provide an optimized, seamless experience for your
customers by delivering timely marketing
communications through the best channel for them.

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AVAI L A B L E N O W
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• Personalized product & promotion recommendations
• Multi-site support
• Multi-channel Insights reporting
• Coordinated content at email open-time
• Supervisory controls
• Connected Audiences
• Personalized Search
• Full GDPR support
• Advanced 3rd-Party Commerce Integrations & Status
Reporting
• Restrictions & Exclusions
AI Apps for CX: Commerce
Provide a personalized, seamless experience to
first-time visitors and known consumers across
commerce, marketing and digital.

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CX Journey Empowered by AI
18

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I’d like you to meet Yoga
Jane. Yoga Jane is a yoga
teacher based in Los
Angeles, CA. She is all
about her health, being
mindful, eating organic
food, having an active
lifestyle, and supporting
charitable causes.

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Automatically Activates Creation of Lookalike Audience in DMP

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Before AI Apps for CX, We Only Get Half the Picture
With AI Apps for CX Without AI Apps for CX
Oracle Data Cloud Profile

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Before AI Apps for CX, We Only Get Half the Picture

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Delivers Personalized Product Recommendations
Real-Time
Clickstreams…
Weather, Location…
Purchase Histories,
Promotion Histories,
Product Catalog…
Wellness, Yoga, Luxury
Shopper, Others’ Behavior

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Delivers Personalized Product Recommendations

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Blends Recommendations with Intelligent Search
User-Generated
Content
1st-Part Data
3rd-Party Data
Recommendations

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Connects Intelligence Across Commerce and Marketing
Commerce Marketing

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Dynamically Delivers Fresh Recommendations at Open-Time

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Connected Intelligence Across Online and Offline

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