live experience & artificial intelligence: creating more personal experiences with big data

INTELLIGENCEARTIFICIAL

ANDLIVE EXPERIENCE

CREATING MORE PERSONAL EXPERIENCES THROUGH BIG (AND SMALL) DATA

DIGITAL STRATEGISTJACK MORTON WORLDWIDEe: ben_grossman@jackmorton.comm: + 1.617.752.1171t: @BenGrossmanw: www.ben-grossman.com

BEN GROSSMAN

Continue the conversation!(or have your robot do it for you)

Read our blog: blog.jackmorton.comFollow us on twitter: @JackMortonVisit us online: www.jackmorton.com

1. DEFINING THE A.I. OPPORTUNITY

2. CREATING SMART EXPERIENCES

3. USING HUMAN JUDGMENT

SMART TALK ON ARTIFICIAL INTELLIGENCE

1. DEFINING THE A.I. OPPORTUNITY

2. CREATING SMART EXPERIENCES

3. USING HUMAN JUDGMENT

SMART TALK ON ARTIFICIAL INTELLIGENCE

ARTIFICIAL INTELLIGENCE

Originally coined in 1955 by John McCarthy, a computer and cognitive scientist.

Technology that is able to perform tasks that normally require human intelligence.

ARTIFICIAL INTELLIGENCE

VISUAL PERCEPTION

SPEECH RECOGNITION

DECISION-MAKING

TRANSLATION OF LANGUAGE

COMMON USES:

“John McCarthy

computer and cognitive scientist

The major [artificial intelligence] obstacle is not the lack of machine capacity but our inability to write programs taking full advantage of what we have.”

So why are we still talking

ARTIFICIAL INTELLIGENCE

over 50 years later?

BIG DATA(and even small data)

VOLUME HAS EXPLODED.Companies store over 235 terabytes of data—more data than is contained in the US Library of Congress.

Sources: McKinsey Global Institute, In 15/17 US economy sectors in companies with 1,000 employees or more

MOST GOES UNUSED.Only 11% of marketers’ decisions are made using data. The rest? Made from the gut (aka “intuition”).

CEB study of nearly 800 marketers at Fortune 1000 companies on customer-related decisions

BIG DATA(and even small data)

TODAY, IT’S A COMPETITIVE ADVANTAGE.

TOMORROW, IT WILL BE A NECESSITY.

1. DEFINING THE A.I. OPPORTUNITY

2. CREATING SMART EXPERIENCES

3. USING HUMAN JUDGMENT

SMART TALK ON ARTIFICIAL INTELLIGENCE

AS A GLOBAL BRAND EXPERIENCE AGENCY, WE THINK ABOUT BRANDS A LITTLE DIFFERENTLY.

TO US,BRANDS ARE VERBS,NOT NOUNS.

WHICH MEANS THEY TAKE ACTION CONSTANTLY.

WHEN YOUR BRAND ACTS,

SO IN A WORLD WHERE CONSUMER EXPECTATIONS ARE ON THE RISE,

DOES IT ACT SMART?

OR DOES YOUR BRAND LEAVE SOMETHING TO BE DESIRED?

(LIVE EXPERIENCE)

OR DO YOU HAVE:‣ NEW BUSINESS CHALLENGES?‣ LACKLUSTER ATTENDANCE?‣ ATTENDEE ABANDONMENT?‣ JADED AUDIENCES?‣ POOR ROI?

TRY PUTTING PEOPLE (AND THEIR DATA) AT THE CENTER OF YOUR EXPERIENCES.

HOW DO YOU COLLECT PARTICIPANT DATA?

WHATEVER IS MOST NATURAL:‣ Basic Registration: Online, Tablets, Mobile

‣ Cookie-Based Internet Activity Tracking

‣ Social Media Authentication

‣ Social Media Monitoring/APIs

‣ Near Field Communication (NFC)

‣ Radio Frequency Identification (RFID)

‣ Mobile Applications & Websites

‣ Existing Databases (Historic Records)

‣ Business Cards

➡ ENTICE➡ ENGAGE➡ EXTEND

READY FOR TACTICAL SUGGESTIONS?

WE THINK OF LIVE EXPERIENCES IN TERMS OF THREE ATTENDEE MENTAL MODES:

ENTICE‣ Tailored Invites: Use historic or

website browsing data to determine which information to highlight in invitations to the experience.

‣ Socially Targeted Ads: Birds of a feather flock together and people often attend live experiences with other people they know. Target ads to potential attendees based on who has already RSVPed.

‣ Dynamically Generated Tease Materials: Offer potential attendees a customized justification letter to their boss, schedule of experiences or VIP experience based on what you already know about them.

ENGAGE‣ Facial Recognition Check-In:

Leverage photos from attendees social media sites to automate the check-in process using facial recognition.

‣ Real-time Speech Transcription: Any time a presenter is speaking, use a real-time transcription platform to generate a live word cloud or data visualization for audiences at the event live or viewing from afar.

‣ Pre-matched Networking: Do away with awkward cocktail and dining networking sessions and deliver real value (and fun) to attendees by matching them up using data from their social media profiles.

EXTEND‣ Lubricate Social Sharing: Allow

users to seamlessly share personalized experiences and content using RFID or NFC while at the live experience.

‣ Follow-Up Meet-Ups: Use data about shared interest, behavior at the live experience and what participants value to schedule small, follow-up meet-ups in niche groups.

‣ Start A Crowdsourced Project: Allow attendees at the live experience to contribute to an exquisite corpse style project that continues after the experience (and perhaps is showcased at a future one).

AN EXAMPLE OF A GREAT CROWDSOURCED PROJECT THAT CONTINUES THE MUSEUM EXPERIENCE WELL AFTER ATTENDEES HAVE LEFT THE TATE MODERN.

http://www.exquisiteforest.com/

➡ ENTICE➡ ENGAGE➡ EXTEND

BUT THOSE ARE JUST A FEW BASIC SUGGESTIONS.

WHERE WILL YOUR DATA AND BUSINESS CHALLENGES TAKE YOU?

1. DEFINING THE A.I. OPPORTUNITY

2. CREATING SMART EXPERIENCES

3. USING HUMAN JUDGMENT

SMART TALK ON ARTIFICIAL INTELLIGENCE

BUT BEFORE YOU SWITCH A.I. ON, A FEW ‘WATCH OUTS’(THIS IS WHERE THE HUMAN JUDGEMENT COMES IN)

Using your data right means using it in a way that consumers find genuinely helpful (perhaps even delightful!).

Use it in a way they find creepy and they’ll be running in the other direction.

CREEP FACTOR

USE YOUR POWERS FOR GOOD.With great data comes great responsibility.

If you just start turning people’s data over to other marketers people will feel violated.

DEATH OF THE A/B TEST.Averages aren’t always best.

Optimizing brand experiences isn’t about finding which option works better than the other.

It’s about varying the options so that there’s a unique brand experience for everyone.

A.I.

But it’s only as good as the people, data and thought behind it.

At Jack Morton, we use a proprietary Brand Experience Optimization model that was developed in partnership with the University of Michigan’s Center for Statistical Consulting and Research.

What will you do to maintain quality?

WE

1. DEFINING THE A.I. OPPORTUNITY

2. CREATING SMART EXPERIENCES

3. USING HUMAN JUDGMENT

SMART TALK ON ARTIFICIAL INTELLIGENCE

DIGITAL STRATEGISTJACK MORTON WORLDWIDEe: ben_grossman@jackmorton.comm: + 1.617.752.1171t: @BenGrossmanw: www.ben-grossman.com

BEN GROSSMAN

Continue the conversation!(or have your robot do it for you)

Read our blog: blog.jackmorton.comFollow us on twitter: @JackMortonVisit us online: www.jackmorton.com

INTELLIGENCEARTIFICIAL

ANDLIVE EXPERIENCE

CREATING MORE PERSONAL EXPERIENCES THROUGH BIG (AND SMALL) DATA