Marketing Cognitive by Kiran Ajbani

© 2015 International Business Machines Corporation

Kiran [email protected]

Cognitive Commerce

2

Understandthe world through

sensing and interaction.

Reasonusing hypotheses

and arguments.

Learnfrom experts and

through data.

Cognitive systems can:

Helping enterprises become Cognitive Businesses

through the power of Cognitive.

© 2016 IBM




Gen 1




Gen 2




Gen 3



through data.



through data.

Reporting, Business Intelligence & Visualization Advanced Analytics/Predictive Analytics


Reasonusing hypotheses

and arguments.


Right

CE

Right

Time

Right

Offer

11

D

I

G

I

T

A

L

O

F

F

L

I

N

E

E

v

e

n

t

s

WEB

APP

3rd Party Paid

Email

SMS

Push

I

N

B

O

U

N

D

O

U

T

B

O

U

N

D

A

S

S

I

S

T

E

D

WALL

STORE

CALL CENTER O/B

Browsing iPhone 7

CALL CENTER I/B

Journey

Scenario

Progressive Web Form – Capture Number

Real-Time Number Match with Existing Customer

Cookie Drop & Behavior Capture -Attribution

Session Abandonment

SMS with confirmation of appointment + Link to iphone7 features with Offer

Content/Offer Re-organization per History of Purchases

Cookie Synch with External DSP

Ad Serve

Auto-Placement into O/B Program-Session Replay- Co-Browsing

Real-Time offer based on Conversation – Buy Watch with i7 and get 5% off

Email/Call to Visit Closest store for viewing the phone

Provides Mobile Number/Offer Print to Store Rep

Real-Time Number Match with Offer Details to RepAttribution and Live Profile

Rep Presents the watch offer to Customer with In-Store Choices

Auto-Trigger of personalized SMS

Customer wants to see more choices and is led to WALL –Registers Email

Customer WALL Choice is registered with Email against same Mobile

A

c

t

i

o

n

Auto-Trigger of personalized Email

Customer clicks Email stating Watch has reached store receives other recommendation on landing page

Purchase Recorded

Thank You Email with APP link

Real-Time

Dynamic

Omni-Channel

Content Re-organization per behavior

Session Record- Why Analysis(Forced/Natural)

App Push to Like on Social and Share on Social

Customer on App/ Social


12

Cognitive

Experiences that

are re-defining

commerce

Marketing Cognitive by Kiran Ajbani

Marketing

Transcript of Marketing Cognitive by Kiran Ajbani