Let’s call it ‘Cognitive PR’

Neville Hobson - @janglesIBM Social Consulting

CIPR London, February 11, 2016

Smarter Measurement

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Automation is fast approaching and by 2018 Gartner predicts that 20% of business content will be authored by machines. But how will this content sit within a measurement framework? 

http://houseontheborderland.com/2015/08/28/writing-for-house-on-the-borderland/

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Gartner: “By 2018, 20 percent of business content will be authored by machines”

Content that is based on data and analytical information will be turned into natural language writing by technologies that can proactively assemble and deliver information through automated composition engines

Content currently written by people – such as shareholder reports, legal documents, market reports, press releases and white papers – are prime candidates for these tools

http://www.gartner.com/smarterwithgartner/gartner-predicts-our-digital-future/

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Gartner: “By year-end 2018, customer digital assistants will recognize individuals by face and voice across channels and partners” Multichannel customer experience will take

a big leap forward with seamless, two-way engagement between customer digital assistants and customers in an experience that will mimic human conversations, with both listening and speaking, a sense of history, in-the-moment context, tone, and the ability to respond

http://www.gartner.com/smarterwithgartner/gartner-predicts-our-digital-future/

6http://www.themobilespot.co.uk/best-voice-assistant-cortana-siri-or-google-now/

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What is Watson?IBM Watson is a technology platform that uses natural language processing and machine learning to reveal insights from large amounts of unstructured data

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Your digital intelligence is your competitive advantage

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https://www.constellationr.com/content/ibm-connect-2016-little-swagger-back-their-step

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Imagine• Personal Cognitive Assistants who will make contextual sentiment analysis of your email, with ‘attention recommendations’• Image recognition, eg, brand identifiers such as logos + contextual insights• Auto-insights assessments, predictive analytics and recommendations• …What’s next?

http://www.ibm.com/smarterplanet/us/en/ibmwatson/what-is-watson.html

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Smarter MeasurementToday

Where we want to be…

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Smarter MeasurementPresentation by Neville Hobson at CIPR London, February 11, 2016.