ai - sales & marketing - terry jones

I do keynotes, keynotes with breakouts and after dinner speeches for corporations, associations, educational

institutions and governments www.tbjones.com

AI - Sales & Marketing

I’ve been on this road a long time

I began my career as A Receptionist in a travel Agency - 50 years ago

Vega Travel

Used Hi Tech

Intourist

RQ two single room Rossia hotel

Fares

Schedules

Data as a competitive advantage

© 2014 – 2016 WayBlazer Inc. – Strictly Confidential – www.wayblazer.com

It started witha visit to IBMHeadquarters

So I got to know Watson!

Why now? A I Winter

A I Winter

“If you don’t have an AI strategy you are going to die

in the world that is coming”

David Wenig

CEO eBay

2015 Press Release

AI Funding Since 2012$15 Billion over 2250 Deals!

Here Now!

Driverless Mining Trucks Hottest Areas

`Get slides @

www.tbjones.com

Twitter: terrellbjones

Implications of AI?

Why now?

90% of the world datacreated in the last three years

80% Unstructured

Complexity = Opportunity

We have issues...Increasing amounts of unstructured dataTraditional computing unsuited

for its analysis

Systems that can make senseof the data in which we are

drowning

Enter AI 3rd wave of chips

Systems of insightI

Conne

ctivit

y

Mobility

Big Data

Cloud

A.I.

Foundations of disruption

AI

Game Changer

Unstructured data

Create order

1

Learning Computer2

“It’s worth more when it’s old than when it’s new!”

Learning

Billions of miles of learning

24x7x365 Going to Class

Learned systems can give advice Watson gives you advicewith confidence levels

3

Natural Language

I want to go to Italy this summer with my family

4

I want to go to Italy this summer with my family

A system that can

• Make sense of unstructured data

• Offer advice

• Speak and understand natural language

• Learn

Disrupting!

• Personalization• Product Design

• Filter• Advice

• OutcomesMedian ROI 17% (Deloitte)

AI Application Areas

Cognitive Insights

• Predictive Buying Behavior

• Predictive graduation

• Actuarial Models

• Fraud Detection

• OnLine Security

Customer Cognitive Engagement

• Chatbots

• Smart Speakers

• Class Advisors

• Health Advisors

Process Automation

• Back Office

• Finance

• Administration

• HR

• Robotic Process Automation

• Claims

• Applications

AI - Sales & Marketing

`

CRM & CEMLead generation & customer acquisition

Marketingintelligence Advertising &

media buying

Brandbuilding

Campaign optimization,

analytics & ABM

Search

interfacesBots &

virtual assistantsRecommender

systemsContent creation

& dynamic creative

AI has many applications in marketing

Important but not MOST Important

?

Personalization Personalization

Increased Personalization = $>

Minnie Driver

AI as curator Computer Vision

Better than humans

This doesn’t happen overnight Image Net - 2009

1 Billion Images50,000 people to classify

Humans 5% Error

RateComputer

4.8%

IncreasedConversion 15%

Facial recognition

Customer Service - Quality

Passenger boarding

Predictive Analytics Email Personalization

• St. Martin flights empty

• Who goes to St. Martin frequently?

• Generate personalized email (collaborative filtering)

• Who buys ancillary products frequently?

• Either offer, or give them fast path to purchase

Campaign Optimization Not a/b but AI

Search

interfaces Recommendersystems

Product Discovery

AI is the new UI

NLP

Richer Input

Intent


Sothatuserinterfacescanevolve

Theystillaskyou“Where”and“When”

Butyou’rethinking “Anisland,withmyfamily,withgolfand

kidsactivities”

Richer Output

Man

WomanSunset

Pool

Romantic

reviews and descriptions extracted concepts + modifiers

©2014-2017WayBlazer,Inc

My family just got back from a 6 night trip there and the hotel was incredible. My boys loved the pool complex with a lazy river ride while my wife and I spent the time at the swim up bar. My wife really loved the personal time she got at the spa while I took the kids to the nearby lake for some fishing and hiking. The staff was friendly and the rooms were large and comfortable. I would strongly recommend this property to another family.

derived intelligence

Watersports

Outdooractivities

Family

Pool

LazyRiver

fishing

Hiking

Spa

Better Answers

Heaven onEarth

Insight

Tennis

Wine

Spa

Evidence

Evidence

activities for kids

activities for kids

Airline Miles Slot Machine

Battle of the BOTS

2016•CONFIDENTIAL•Donotusewithoutpermission•M.Saxena@manojsaxena

Some are reaching for relevance

800 Flowers


Average travel searchervisits 38 Sites!

InferredIf you liked this

you might like this! (and cheaper)

Observed Declared

AI Robots Replace Repetitive TasksRobotics

RPA (Robotic Process Automation)

AI Authors

The biggest disruptor

Error rate only 5.8%

Voice

Amazon Echo

100 Million of these devices by ye

ar end 2018

The new gatekeepers

` Many Choices

Once they buy one type only

11% will buy another

Speaker ScenarioAnd what is the effect on Brand?

Double Digit Conversio

n Increase

AI in your room Order room service from

“Edward”

More valuable solutionscombine data in new ways

Public Data

Industry Data

Corporate Data

Required ingredients

©&2015&Forrester&Research,&Inc.&Reproduction&Prohibited 10

Continuous$learning

Digital$insights

What$you$need$is$a$link$between$data,$insight$and$action

All&possible&data

All&possibleactions

Rightdata

Effectiveactions

Source:&April&27,&2015,&“Digital&Insight&Is&The&New&Currency&Of&Business”&Forrester&reportImagine doing this one insight and one business process at a time in a specified Domain

AI Advisors

© CognitiveScale 2017. All Right Reserved. | Confidential | Do Not Use Without Permission

It’s like plugging a digital brain into your business

�152

Busin

ess

Valu

e

Prescriptive

Predictive

Deductive

What could happen next?

What is the best course of action?

How can we learn and act continuously?

Diagnostic

What does that mean?

Descriptive

What happened?

How can everyone be more right?

More often?

90%

of B

usin

esse

sar

e fo

cuse

d he

reC

OG

NIT

IVE

CLO

UD

OPP

ORT

UN

ITY

SPAC

E

Pediatric Asthma

HealthcareCognitive Cloud

Pollen.com Tweet Tue, 10:00 CT

Ragweed, 81832

5 Ragweed variants17 children at risk

3 admitted <90 days

4 will end up in ER1 w/o reimbursement

a) Parents reminderb) School Nursec) Mail Inhalerd) Parents Uber

Wed AM:How many affectedWhich option best?Update knowledge

Ambient AI Based Computing• Sensor reports to doctor • Doctor orders new prescription • Pharmacy alerts your phone • GPS reminds you on way home • You stop and pay via facial reco

A Battle Is ComingBattle

toOwn the edge

Location, Location, Location Edge is where the customer is

ConvenienceFree and a 5% discount

Platform

VR vs AR

Augmented Reality

VR and don’t go! • image as input • sensor as input • voice as input and output • vision as input and output • Gestures as input • Wearables as input

Sales! Relationships are changing

Selling must change

Selling Speeds &

Feeds

To technical buyers

Today

Collaboratively designing

For digitally empowered companies

AI is changing what you sell as well as how you sell it!

Machine LearningAnalyticsCloud

IOT Technology Chain

ConnectivitySensors

John Rossman The Amazon Way on IoT

From Sensing To MeaningTo ActionAC Shutdown

Section 1`

Backup on Service

Dispatched

Platform

Hubs/Ecosystems/Platforms

Info Info

Info

Info

Info

Social

SocialSocial

Social Social

Music

MusicMusic

Music Music

Flights

Flights Flights

Flights

Flights

Sensor

Sensor

SensorSensor

Sensor

Industry

Industry

IndustryIndustry

Industry

Farm Equipment

System

Farm Equipment

System

Weather Data

System

Irrigation System

Seed Optimization

System

Farm Management

System

Seed Database

Farm Performance Database

Complex Sale ONIOutcomes Not Iron

Outcomes Opportunities

40% Mass Reduction 20% Decrease Weight Customers are harder to catch

We need a better mousetrap “How do I call on a guy athome in his PJs?

Predictive AnalyticsPredictive Analytics Prioritizes

Leads

Lead Scoring Lead Nurturing• AI is helping sales team present the

right coupon at the right moment

Up Sell/Cross Sell

“Is there anything else sir? - A shirt to go with the tie perhaps? Handkerchiefs? Socks? Shorts? Pajamas, Cuff Links? Belt, Slacks? Suit? Hat? Shoes? Slippers? Sweater, Riding Breeches, Riding Crop?

Crystal - Customer AnalysisAnalysis across Linkedin Salesforce and others

Creates personality targeted emails

Sales Call AnalysisChorus records and analyzes sales calls to determine the ‘why’ of Wins and Losses.

Sales ForecastingAnalysis of what won/lost deals have in common

How many people in buying group?

How often were they contacted and when?

cresta

• Analyze thousands of past chats

• Use the knowledge to recommend next thing for agent to say

• Increase conversion 25% Reduce time to productivity by 75%

• No requirement to load product catalog!

Speedy & Automated Learning

AI Enabled But most aren’t ready!

Profit Margin vs Average

To be successful

No Science Projects

Solve real problems

Local Information Powered by

Turn Shoppers

Into BuyersImproving Conversion

Make it very easy to use

From hand crafted


EasytoInstallAPIs

RecommendationsAPI

Identifyingandrankingtheresultset

(Accommodations,Cruises,Tours,etc.)

MediaAPI

Identifyingthemostrelevantimages/videos

EvidenceAPI

Information,amenities,reviews,etc.

DestinationAPIRestaurants,activities,

andattractions

�218

Up and running in two weeks

Produce Measurable Results

Results? - A hotel chain

ConversionRate

Increased17%

It’s hard and complex work

“Men Wanted For Hazardous Journey. Small Wages. Bitter

Cold. Long Months Of Complete Darkness. Constant Danger. Safe

Return Doubtful. Honor and Recognition In Case Of Success”

Ernest Shackleton

It can be VERY expensive Use other people’s money

Integration can be a challenge 4 years ago I launched my 5th startup

Ran outta moneyTests went great but installation

took forever

A.I. in your industry

Legal

HeavyIndustry

FinancialServices Logistics

Education

Agriculture

Retail

Travel

A.I. in your enterprise

Security

DigitalCommerce

Logistics Marketing

Support

H.R.

B.I.

Finance

A. I. Toolsets

TextAnalysis

Bots Navigation

Aerial

NLP

VisualsVideo

Translation

OpenLibraries

�236

Marketing Clouds• Salesforce Einstein

• Adobe Marketing Cloud

• Oracle Customer Experience Cloud

• IBM Marketing Cloud

• SAP Hybris Marketing Cloud

Very Expensive

PocProduction

Conflict

Orchestration Data Silos

Marketing Sales Manf Finance

[email protected]

Training will be difficult It’s not magic

You can’t recommend hotelsfor toddlers vs. teens!

The words toddler nor te

en in database!

Golf?

Training Pre Trained Graph Graph Trained for your industry

Skill: Machine training Data Maturity

Successful businesses will be Cognitive

What is a Cognitive Business?

• Continuously learns and improves with time

• Actively discovers, learns, and acts from data, interactions

• Builds and tests new engagement capabilities

• Drives new business processes and models

Recreateimagine

Chef Watson

• All the ingredients they could find

• All the recipes they could find

• A formula for what tastes good

• Parameters:

• Create new recipes

• Don’t make any existing recipe

• Try for something unusual

Austrian Chocolate Burrito!

• `

Discover & Act Reimagine Engagement

Learn & Recommend Stretch

Welcome back, Sarah. Where would you like to go?

Account Balance: 29, 758

Flights from Houston to Chicago Tomorrow

“I want a nonstop flight to London tomorrow after 4pm in business class

with aisle seat and lie flat bed”

We can’t keep our data here anymore!

Discover

Engage

Act

Learn

Lessons learned

AI’s time is NOW

CloudMobile

Blockchain

Cheap Computing

Ubiquitous Connectivity

Social

Master IOT

Find Insights

Stalled Conversions

Paradox of Choice

Smart everything

A system that can

• Make sense of unstructured data

• Offer advice

• Speak in natural language

• Learn

Its about learning

AI is the new UI

Legal

HeavyIndustry

FinancialServices Logistics

Education

Agriculture

Retail

Travel

It is ready now!

Security

DigitalCommerce

Logistics Marketing

Support

H.R.

B.I.

Finance

It will be disruptive!

A.I.

“Just as electricity transformed almost everything 100 years ago, today I have a hard time thinking of an industry that Ai won’t

transform in the next several years”

Andrew Ng Former

Chief Scientist Baidu


Huge implications for every business

“We’ve only seen 5% of what AI can do”

Yann LeCun Director of Research

Facebook

ai - sales & marketing - terry jones

Documents