The Era of Cognitive Marketing · IBM Marketing Cloud Real Time Personalization We are building...

© 2016 IBM Corporation

Igor Larin, Portfolio Marketing Leader, IBM CEE

Twitter: @IgorLarin

The Era of Cognitive Marketing

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A New Era of Thinking

Data explosion

88% 84% 84% 82%unstructured unstructured unstructured unstructured

80% of this data has been “invisible” for computers and therefore useless to us.

Until now…

99% 94% 99% 99%Healthcare data will grow Utilities data will grow Media data will growGovernment data will grow

By 2017:

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3 | A New Era of Thinking

Digital Business + Digital Intelligence

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Why is it possible now?

IBM Watson

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Welcome to the era of

Cognitive Marketing

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Religion

Generation

City

Lifestyle

Education

Industry

Income level

Gender

Region

ZIP Code

Sector

Age

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Religion

Generation

City

Lifestyle

Education

Industry

Income level

Gender

Region

ZIP Code

Sector

Age

Geolocation

Followers

Check-ins

SearchHashtags

Date on Site

Likes

Apps deleted

Size of network

Memberships

Videos viewed

SubscriptionsWish list

Following

Purchase history

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Religion

Generation

City

Lifestyle

Education

Industry

Income level

Gender

Region

ZIP Code

Sector

Age

Religion

Generation

City

Lifestyle

Education

Industry

Income level

Gender

Region

ZIP Code

Sector

Age

Geolocation

Followers

Check-ins

SearchHashtags

Date on Site

Likes

Apps deleted

Size of network

Memberships

Videos viewed

SubscriptionsWish list

Following

Purchase history

Sentiment

Logical Reasoning

Tone

Openness

Extraversion

Similarity

Self-consciousness

Pessimism

Optimism

Introversion

Question analysis

Semantics

Friendliness

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Cognitive Marketing

An ever-deepening understanding

of you as an individual.

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Watson APIs

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Concept Insights

Concept Insights offers a set of services that enable you to do content

recommendation and exploration. For instance, using Concept Insights you can

provide a document, understand the high level concepts mentioned in it and

recommend related documents. In another example, you can go beyond simple

keyword searches to discover content that mentions concepts that are relevant

to a query.

The Concept Insights service links documents that you provide with a pre-

existing graph of concepts based on Wikipedia (e.g. 'The New York Times',

'Machine learning', etc.). Users of this service can also search for documents

that are relevant to a concept or collection of concepts by exploring the explicit

and implicit links.

Maps euphemisms or colloquial terms to more

commonly understood phrases

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Personality Insights

Extracts and Analyzes a spectrum of personality attributes to help discover

actionable insights about people or entities and implement highly personalized

interactions.

Derives insights from transactional and social media data to identify

psychological traits which determine purchase decisions, intent and behavioral

traits; utilized to improve conversion rates.

Enables marketers to understand people personality

characteristics, needs and values to help engage

clients in their own terms.

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Tone Analyzer

People show various language tones, such as joy, sadness, anger, and

agreeableness, in daily written communications. Such tones can impact the

effectiveness of communication in different contexts. Tone Analyzer leverages

cognitive linguistic analysis to identify such tones for better communication. It

detects three types of tones, including emotion (anger, disgust, fear, joy and

sadness), social propensities (openness, conscientiousness, extraversion,

agreeableness, and emotional range), and writing styles (analytical, confident

and tentative) from text.

Uses linguistic analysis to detect and interpret

emotional, social and writing cues found in text.

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Media Planning and Buying Platform

New campaign for Audi

1. All men in Riga who mentioned Audi in twits

2. Create aggregated personality profile of this audience

Intelligent, rational, choices are driven by desire of prestige, relatively

unconcern with traditions etc.

3. Add effectiveness of campaigns for the last 5 years =>

Recommendation for media channels (Watson Trade Off

Analytics)

4. Recommendation for content

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Understand and target your social audience

1. Existing client data (purchase history, demographics)

2. Combines with content from multiple Social Networks

3. Uses Watson Personality Insights to asses what is publically shared

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+

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Comprehensive Identity and Personality profile

=

She is Adventures, Open, needs Challenge and Excitements,

We know her Favorite Brands, what she Watches, Favorite Activities, Whom is she influenced by

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Try Watson in Action: Enter your Twitter handle to see which celebrities have the most similar

personalities to yours!

https://your-celebrity-match.mybluemix.net/?cm_mc_uid=72034397964914603767727&cm_mc_sid_50200000=1463300768

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Banorte delivers personal offers in context for their customers and

makes highly targeted offers in real-time, for example when it’s time

for a new car, college tuition or a different kind of checking account.

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More Cognitive stories

Ross Intelligence

Watson is being trained in legal language and natural language to help answer legal

questions framed in ordinary speech, significantly cutting research time.

Alpha Modus

A "born on the cloud investment startup" - making money no matter what the market

does by finding the "alpha in the haystack". Became a cognitive business in 7 days

(The app was developed in 3 and launched in 7 days.)

NorthFace/ Fluid

Developed an app powered by Watson which matches gear recommendations to

customer preferences and season- and sport-specific information.

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Start using Real Time Personalization

IBM Marketing Cloud Real Time Personalization

We are building tools for marketers that continuously

learn from each individual interaction to deliver the

right experience at just the right moment.

IBM Marketing Cloud

IBM Silverpop Engage

IBM Digital Recommendations

IBM Product Recommendations

IBM Journey Designer

IBM Real Time Personalization

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What is next? New Watson APIs

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Watson is learning to “see” and “hear”

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Welcome to the era of

Cognitive Marketing

The Era of Cognitive Marketing · IBM Marketing Cloud Real Time Personalization We are building...

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