ai - sales & marketing - terry jones
TRANSCRIPT
I do keynotes, keynotes with breakouts and after dinner speeches for corporations, associations, educational
institutions and governments www.tbjones.com
AI - Sales & Marketing
I’ve been on this road a long time
I began my career as A Receptionist in a travel Agency - 50 years ago
Vega Travel
Used Hi Tech
Intourist
RQ two single room Rossia hotel
Fares
Schedules
Data as a competitive advantage
© 2014 – 2016 WayBlazer Inc. – Strictly Confidential – www.wayblazer.com
It started witha visit to IBMHeadquarters
So I got to know Watson!
Why now? A I Winter
A I Winter
“If you don’t have an AI strategy you are going to die
in the world that is coming”
David Wenig
CEO eBay
2015 Press Release
AI Funding Since 2012$15 Billion over 2250 Deals!
Here Now!
Driverless Mining Trucks Hottest Areas
`Get slides @
www.tbjones.com
Twitter: terrellbjones
Implications of AI?
Why now?
90% of the world datacreated in the last three years
80% Unstructured
Complexity = Opportunity
We have issues...Increasing amounts of unstructured dataTraditional computing unsuited
for its analysis
Systems that can make senseof the data in which we are
drowning
Enter AI 3rd wave of chips
Systems of insightI
Conne
ctivit
y
Mobility
Big Data
Cloud
A.I.
Foundations of disruption
AI
Game Changer
Unstructured data
Create order
1
Learning Computer2
“It’s worth more when it’s old than when it’s new!”
Learning
Billions of miles of learning
24x7x365 Going to Class
Learned systems can give advice Watson gives you advicewith confidence levels
3
Natural Language
I want to go to Italy this summer with my family
4
I want to go to Italy this summer with my family
A system that can
• Make sense of unstructured data
• Offer advice
• Speak and understand natural language
• Learn
Disrupting!
• Personalization• Product Design
• Filter• Advice
• OutcomesMedian ROI 17% (Deloitte)
AI Application Areas
Cognitive Insights
• Predictive Buying Behavior
• Predictive graduation
• Actuarial Models
• Fraud Detection
• OnLine Security
Customer Cognitive Engagement
• Chatbots
• Smart Speakers
• Class Advisors
• Health Advisors
Process Automation
• Back Office
• Finance
• Administration
• HR
• Robotic Process Automation
• Claims
• Applications
AI - Sales & Marketing
`
CRM & CEMLead generation & customer acquisition
Marketingintelligence Advertising &
media buying
Brandbuilding
Campaign optimization,
analytics & ABM
Search
interfacesBots &
virtual assistantsRecommender
systemsContent creation
& dynamic creative
AI has many applications in marketing
Important but not MOST Important
?
Personalization Personalization
Increased Personalization = $>
Minnie Driver
AI as curator Computer Vision
Better than humans
This doesn’t happen overnight Image Net - 2009
1 Billion Images50,000 people to classify
Humans 5% Error
RateComputer
4.8%
IncreasedConversion 15%
Facial recognition
Customer Service - Quality
Passenger boarding
Predictive Analytics Email Personalization
• St. Martin flights empty
• Who goes to St. Martin frequently?
• Generate personalized email (collaborative filtering)
• Who buys ancillary products frequently?
• Either offer, or give them fast path to purchase
Campaign Optimization Not a/b but AI
Search
interfaces Recommendersystems
Product Discovery
AI is the new UI
NLP
Richer Input
Intent
© 2014 – 2016 WayBlazer Inc. – Strictly Confidential – www.wayblazer.com
Sothatuserinterfacescanevolve
Theystillaskyou“Where”and“When”
Butyou’rethinking “Anisland,withmyfamily,withgolfand
kidsactivities”
Richer Output
Man
WomanSunset
Pool
Romantic
reviews and descriptions extracted concepts + modifiers
©2014-2017WayBlazer,Inc
My family just got back from a 6 night trip there and the hotel was incredible. My boys loved the pool complex with a lazy river ride while my wife and I spent the time at the swim up bar. My wife really loved the personal time she got at the spa while I took the kids to the nearby lake for some fishing and hiking. The staff was friendly and the rooms were large and comfortable. I would strongly recommend this property to another family.
derived intelligence
Watersports
Outdooractivities
Family
Pool
LazyRiver
fishing
Hiking
Spa
Better Answers
Heaven onEarth
Insight
Tennis
Wine
Spa
Evidence
Evidence
activities for kids
activities for kids
Airline Miles Slot Machine
Battle of the BOTS
2016•CONFIDENTIAL•Donotusewithoutpermission•M.Saxena@manojsaxena
Some are reaching for relevance
800 Flowers
© 2014 – 2016 WayBlazer Inc. – Strictly Confidential – www.wayblazer.com
Average travel searchervisits 38 Sites!
InferredIf you liked this
you might like this! (and cheaper)
Observed Declared
AI Robots Replace Repetitive TasksRobotics
RPA (Robotic Process Automation)
AI Authors
The biggest disruptor
Error rate only 5.8%
Voice
Amazon Echo
100 Million of these devices by ye
ar end 2018
The new gatekeepers
` Many Choices
Once they buy one type only
11% will buy another
Speaker ScenarioAnd what is the effect on Brand?
Double Digit Conversio
n Increase
AI in your room Order room service from
“Edward”
More valuable solutionscombine data in new ways
Public Data
Industry Data
Corporate Data
Required ingredients
©&2015&Forrester&Research,&Inc.&Reproduction&Prohibited 10
Continuous$learning
Digital$insights
What$you$need$is$a$link$between$data,$insight$and$action
All&possible&data
All&possibleactions
Rightdata
Effectiveactions
Source:&April&27,&2015,&“Digital&Insight&Is&The&New&Currency&Of&Business”&Forrester&reportImagine doing this one insight and one business process at a time in a specified Domain
AI Advisors
© CognitiveScale 2017. All Right Reserved. | Confidential | Do Not Use Without Permission
It’s like plugging a digital brain into your business
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Busin
ess
Valu
e
Prescriptive
Predictive
Deductive
What could happen next?
What is the best course of action?
How can we learn and act continuously?
Diagnostic
What does that mean?
Descriptive
What happened?
How can everyone be more right?
More often?
90%
of B
usin
esse
sar
e fo
cuse
d he
reC
OG
NIT
IVE
CLO
UD
OPP
ORT
UN
ITY
SPAC
E
Pediatric Asthma
HealthcareCognitive Cloud
Pollen.com Tweet Tue, 10:00 CT
Ragweed, 81832
5 Ragweed variants17 children at risk
3 admitted <90 days
4 will end up in ER1 w/o reimbursement
a) Parents reminderb) School Nursec) Mail Inhalerd) Parents Uber
Wed AM:How many affectedWhich option best?Update knowledge
Ambient AI Based Computing• Sensor reports to doctor • Doctor orders new prescription • Pharmacy alerts your phone • GPS reminds you on way home • You stop and pay via facial reco
A Battle Is ComingBattle
toOwn the edge
Location, Location, Location Edge is where the customer is
ConvenienceFree and a 5% discount
Platform
VR vs AR
Augmented Reality
VR and don’t go! • image as input • sensor as input • voice as input and output • vision as input and output • Gestures as input • Wearables as input
Sales! Relationships are changing
Selling must change
Selling Speeds &
Feeds
To technical buyers
Today
Collaboratively designing
For digitally empowered companies
AI is changing what you sell as well as how you sell it!
Machine LearningAnalyticsCloud
IOT Technology Chain
ConnectivitySensors
John Rossman The Amazon Way on IoT
From Sensing To MeaningTo ActionAC Shutdown
Section 1`
Backup on Service
Dispatched
Platform
Hubs/Ecosystems/Platforms
Info Info
Info
Info
Info
Social
SocialSocial
Social Social
Music
MusicMusic
Music Music
Flights
Flights Flights
Flights
Flights
Sensor
Sensor
SensorSensor
Sensor
Industry
Industry
IndustryIndustry
Industry
Farm Equipment
System
Farm Equipment
System
Weather Data
System
Irrigation System
Seed Optimization
System
Farm Management
System
Seed Database
Farm Performance Database
Complex Sale ONIOutcomes Not Iron
Outcomes Opportunities
40% Mass Reduction 20% Decrease Weight Customers are harder to catch
We need a better mousetrap “How do I call on a guy athome in his PJs?
Predictive AnalyticsPredictive Analytics Prioritizes
Leads
Lead Scoring Lead Nurturing• AI is helping sales team present the
right coupon at the right moment
Up Sell/Cross Sell
“Is there anything else sir? - A shirt to go with the tie perhaps? Handkerchiefs? Socks? Shorts? Pajamas, Cuff Links? Belt, Slacks? Suit? Hat? Shoes? Slippers? Sweater, Riding Breeches, Riding Crop?
Crystal - Customer AnalysisAnalysis across Linkedin Salesforce and others
Creates personality targeted emails
Sales Call AnalysisChorus records and analyzes sales calls to determine the ‘why’ of Wins and Losses.
Sales ForecastingAnalysis of what won/lost deals have in common
How many people in buying group?
How often were they contacted and when?
cresta
• Analyze thousands of past chats
• Use the knowledge to recommend next thing for agent to say
• Increase conversion 25% Reduce time to productivity by 75%
• No requirement to load product catalog!
Speedy & Automated Learning
AI Enabled But most aren’t ready!
Profit Margin vs Average
To be successful
No Science Projects
Solve real problems
Local Information Powered by
Turn Shoppers
Into BuyersImproving Conversion
Make it very easy to use
From hand crafted
© 2014 – 2016 WayBlazer Inc. – Strictly Confidential – www.wayblazer.com
EasytoInstallAPIs
RecommendationsAPI
Identifyingandrankingtheresultset
(Accommodations,Cruises,Tours,etc.)
MediaAPI
Identifyingthemostrelevantimages/videos
EvidenceAPI
Information,amenities,reviews,etc.
DestinationAPIRestaurants,activities,
andattractions
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Up and running in two weeks
Produce Measurable Results
Results? - A hotel chain
ConversionRate
Increased17%
It’s hard and complex work
“Men Wanted For Hazardous Journey. Small Wages. Bitter
Cold. Long Months Of Complete Darkness. Constant Danger. Safe
Return Doubtful. Honor and Recognition In Case Of Success”
Ernest Shackleton
It can be VERY expensive Use other people’s money
Integration can be a challenge 4 years ago I launched my 5th startup
Ran outta moneyTests went great but installation
took forever
A.I. in your industry
Legal
HeavyIndustry
FinancialServices Logistics
Education
Agriculture
Retail
Travel
A.I. in your enterprise
Security
DigitalCommerce
Logistics Marketing
Support
H.R.
B.I.
Finance
A. I. Toolsets
TextAnalysis
Bots Navigation
Aerial
NLP
VisualsVideo
Translation
OpenLibraries
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Marketing Clouds• Salesforce Einstein
• Adobe Marketing Cloud
• Oracle Customer Experience Cloud
• IBM Marketing Cloud
• SAP Hybris Marketing Cloud
Very Expensive
PocProduction
Conflict
Orchestration Data Silos
Marketing Sales Manf Finance
Training will be difficult It’s not magic
You can’t recommend hotelsfor toddlers vs. teens!
The words toddler nor te
en in database!
Golf?
Training Pre Trained Graph Graph Trained for your industry
Skill: Machine training Data Maturity
Successful businesses will be Cognitive
What is a Cognitive Business?
• Continuously learns and improves with time
• Actively discovers, learns, and acts from data, interactions
• Builds and tests new engagement capabilities
• Drives new business processes and models
Recreateimagine
Chef Watson
• All the ingredients they could find
• All the recipes they could find
• A formula for what tastes good
• Parameters:
• Create new recipes
• Don’t make any existing recipe
• Try for something unusual
Austrian Chocolate Burrito!
• `
Discover & Act Reimagine Engagement
Learn & Recommend Stretch
Welcome back, Sarah. Where would you like to go?
Account Balance: 29, 758
Flights from Houston to Chicago Tomorrow
“I want a nonstop flight to London tomorrow after 4pm in business class
with aisle seat and lie flat bed”
We can’t keep our data here anymore!
Discover
Engage
Act
Learn
Lessons learned
AI’s time is NOW
CloudMobile
Blockchain
Cheap Computing
Ubiquitous Connectivity
Social
Master IOT
Find Insights
Stalled Conversions
Paradox of Choice
Smart everything
A system that can
• Make sense of unstructured data
• Offer advice
• Speak in natural language
• Learn
Its about learning
AI is the new UI
Legal
HeavyIndustry
FinancialServices Logistics
Education
Agriculture
Retail
Travel
It is ready now!
Security
DigitalCommerce
Logistics Marketing
Support
H.R.
B.I.
Finance
It will be disruptive!
A.I.
“Just as electricity transformed almost everything 100 years ago, today I have a hard time thinking of an industry that Ai won’t
transform in the next several years”
Andrew Ng Former
Chief Scientist Baidu
© 2014 – 2016 WayBlazer Inc. – Strictly Confidential – www.wayblazer.com
Huge implications for every business
“We’ve only seen 5% of what AI can do”
Yann LeCun Director of Research