cognitive marketing: the rise of the super intelligent marketer by gerry murray

Cognitive Marketing

Cognitive MarketingThe Rise of the Super Intelligent Marketer

Gerry [email protected]

AgendaWhat is it?Why now?Whos who?ApplicationsSurprise!

What is cognitive marketing?

IDC Visit us at IDC.com and follow us on Twitter: @IDC

Cognitive systems-use natural language processingandmachine learningto enable people and machines to interact more naturally to extend and magnify human expertise and cognition. These systems will learn and interact to provide expert assistance to scientists, engineers, lawyers, and other professionals in a fraction of the time it now takes.Source IBM http://www.research.ibm.com/cognitive-computing/why-cognitive-systems.shtml#fbid=a-eSsqQWTkm

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What is cognitive marketing? IDC Visit us at IDC.com and follow us on Twitter: @IDCThe use of cognitive computing to deliver the most compelling value to the best customers the fastest.

Data MiningCognitive: A multi-disciplinary worldSource: SAS Data Mining Primer course in 1998

ComputationalNeuroscience

KDD

Data Science

StatisticsPattern Recognition

Machine Learning

AI

Databases

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Cognitive Software Attributes6

Natural language processing

Natural language generation

Machine Learning

Pattern Recognition

Automated analytics

Predictive power

Image analysis

Semantic interpretation

I think therefore I am?Hypothesis generation

Emotion recognition

Sentiment analysis

Sensory input processing


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WStar Trek IV7

1986

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Super Bowl Ad - 2016

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19851990199520002005201020152020Exponential power curves91010109108107106105104103102101

GFLOPS, Memory, Data, Devices


From Manufacturing to Marketing10

From assembly line quality assurance

To automated facial recognition and tagging IDC Visit us at IDC.com and follow us on Twitter: @IDC

Facial recognitionSentiment Social graphBrand impressions

Whos developing Cognitive Marketing? IDC Visit us at IDC.com and follow us on Twitter: @IDC11

12Source: IDC

Content and DataBehavioralInteractionalPerformanceLong formGeolocation NewsPersonal dataHealthcareLocationSports & EntertainmentSocialCorporateLogisticsFinancialCognitive Software Platforms Cognitively-enabled industry applicationsCognitively-enabled process applicationsMarketingSalesProcurementAsset mgmt.R&DLogisticsHRAnti money launderingRetail pricingPatient outcomesTelco churnIT performance mgt.RetailTravelMediaHealthcareInsuranceInvestmentCommercial leasingAdvertisingLegalDriverlesscarsSmart home devicesSelf-flying dronesRobotic systemsText analysisVideo analysisImage analysisPredictive analyticsNLPAPIsConnectorsData storesHypotheses generationMachine learningSpeech RecognitionDialogue Mgt.FinanceRisk mgmt.Cognitively-enabled B2B services/productsCognitively-enabled consumer services/productsComponents of Cognitive SolutionsWeatherCognitive Solutions Ecosystem

Market segmentsSoftware (on-prem and cloud)Hardware (on-prem and cloud)Services (professional services such as SI, consulting, outsourcing, etc.)Notes:There are many component providersIDC is likely to start with sizing of CS PlatformsHPC use case (likely to include mostly components i.e. specialized DIY)IDC will not size components for non-HPC sector use cases as part of the CS market. IDC might attempt to model the size of CS-enabled applications (might be too early to do that)

A cognitive system has the following capabilities:Discovers patterns in the data when they are only weak signals leading to an event of business importance, such as customer churn (monitor/alert)Assesses the relative strength of alternative paths of action to take using statistically generated and evaluated series of evidence based hypotheses to be able to answer questions in a relevant and meaningful manner (analyze)Advises which path is likely to be the optimal action to take (decide/act)Adapts and learns from training, interaction with humans and outcomes related to the generated hypotheses above as well as from the actual (track/learn) to guide future actions more intelligently.

Cognitive System AttributesPerforms deep natural language and analysis both for information ingestion and research as well to provide human style communication (usually posed as questions and answers)Conducts learning in real time as data arrives Learns from past experiences, both good and bad Has the ability to identify similar past experiences and use learning to current situation Predicts and recommend possible outcomesScore those outcomes with evidence for human analysisCycle back to the start so that the continuous learning is practiced, making the system better over time

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13Source: IDC

Cognitively-enabled industry applicationsCognitively-enabled process applicationsMarketingSalesProcurementAsset mgmt.R&DLogisticsHRAnti money launderingRetail pricingPatient outcomesTelco churnIT performance mgt.RetailTravelMediaHealthcareInsuranceInvestmentCommercial leasingAdvertisingLegalDriverlesscarsSmart home devicesSelf-flying dronesRobotic systemsFinanceRisk mgmt.Cognitively-enabled B2B services/productsCognitively-enabled consumer services/products

Cognitive Solutions Ecosystem




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14Source: IDC

Cognitively-enabled industry applicationsCognitively-enabled process applicationsMarketingSalesProcurementAsset mgmt.R&DLogisticsHRAnti money launderingRetail pricingPatient outcomesTelco churnIT performance mgt.RetailTravelMediaHealthcareInsuranceInvestmentCommercial leasingAdvertisingLegalDriverlesscarsSmart home devicesSelf-flying dronesRobotic systemsFinanceRisk mgmt.Cognitively-enabled B2B services/productsCognitively-enabled consumer services/products

Cognitive Solutions Ecosystem




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Applications for Cognitive Marketing IDC Visit us at IDC.com and follow us on Twitter: @IDC15

Applications for Cognitive Marketing IDC Visit us at IDC.com and follow us on Twitter: @IDC16B2CB2B1Chat botsXX2Virtual sales rep/Email avatarXX3Real time sentiment analysisXX4Recommendation enginesXX5Live event monetizationXX6Micro-segmentationXX7Buyer journey visualizationXX8Media mix optimizationXX9Attribution analysisXX10Planning/budgetingXX

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Fun with Chatbots


Live Event Monetization18

"Combining Ampsy's geofencing capabilities with their new AmpElite analytics powered by Watson has enabled us to identify super fans at live shows, engage with them in real-time or post-show, and micro-market to them on a level we've never seen before."

Jesper Poulsen, VP of Artist & Brand Development, Epic Rights(Licensing Group for AC/DC, Aerosmith, KISS, and more)


Buyers Journey Visualization19


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Cognitive commerce

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Cognitive commerce

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UnknownKnown


Cognitive commerce

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Content

IDC Visit us at IDC.com and follow us on Twitter: @IDCUserUserUser

IDC Visit us at IDC.com and follow us on Twitter: @IDC23

Cognitive Marketing Team

Cognitive Marketing Team IDC Visit us at IDC.com and follow us on Twitter: @IDC24

Data EngineerWorkload optimizationDependency mgmtFault tolerance

Data ScientistData representationFeaturizationModel building

Marketing TechnologistInfrastructure mgmtSystem integrationIT liaison

Data Driven MarketerBusiness objectivesData cultivationGovernance

Change mgmt. how to go from ad org working with agency to a business optimization team? Data ScientistMS in Applied Statistics, Mathematics, Econometrics, or other discipline related to Time-Series Analysis, Machine learning and Forecasting, or other related discipline with PhD strongly preferredDeep expertise in the design and fundamental principles of statistical modeling, predictive modeling, and applying statistical models and machine learning in a corporate or product contextExperience in leading analytical product development or projectsDocumented experience working with large, complex data sets, advanced data modeling and designing analytical systemsMinimum of 2 years of experience with one or more of the following statistical programing languages such as SAS, R, S+. etc* Minimum of 2 year of experience with large distributed systems like MySQL, Cassandra and HadoopExperience with segmentation creation, time series modeling and report creation* Experience with machine learning and working with large datasetsIntermediate to advanced proficiency with SQL, SAS, R, STATA or other high level data programming languageBasic proficiency with Python, PHP, Perl, VB, JavaScript, C++ or other programming language

Formal training or extensive applied experience with advanced statistical methods such as regression-type modeling, data-mining methods (e.g. classification trees)Proficiency with data visualization2+ years developing data that merges relational tables, either within a relational database or related big data environments (e.g. SQL Server, Hadoop)

Data EngineerWhat you'll doContinuously design, develop, and test data-driven solutionsHelp drive the optimization, testing and tooling to improve data qualityDevelop measurement approaches to evaluate performance continuouslySpan languages as needed, depending on the data processing framework in useCollaborate with software engineers, ML experts, and others, taking learning and leadership opportunities that will arise every single dayWork in cross functional agile teams to regularly experiment, iterate, and deliver on new product objectivesWork from our office in New York or BostonWho you areYou know how to work with high volume heterogeneous data, preferably with distributed systems such as HadoopYou are experienced with batch and real-time data processing frameworks like Crunch, Scalding, Storm, Kafka, or SparkYou are knowledgeable about data modeling, data access, and data storage techniquesYou care about agile software processes, data-driven development, reliability, and responsible experimentation

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Surprise! 25The Cognitive Consumer is just as smart as you are IDC Visit us at IDC.com and follow us on Twitter: @IDC

The Cognitive Consumer26

Microsoft Delve & CortanaGoogle NowApple Siri 5.0?10.0? IDC Visit us at IDC.com and follow us on Twitter: @IDC

Cognitive and IoT and Buyer BehaviorEveryday items will become data sensorsEverything we touch, do, feel will be recordedMore immediate, more intimate data collection Every step we take, every breath and heartbeat

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The Super-Intelligent Marketers Dilemma:

28When you know everything about everyone all the time, how far can you go? IDC Visit us at IDC.com and follow us on Twitter: @IDC

A simple thought experiment29WeightPostureFidgetingHyperventilatingTemperatureTimeCoughingSneezingFalling asleep

IDC Visit us at IDC.com and follow us on Twitter: @IDCRapid heart beat

A simple thought experiment30


A simple thought experiment31WeightPostureFidgetingBreathing and PulseTemperatureTimeCoughingSneezingFalling asleep

Ad Blocker IDC Visit us at IDC.com and follow us on Twitter: @IDC

A simple thought experiment32WeightPostureFidgetingBreathing and PulseTemperatureTimeCoughingSneezingFalling asleep

Ad StreamerTuning ad content should be easier than tuning your Spotify account IDC Visit us at IDC.com and follow us on Twitter: @IDC

Audiences will be able to manage ads as a streaming service the same way they manage songsBuyers and sellers will:Have too much information Place a premium on timing and meaningUse cognitive systems to broker context and intent

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3333 IDC Visit us at IDC.com and follow us on Twitter: @IDC

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IDC Visit us at IDC.com and follow us on Twitter: @IDC$10 off

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Essential GuidanceGet started now because cognitive is already here. Cognitive will enable marketers to deliver more compelling value to better customers faster.Customers will start to expect more control over and participation in the marketing and advertising content they receive. Embrace this because it will be obvious which brands are using data to improve customers lives (instead of just getting the next dollar out of their pockets.)


Thank [email protected] be disrupting