Unlocking New Insights in Dark Data

Samson TAI IBM Distinguished Engineer Chief Technologist, IBM HK

The future world of perfectly personalized customer engagement is (almost) here…

Data that’s

coming

Customer records

Transactional systems

Predictive models

Institutional expertise

Operational systems

News

Events

Geospatial

Weather

Social media

Internet of Things

Sensory data

Images

Video

Data outside

your firewall

Data you

possess +

3

+

Your digital intelligence is your competitive advantage

Structured and active Unstructured and dark

4

Think of all that has been

accomplished using only

a fraction of the

available data

Unlock the

possibilities.

Only cognitive unlocks the potential in all data

What answers lie in the 88% that is dark?1

By the year 2020, about 1.7 MB of new information will be created every second, for every human being on the planet.2

Money buys happiness when spending fits our personality

5

Personality Insight

Emotion Writing Social

Matching the Brand Profile to the Consumer Profile

Insights from Video and Picture

7

Visual Insights for Customer Segmentation Extract customer demographic, emotions, and interests for target advertising and promotion

https://www.youtube.com/watch?v=FETYt6_QYF4 https://visual-recognition-demo.mybluemix.net/

Extract Event Data from Photo uploaded to Social Media

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Content Analysis of Competitors’ Advertising Visuals

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Content Analysis of Advertising Visuals Summary

11

Gain Further Customer Insight with Location Data

SHOPS by brand

Likes to BROWSE

BARGAIN Shopper

Engage In-Store Shoppers In Real Time

THE HEART OF THE CUSTOMER MANAGEMENT NEED TO COMBINE

ALL THE DATA

Demographicdata

Transactiondata

Interactiondata

Behavioraldata

Transactions

Orders

Paymenthistory

Usage history

Email / Chat

Call center notes

Web click-

streamsIn-person dialogs

Opinions

Prefer-ences

Desires

Needs

Character-istics

Demo-graphics

Attributes

Purchasestage

From IT System

Structured Data From IT

System

Structured

Data

From Interaction

Un-Structured

Data

From Internet

Un-Structured Data

Plus Data not directly related

to the customer:

Weather, Events, Holidays,

Competitors, Politics etc.

15

Thank You

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Use Case

17

Shopper Characteristics

Detected

Shopper Behaviors Detected