AI - AKA · KPI: User Engagement. ChannelsAttribution–last click 24 type footer here. AI based...
Transcript of AI - AKA · KPI: User Engagement. ChannelsAttribution–last click 24 type footer here. AI based...
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AI
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Agenda – Business AI Use-cases in Marketing
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1. AI Definition
2. Virtual Digital Assistants
3. Image Recognition
4. Machine Learning
5. Chatbots
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Definition
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What’s AI?
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No explicit programming
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Nemodelujemesvět, ale mysl … … a učíme ji.
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Business Usage
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2. Virtual Digital Assistents
& NLP
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AI PROLIFERATION & USE
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3. Image recognition
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Mobile Devices
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Healthcare
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Společnost patřící Googlu vyvinula umělou inteligenci, která dokáže rozpoznat přes 50 očních onemocnění. Učila se na 15 tisících skenech
https://zahranicni.ihned.cz/c1-66218270-spolecnost-patrici-googlu-vyvinula-umelou-inteligenci-ktera-dokaze-rozpoznat-pres-50-ocnich-onemocneni-ucila-se-na-15-tisicich-skenech
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Video –Fischer AI
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Marketing – Personalization121 or sex / emotions
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4. Machine Learningfor personalization
usage
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Machine Learning: Facebook
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Source Data: Our FB Activity
Algorithms: Content and Ads targeting
KPI: User Engagement
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Channels Attribution– last click
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AI based Optimization Features
25
10x
higher
revenue
during
the test comp to
standard test
approach
30% uplift to
control group
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AI Based Content
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5. Chatbots
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PossibleApproaches to a Chatbot Creation
TYPE FOOTER HERE 29
1. Standard – work within the frame of pre-defined scenarios (inputs are usually in a form of simple inputs like (Yes-No, Selection Buttons or Simple Phrases)
2. Advanced – use of Natural Language Processing (English and other frequent languages are not an issue, Czech is limited) and ML to teach the bot
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Chatbot Possible Usecases
TYPE FOOTER HERE 30
Chatbots to replace search to find
customized offerings.
•travel-planning search engine Hipmunk provides automated advice to would-be travelers via chatbots on Facebook Messenger and Slack.
Re-purchases
•E-Retailer – the same order as the last time / my default order
Service communication
•basically the same as email comm
•order statuses
•satisfaction feedback
Coupon chatbots
•to help customers find the right promotions and offers.
Survey, Polls
•NPS info getting
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Agenda
•Case study – Dr.Max Nuance / Chyť si mě
•Case study – Ford / 300 000 fordů = 300 000 příběhů
•Case study – Sensodyne / Icecream challenge
• Jak na vytvořit chatbota krok za krokem
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DR.MAX NUANCE / 32
DR.MAX - NUANCE Chyť si mě
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Video
FORD / 33
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DR.MAX NUANCE / 34
Cíl kampaně
Cílem kampaně bylo rozšíření povědomí o nové kosmetické značce
Kreativní řešení kampaně
Protože víme, že ženy jsou sběračky, kosmetiku shromažďují a zároveň mají pro
krásné věci slabost, vytvořili jsme z každého produktu unikátního motýlka,
kteří provázeli celou soutěž.
Účastníci soutěže měli za úkol „rozšířit si svou sbírku“ tím, že pravidelně
sledovali blog BB, kde mohli lovit indicie a ty následně směnit za výhru –
produkt.
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DR.MAX NUANCE / 35
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Soutěž
Celkově jsme rozdali 500 výher
1. kolo 100 ks
2. kolo 150 ks
3. kolo 250 ks
DR.MAX NUANCE
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FORD/ 37
Mechanika
soutěže
500 ks kosmetiky
NUANCE dle vlastního výběru
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DR.MAX NUANCE / 38
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Mechanika
3 kola soutěže (14 denní)Sdílení výhry
losování a
vygenerování
kódu
kontrola
hesla
zaslání hesla
Databáze s hesly a kódy
FB BeautyBuzz
ChatbotMessenger
• každý post zveřejněný v období
soutěže skrýval indicii
• cílem bylo najít 4 části hesla
v soutěžních postech
• a zkompletovat části hesla do jedné
věty
• kompletní heslo poslat chatbotovi do
zprávy na FB
• chatbot na základě správné odpovědi
a náhodného výběru rovnou oznámil
výhru, či neúspěch
• v případě výhry chatbot odeslal
výherní kód a link na e-shop, kde si
výherce vybral konkrétní produkt a
objednal si jej
zaslání výherního
kódu pro nákup
DR.MAX NUANCE
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Chatbot
Výhry vyhodnocoval na základě:
1. správné odpovědi
2. náhodného losování
DR.MAX NUANCE
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FORD / 41
300 000 prodaných vozů FORD
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FORD / 42
Cíl kampaně
Cílem kampaně byla oslava úspěchu značky a rozšíření povědomí
Kreativní řešení kampaně
Účastníci soutěže přes chatbota vyplní s námi nasdílí své zážitky a životní
příběhy, které zažili s Fordem. Chceme tam upozornit na to, kolik spokojených
majitelů těchto mazlíků je mezi námi.
Soutěžící vyplní kontaktní údaje, nahrají soutěžní fotku a napíší svůj Ford
příběh. Vše je odbavováno přes Messenger na FB stránce Ford ČR. Fotky a
příběhy se po schválení automaticky zveřejňují ve FB fotogalerii. A výherci
týdenních výher jsou pak průběžně zveřejňováni na FB profilu Ford.
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FORD / 43
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FORD/ 44
Motivace
12 průběžných výherců
pobyt v 4* hotelu dle vlastního výběru
a Ford Mustang na týden s plnou nádrží
1 celkový vítěz
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FORD/ 45
Mechanika
12 kol soutěže (týdenní)
369 účastníků
385 fotek a příběhů
Vyhlášení vítězů
uložení zaslaných
příběhů
schválení
obsahu
nahraní příběhů
do alba
nahrání
os.údajů, příběhu
a foto
Databáze
FB Ford
ChatbotFB Album
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FORD / 46
Chatbot komunikace
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Výsledek
Schéma
Nasbíráno 315 fotek a příběhů
FORD / 47
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SENSODYNE / 48
SENSODYNE Ice Cream Challenge
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SENSODYNE / 49
Soutěž na sociálních sítích pro značku SENSODYNE
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SENSODYNE / 50
Cíl kampaně
Cílem kampaně je rozšířit povědomí o problematice citlivých zubů.
Kreativní řešení kampaně
Ice Cream Challenge – soutěž, ve které se soutěžící snažit sníst zmrzlinu co
nejrychleji. Ukazujeme tak právě na problematiku citlivosti zubů, protože
citlivé zuby reagují špatně na ledové, horké či kyselé. Soutěžící mají za úkol
posílat/nahrávat videa, jak rychle se umí popasovat s ledovým (sníst kopeček
zmrzliny) a ukázat tak, jestli s citlivostí zubů mají nebo nemají problém.
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SENSODYNE / 51
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SENSODYNE / 52
Mechanika soutěžě
FB – Soutěžící nahrávají svá videa pomocí
zprávy, kterou zašlou chatbotovi přes
Messenger, videa jsou poté nahrávány do
galerie videí.
Instagram - Soutěžící nahrávají svá videa
veřejně na Instagram, prostřednictvím
hashtagu #sensodyneicecreamchallenge je
pak můžeme trackovat a šířit mezi další
uživatele
Vyhlášení vítězů
uložení zaslaných
videí
schválení
obsahu
nahraní příběhů
do alba
nahrání
videí
Databáze
FB Icecreamchallenge
ChatbotFB Album
IS Icecreamchallenge =
2 kola soutěže (14 denní)
právě probíhá
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JAK NA TO?
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CHAT WITH BOT
JAK NA TO / 54
Chatfuel vs. Watson
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Seznamte se s Chatfuel
• K FB stránce se připojí online nástroj Chatfuel
• V jeho rozhraní se vyplní komunikační bloky
podle připraveného scénáře a nastaví se AI
• Chatfuel umí pouze jednoduché komunikační
boty, ale je možné na něj napojit vlastní aplikace
a databáze přes JSON API
• Při použití JSON API si chatbot může „pamatovat“
některé údaje (např. vy už jste nám psal), ale
neumí se z odpovědí samostatně učit a pokud se
ze stránky odpojí, ztrácí se veškerá data
• Nemá moc propracovanou analytiku, dokáže
ukazovat pouze počty oslovených lidí, nárůsty a
návraty
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https://dashboard.chatfuel.com/
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Náhled konkrétního
textového bloku
Uživatelský atribut
Volitelná tlačítka
Každý blok může obsahovat více karet
s různým obsahem. To zahrnuje
i pluginy (např. livechat) a integrace
aplikací třetích stran (např. Instagram)
Tok skupin a bloků
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Příklad Api 3.strany FB automatizace - FORD
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• automatizace nahrávání obrázků do FB alba
• na videa api není
• Api přes FB development x naše
• Musí splňovat podmínky pro GDPR a FB
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Nastavení
AI skupin
Konkrétní
nastavení
pravidel
komunikace
Může také z
nastavených
odpovědí
vybírat
náhodně
Reakce chatbota
na pravidla –
může odpovídat
textem nebo
blokem
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Příklad AI skupin - Playstation
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• tak trošku fake AI
• slouží k manuálnímu rozšíření komunikačního jazyka
chatbota
• dá se rozdělit do skupin = kategorií pro lepší orientaci
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Příklad AI skupin - Playstation
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Nastavení triggerů
pro broadcast
(např. podle
uživatelských atributů,
podle času atd.)
Vymezení času, kdy se má
broadcast uskutečnit
Nastavení konkrétního vzhledu zprávy
(stejné jako nastavení bloků)
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Agenturní kapacity
• Account Manager
• Social Media Manager
• Copywriter
• Data Analyst
… a kreditní karta!
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Social Media Manager
Account Manager
Kreativní oddělení Koncept
Realita
Klientovo
přání
Data Analyst
Technické
řešení
a nasazení
Chatb
ot
1.krok
2.krok
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Krok za krokem
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KonceptSocialMedia
StrategieMind Mapa Copywriting
Vytvoření chatbota
Testování
Korektury TestováníPřipojení
ApiTestování Spuštění Kontrola
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Mind Mapa
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Výhody a pozitiva
• snadná komunikace s uživateli
• automatizace a odbavení většího množství zpráv
• otevřené okno pro následující komunikaci (24+1)
• rozumí překlepům a podobným výrazům
• snadné napojení na Api 3.strany
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Technická omezení
• analytika je velmi omezena
(křestní jméno, příjmení, časové pásmo)
• obrázky a videa do velikosti 25 MB (messenger)
• neumí skloňovat jména
• nezná ironii
• po vypnutí chatbota ztrácíme nasbíraná data
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Learnings
• po soutěži nevypínat chatbota = uchovat data
• sbírat „nadstandardní“ data z komunikace do api 3.strany
• po soutěži můžeme v limitu 24+1 opětovně komunikovat s uživatelem
• dodatečně můžeme cílit reklamu pouze na účastníky soutěže
• počítat s překlepy u tvorby hesel = vyloučit je (nejlépe ve api 3.strany)
• počítat s tipovači = neprolomitelné heslo (nelogické/kreativní) a čas
nasazení
• počítat se zmatenými účastníky = sledovat dění na stránce
• u vícekolových soutěží zohlednit komunikace
(postupné přidávání komunikačních větví)
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DĚKUJEME
ZA POZORNOST