Emailing 2020: Derick Wiesner
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In today's AI eMail world, Who's your customer?
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Emailing 2020: Derick Wiesner
- 3. Watson Customer Engagement @DerickWiesner Digital Agency Leader & IBM Evangelist, Europe Who’s Who in the AI Email World?
- 5. Watson Customer Engagement5 WCE 2018 / SportsPro Brand
- 7. MARKETING“ IS A CONTEST FOR PEOPLES ” SETHGODIN * If you wait until there’s a case study in your industry you waited too long”. ATTENTION. © 2017 IBM
- 8. % of consumers say the average company understands them IBM and Econsultancy - 2015
- 9. CONSUMER — 55% OF CONSUMERS NO LONGER WANT TO PROVIDE ANY OF THEIR PERSONAL DATA TO MARKETERS. eMARKETER WCE 2018 / Jellyfish Digital Journeys / September 27th 2018 / © 2018 IBM Corporation
- 10. BRAND — 75% OF THE WORLD’S TOP BRANDS WILL LOSE 20% OF THEIR BRAND EQUITY BY 2020. GARTNER • Social media polarization • Inflammatory content • Ad blocking and avoidance • Corruption in the ad media supply chain • Consolidation of channel power among big players WCE 2018 / Jellyfish Digital Journeys / September 27th 2018 / © 2018 IBM Corporation
- 12. EXECUTIVES — 80% OF CEOS NO LONGER TRUST THEIR CMOS. HARVARD BUSINESS SCHOOL WCE 2018 / Jellyfish Digital Journeys / September 27th 2018 / © 2018 IBM Corporation
- 13. EMPLOYEES — THE AVERAGE EMPLOYEE WASTES 19% OF THEIR TIME SEARCHING FOR INFORMATION THAT HELPS THEM DO THEIR JOBS. IBM IBV STUDY WCE 2018 / Jellyfish Digital Journeys / September 27th 2018 / © 2018 IBM Corporation
- 14. BUSINESS — .MARKETING BUDGETS CAN CONSUME 18% OF ANNUAL BUDGETS. 71% ALLOCATE BUDGETS TO GENERIC EMAIL & ONLY $.50 OF EVERY $1 REACH DESIRED TARGET AUDIENCE. WCE 2018 / Jellyfish Digital Journeys / September 27th 2018 / © 2018 IBM Corporation
- 15. Watson Customer Engagement EMAIL CHALLENGE = #DATA CHALLENGE VALUE VARIETY VELOCITY VERACITY VOLUME
- 16. Watson Customer Engagement Transactional email messages opened 2X (or more) than non- transactional
- 17. Watson Customer Engagement Mobile: - United Kingdom (63%) Desktop: - Canada (30.5%) Webmail: - Latin/S. America (63%)
- 18. Watson Customer Engagement Tips for increasing Open Rates Surprise & delight Use behavioral targeting Build value through content & “white space” Leverage predictive analytics/AI/ML Test, test & test
- 19. Watson Customer Engagement 80% UNSTRUCTURED DATA STRUCTURED DATA20% POS DISTRIBUTION CENTRESCANNER DETAIL SKU LEVEL RETAIL STORE INTERNAL CRMSUPPLY CHAIN INVENTORY PRICING PRODUCT MACHINE INTERACTIONS INTELLIGENCE of THINGS MACHINE SENSORS OPERATIONS METRICS SOCIAL INSTAGRAM FACEBOOK TWITTER PINTEREST SNAPCHAT LINKEDIN THIRD PARTY LOCAL NEWS DEMOGRAPHICS WEATHER MARKET INSIGHTS WIRELESS LOCATION GEO SPACIAL CONSUMER INTERACTIONS DIGITAL INTERACTION CONSUMER PERSONA EVENT INTERACTION ADVERTISING #BIGDATA On average only 0.5% of customer data is ever analysed even though over 30% is useful.
- 20. Watson Customer Engagement AI for Business. Think of Watson more like an IA. What Watson is: A tool to empower YOUR employees What Watson is NOT: An employee
- 21. Watson Customer Engagement IBM Watson API’s for Marketers Alchemy Language Sentiment Concept Insights Dialogue Document Conversion Language Translation Natural Language Classifier Tone Analyzer Personality Insights Relationship Extraction Retrieve and Rank Language Speech to Text Text to Speech Speech Emotion Analysis Tradeoff Analytics Data Insights AlchemyVision Visual Insights Visual Recognition Vision Watson Developer Cloud The Watson Developer Cloud APIs form the basis for all Watson AI-powered Solutions and each service can be used in variety of ways to solve your challenges.
- 22. Watson Customer Engagement Alchemy Language Sentiment Concept Insights Dialogue Document Conversion Language Translation Natural Language Classifier Tone Analyzer Relationship Extraction Retrieve and Rank Language Speech to Text Text to Speech Speech Emotion Analysis Tradeoff Analytics Data Insights AlchemyVision Visual Insights Visual Recognition Vision Watson Developer Cloud The Watson Developer Cloud APIs form the basis for all Watson AI-powered Solutions and each service can be used in variety of ways to solve your challenges. IBM Watson API’s for Marketers Personality Insights “YOU DON’T NEED TO KNOW EVERYTHING ABOUT EVERYBODY ANYMORE, JUST A FEW THINGS ABOUT A LOT OF PEOPLE”.
- 23. Watson Customer Engagement23 IBM Watson + Wimbledon • Protects Wimbledon’s infrastructure from 90M attacks • Serves 70M fans with personalised experiences • Real-time fan insights, player stats and venue analytics • Watson saves Wimbledon time and money
- 24. Performance Bike identifies the best performing customer journeys IBM Watson Marketing
- 25. Watson Customer Engagement Audience Insights • Create target audiences in minutes • Understand and anticipate customer behaviors • Connect seamlessly to campaigns. Watson Marketing Insights OPPORTUNITY Let Watson be your on staff data scientist and uncover new segments for your clients to target.
- 26. Watson Customer Engagement “IT’S NOT ENOUGH TO DO YOUR BEST ~ YOU MUST KNOW WHAT TO DO AND THEN DO YOUR BEST”. W. EDWARDS DEMING
- 28. Watson Customer Engagement28 IBM Watson Assistant Reads 10M Records Every Second Employees waste 19.8% of their week searching for information which helps them do their job.
- 29. ‘Experience is the New Brand Value’ Customers demand to be recognized and serviced accordantly with relevant information in all touch points! Customer Experience Affects the bottom line © 2017 IBM29
- 30. Customer Experience laggards Willingness to buy more products Reluctance to switch Likelihood to recommend Customer Experience leaders Percentages are relative to industry averagesSource: Forrester report ‘customer experience boosts revenue. bottom quartile top quartile - 7,7 % - 7,6 % - 8.2 % + 6,7 % + 8,2 % + 8,4 % Customer Experience Affects the bottom line © 2017 IBM30
- 31. Watson Customer Engagement BIGEVENTS ARE NICE…. BUT SPENDING $6BN A YEAR ON RESEARCH IS NICER.
- 32. Watson Customer Engagement BY 2020, 30% OF WEB BROWSING WILL BE DONE WITHOUT A SCREEN BY 2027, 60% OF APP DEVELOPMENT WILL BE DONE BY NON-TECH EMPLOYEES TJW Labs
- 33. Watson Customer Engagement “TECHNOLOGY IS NOTHING. WHAT’S IMPORTANT IS THAT WE HAVE FAITH IN PEOPLE, THAT THEY’RE GOOD AND SMART ~ AND IF WE GIVE THEM THE RIGHT TOOLS THEY’LL DO SOMETHING WONDERFUL WITH THEM”.
- 34. Watson Customer Engagement Thank You. @DerickWiesner wiesner@uk.ibm.com