1.
Use Cognitive Search To Power
Personalized Digital Commerce
Experiences
Mike Gualtieri, VP & Principal Analyst
June 2019 – Lucidworks Webinar

2.
#Priority

3.
For you For all For segments For you
Demographic
Relationships
Customer-centric
Real-Time
Relationships
Personal
Relationships
Mass
Relationships
CustomerExperience
1800 1900 1950 2000 2015

4.
#Royalty

5.
Customers want and increasingly
expect to be treated like royalty.

6.
• Learn individual customer
characteristics and
behaviors
• Detect customer needs and
desires in real-time
• Adapt applications to serve
an individual customer in
real-time
Royalty experiences are
powered by customer-centric
decisions that:

7.
100 million cards-in-force
Celebrity experiences are hard to scale
6 million active customers
390 million visitors/month
1.8 vehicles per year
325 million citizens

8.
Royalty experiences are hard to scale...

9.
…because personalizing commerce content is
impossible…

10.
…without AI.

11.
Standard course for Internet giants, but nascent
for most large organizations.

12.
Forrester recognizes two kinds of AI:
Pure and Pragmatic.

13.
Pure AI are technologies that strives to
mimic human intelligence…

14.
Pragmatic AI is narrower in scope, but meets
and often exceeds human intelligence.

15.
AI is not one technology. It is comprised of one or more
building block technologies.
PhysicsDataHumans

16.
© 2015 Forrester Research, Inc. Reproduction Prohibited 18
Twitter: @mgualtieri
Pragmatic AI
Nope!
Yep!
Huge pre-
requisite

17.
Digital search technology that employs AI
technologies such as natural language
understanding and machine learning to ingest,
organize, and query from multiple digital data
sources .
COGNITIVE
SEARCH

18.
21© 2016 Forrester Research, Inc. Reproduction Prohibited
Cognitive
search
Keyword search has evolved nicely to AI-
powered search
Sci-fi

19.
Cognitive search allows people to find digital
content from multiple sources.

20.
Cognitive search allows people to find answers.

21.
Cognitive search allows people to find people.

22.
Cognitive search powers vertical and horizontal
applications including digital commerce.

23.
#Technology

24.
The Forrester Wave™:
Cognitive Search, Q2
2019
“Employees and customers have
an insatiable need for
information. Cognitive search
delivers it.”
“Top cognitive search vendors use more
and varied AI technologies, such as
natural language understanding (NLU),
machine learning (ML), and deep
learning.”

25.
28© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Forrester developed evaluation criteria from both buyer
and vendor research
› Intelligence
• Intent
• Relevancy
• Search
• Tuning
› Information
• Connectors
• Ingestion
› Operations
• Usage analytics
• Tuning tools
› Security
• Access
• Certifications
› Architecture
• Deployment
• Scalability
• Availability
› Applications
• Pre-built
applications
• Custom
applications

26.
29© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Forrester developed evaluation criteria from both buyer
and vendor research
› Strategy
• Ability execute
• Solution roadmap
• Pricing transparency
• Customer service
• Partners
• Community
› Market presence
• Customer adoption
• Evaluated product
revenue
• Market awareness

27.
The Forrester Wave™:
Cognitive Search, Q2
2019
“Lucidworks rocks open source,
exponentially”
“Enterprise customers that gravitate
toward open source solutions will find
that Fusion adds significant value above
and beyond Apache Solr.”

28.
#Commerce

29.
Retailers spend billions on ads to drive
prospects and customers to digital commerce
experiences.

30.
Cognitive search uses NLU and ML to understand
product descriptions, specifications, and images.

31.
Cognitive search uses ML to predict and profile
characteristics for each customer.

32.
35© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Cognitive search supports multiple channels and
continuously learns from each customer engagement.
Customer
profile
Product
content
Experience 1
Experience 2
Experience 3
Customer
data
Product
data
CS
repository
Cognitive search (CS)
Relevant
content
New and existing
channel technologies
Existing
databases
Continuous learning from new data
Third-party
data

33.
Determine if you should you make an offer or
send a gentle nudge right now?

34.
Find relevant product content that leads to
conversion right now?

35.
Image source: iStockphoto
Leverage in store engagement to personalize online
shopping.

36.
The Forrester Wave™:
Cognitive Search, Q2
2019
“Employees and customers have
an insatiable need for
information. Cognitive search
delivers it.”
“Top cognitive search vendors use more
and varied AI technologies, such as
natural language understanding (NLU),
machine learning (ML), and deep
learning.”

37.
Consider these six factors in choosing a
cognitive search platforms.

38.
#Information

39.
Garbage In = Garbage Out

40.
Organizations have dozens and hundreds of
applications that generate valuable data.

41.
© 2013 Forrester Research, Inc. Reproduction Prohibited 45
Organizations’ data is super rich - needed for
successful, pervasive machine learning
› Customer transaction data
› Point-of-sale data
› Customer and supplier
contract data
› Inventory data
› Supply chain data
› Product/service data
› ERP and manufacturing data
› Supplier transactions
› R&D data
› Sales and CRM data
› Marketing/advertising data
› Human resources data
› Finance/accounting data

42.
Data is the raw fuel of cognitive search.01001100110110
01001100110110

43.
Algorithms get the
press, but data leads
to success.

44.
Choose a CS solution with pre-built
data/content connectors and includes and
SDK to create customer connectors.

45.
#Intelligence

46.
Cognitive search is AI-powered search.

47.
The first step in finding personalized
information is to understand the user’s intent
and context?

48.
To offer relevant information, cognitive search
must find a needle in a haystack every time a
person initiates a query.

49.
Search queries should support multiple query
modes to explore list of results and answer
singular questions in a conversational
interfaces.

50.
Cognitive search leverages every user
interaction to automatically tune relevancy.

51.
If you want relevance
you need intelligence.

52.
Choose a cognitive search solution that
maximizes AI for intent, relevancy, query mode,
and tuning.

53.
#Operations

54.
Cognitive search solutions are like us; they
sometimes need help.

55.
Usage analytics lets you measure the
success of cognitive search.

56.
Tuning tools let you boost and bury
search results to improve relevancy
manually.

57.
Tune with tools
to rule.

58.
Choose a cognitive search solution that provides
usage analytics and manually tuning tools.

59.
#Applications

60.
Pre-built applications and/or solution
accelerators can make cognitive search
applications quick.

61.
Many cognitive search solutions provide SDK
and visual development tools to embed or
create custom applications.

62.
Infuse it to use it.

63.
#Architecture

64.
If search goes down, business goes down.

65.
Applications and data exists everywhere – on-
premise, cloud, and edge.

66.
Search must scale to handle an increasing
number of data, content, and customers.

67.
It ain’t fun,
if it don’t run.

68.
Choose a cognitive search solution that employs
scalable, high-availability, and cloud
design maxims.

69.
#Innovation

70.
AI is innovating rapidly…

71.
…in the open source community.

72.
Leverage the force of
open source.

73.
Choose a cognitive search solution that keeps
pace with AI innovation.

74.
#Advice

75.
Hyper-personalize digital commerce
experiences.

76.
Enjoy more conversions and more wallet share.

77.
The Forrester Wave™:
Cognitive Search, Q2
2019
Use AI-Powered
Cognitive Search to
hyper-personalize
digital commerce at
scale.

78.
FORRESTER.COM
Thank you
© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Mike Gualtieri
mgualtieri@forrester.com
Cognitive sea

79.
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80.
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