Adrien Masson
François Loviton
Tatiana Jama
Lorenzo Wood
Fréderic Marty-Debat
Jérémy Querrec
Marie Nossereau
Today’sspeakers…
@DigitasLBi_FR#WhatsNextMedia
Kenshoo surveyof3,100consumersfromtheUS,UK,GermanyandFrance,2017
56%LookonAmazonfirstbeforeanyotheronlinesite
72%WillvisitAmazontoprepareapurchase
22%Won’tlookanywhereelseiftheyfindtherightproductonAmazon
26%WillcheckAmazonbeforepurchasingwhenvisitingaphysicalstore
7
Thehumanvoiceisapowerful,perhapsthemostpowerful,mechanismforcontrollingtheworldaroundus.And,
moreimportantly,speakingisabehaviorthatdoesn’trequireausermanual.
“
”12
Challenge: Shift customer perceptions for the established Philadelphia brand of over 75 years
Solution:Associate the brand to innovation through the use of an Alexa skill shortly after the UK Amazon Echo release in October
Philadelphia cream cheese case study
Results:Increases in brand favourability and purchase intent over
10x the benchmarks for CPG brands
16
The campaign reached an audience through cross-screen media on and off Amazon, including prized homepage placements.
The campaign incorporated a custom landing page, Amazon exclusive devices like Fire TV and Fire tablet and an innovative Alexa skill.
Reach of 13M+ unique users in the UK over 6 weeks
Increased brand favourability from 76% to 87%
Increase purchase intent from 69% to 85%
Over 100,000recipe e-books were downloaded
40%+ engagedwith all recipes on the page
Philadelphia cream cheese case study
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HOWTO GET STARTEDA strategic approach to every stage.
DEFINEStart By Asking
The Right Questions
OPTIMIZEListen & Optimize the
Experience
Whatareyourconsumersmostinterestedin?
Whataretheirneedsfromyourbrandorservice?
Whatwillsurprise&delightthem?
Howcanvoiceimpactyourconsumerjourney&helpyouachieveyourbusiness
goals?
Reviewandutilizeanalyticsandreviewstoenhancetheskill
Monitorreviewsandrespondtoconsumers&helpaddresstheirinterests/challengesinutilizingyourskill
D E P L O YDesign, Build &
Deploy Your Skill
Utilise ASK,webinars,documentation&skill
frameworksthatarereadilyavailabletoyou.
Collaboratewithapprovedvoicedevelopers&skillpartnersto
helpyoubuildandpromoteyourskill
Utilize3rdpartyservicestodefine,deploy&extend
yourskill
P R O M O T EMarket your Skill to Amazon customers
LeveragetheAMGpaidmediaopportunitiestopromoteyourskillacrossthefullAmazonadplatform
UtilizemerchandisingplacementsintheAlexaSkillsStoreandthroughEmailtomaximizediscoveryofyourskilltoAlexacustomers
DefineyourGoToMarketplan&utilizeyourownedchannelstopromoteittoyourcustomerbase.
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Proprietary + Confidential
L’ère de l’assistance
François LOVITONDirecteur Brands & Retail
Google France
*20% des requêtes sur mobile étaient des recherches vocales en 2016
(sur l’application Google Search, aux US)
Source : Google data, 2016
“Machine Learning is a core, transformative way by which we’re
rethinking how we’re doing everything”
– Sundar Pichai
Google TraductionNos progrès récents
sur Google Traduction
Perfect translation
Human
Neural (GNMT)
Phrase-based (PBMT)
English>
Spanish
English>
French
English>
Chinese
Spanish>
English
French>
Spanish
Chinese>
Spanish
Translation model
Tran
slat
ion
qual
ity
Old: PBMT
New: GNMT
Posez-lui des questions et donnez-lui des choses à faire. L'Assistant Google est là pour vous aider.
L’Assistant
Disponible partout,dans différents contextes
Une expérience fluideaccessible sur 100M+ devicesHOME
PIXELANDROID
iOS
DESKTOP
WEAR
AUTO
TV
LA VOIX EST LE PROPRE DE L’ÊTRE HUMAIN
SPOKEN LANGUAGE100,000 yrs
WRITING5,000 yrs
PRINT575 yrs
TYPING150 yrs
TTS80 yrs
COMPUTERS70 yrs
SPEECHRECOGNITION
50 yrs
WORDPROCESSOR
40 yrs
INTERNET30 yrs
IVRS, VIRTUAL ASSISTANTS
& SMARTPHONES25 yrs
DICTATIONSOFTWARE
20 yrs
CHAT BOTS & A.I. ASSISTANTS
< 7yrs
LA VOIX EST LA PLUS RAPIDE
Mots / min
31 Mots / min
70 Mots / min
200
Source : https://fr.wikipedia.org/wiki/Mot_par_minute
5 CONSEILSÀ GARDER EN TÊTE
Ne pascopier/coller sa GUI
Tenir comptedu contexte
Les 3 ingrédientsmagiques de la VUI
Ecrire des dialogues,en séquence
Définirune personnalité
Selectionnist connecte les images pour une expérience unique
see it buy it
flash it
Notre technologie de reconnaissance visuelle permet au lecteur d’identifier un produit sur une image et lui donne accès instantanément à un contenu digital ou une expérience unique
L’image comme nouveau langage
Comment connecter ces images ?
25%
des photos prises avec un smartphone sont des photos “aide-
mémoire”
100 000
photos priseschaque seconde
en 2minutes
On prend plus de photos aujourd’hui
qu’il y a eu de photos prises pendant
tout le 19ème siècle
L’image connectée : différentes approches
QR Code Watermarking Deeplearning
Matchingd’images
Intégrationnative dans un
téléphone
Reconnaîtreune image sans l’avoir indexée
au préalable
Photo pré-enregistrée
Application mobile ?
50%
des détenteursde smartphonesdisent ne plus
télécharger d’applications
Téléphone saturé
Friction téléchargementd’application mobile
Pas de lecteur universelpour tout reconnaître
“Messagingis eating the world”
Un chatbot est un robot intégrant de l’intelligence artificielle, pouvant dialoguer comme un humain et hébergé sur les plateformes de messageries instantanées (Messenger, WhatsApp, WeChat, Skype).En 2015, l’utilisation de l’application de messagerie mobile a dépassé l’utilisation des réseaux sociaux (Business Insider, 2015).
des applications mobiles serontremplacées par des chatbotsdans les 5 prochaines années
80% 1,2 Md d’utilisateurs actifspar mois
Chatbot de reconnaissance d’images
+ = VISUAL CHATBOT
Physique & Numérique : 2 mondes, une relation fusionnelle
Face IDsur l’iPhone X Socratic Aipoly
TrueDepReconnaissance faciale
Une applicationqui fait les devoirs
à la place des élèves
Permet aux personnesaveugles et malvoyantes
de “voir”
Total Search Suite is our proprietary collection of tools and methods for total search — PPC/SEM and SEO
Total Search Suite (TSS) – What Is It?
A brand new suite of proprietary total search (PPC/ SEM and SEO) tools and
methods
Total Search Suite
Audience Insights Campaign Builder
Keyword Discoverer Search Prioritiser
Content Explorer Search Forecaster
Media Pulse Search Dashboard
Total Search Lab is our proprietary approach to keeping our clients, employees and agency ahead of the marketplace in Total Search understanding, usage and performance
Total Search Lab (TSL) – What is it?
DigitasLBi's proprietary offering, designed to keep our clients, employees and agency ahead of the marketplace in Total Search understanding, usage and performance.
ª Marketing to machines
ª Contextual conversation
ª What if your customer’s best friend is a machine?
“I need to refer one of my patients to a GI motility specialist here at Boston Children's Hospital and don't remember who is part of that group, I know a couple but am sure there are more that I can't think of and I want to get my patient in as soon as possible, can you please get me a list of all the GI motility specialists atBoston Children's Hospital”
“I need to refer one of my patients to a GI motility specialist here at Boston Children's Hospital and don't remember who is part of that group, I know a couple but am sure there are more that I can't think of and I want to get my patient in as soon as possible, can you please get me a list of all the GI motility specialists at Boston Children's Hospital”
We’re talking about a specific patient Declaration of current knowledge
Context is the admissions process This request is urgent
RECAP
TOTAL SEARCH SUITE TOTAL SEARCH LAB ON THE HORIZON
ª Total Search Suite is our proprietary collection of tools and methods for total search — PPC/SEM and SEO
ª Powered by our IDIOM data platform
ª Gives our clients the edge in search marketing operations
ª Total Search Lab is our proprietary approach to keeping ahead of the marketplace in Total Search understanding, usage and performance
ª Continuous investment in research, relationships and experiments
ª Keeps our clients ahead
ª More delegation means different points of decision for customers
ª Contextual conversation opens new dimensions for refinement
ª The race is on to create emotional actors
ª The dynamics of search are changing very fast
Fréderic Marty-DebatPerformics
Directeur Général France
x
Jérémy QuerrecDigitasLBi
Directeur Conseil Media
New Landscape Requires New View
Search as a Channel
Plain Text
TOSearch as a Behavior
Full Senses
Demographics Intentions
Pull Predictive
Paid Media Media, Content + Commerce
FROM
FoundationforEmergingEnvironments
Commerce Direct
Strategies & Tech for
engaging searchers on marketplace
s
Agile People
Data and Tech to
understandand connect
the consumer
First-to-Market
Partner with emerging
technologies and
university