artificial intelligence is here - b2b...
TRANSCRIPT
Nick Worth, CMO, Selligent
@nsworth
Artificial Intelligence Is Here:
How Can You Ensure It Doesn't
Make Your Customers Hate You?
BUT FIRST, A DISASTER STORY
AI
MACHINE LEARNING LEARNING FROM EXPERIENCE
Autonomous cars
Robotic locomotion
Facial recognition
Facial recognition
AI IS IN THE
POCKET OF EACH
CUSTOMER Google now
siri
alexa
facial recognition
pikazo
netflix
spotify
…
The new tech giants are B2C
companies
Ultimate Customer
Experience
WHAT CAN AI DO FOR YOU?
Personal Relevant
Timely Ubiquitous
ULTIMATE CUSTOMER EXPERIENCE
1:1 and real time Data, KPI, ROI
You don’t need to understand all this
It’s the job of the
MOVES MARKETERS FROM
EXECUTION TO STRATEGY
Audience Offers/Content Connect offers to your audience
Audience AI Offer AI Journey AI
WHO WHAT WHEN & HOW
The ‘right’ person The ‘right’ offer The ‘right’ time & channel
1:1 MARKETING AT SCALE
rui
Use
rs
Items
i
u
EXTENSIVE USE OF COLLABORATIVE FILTERING
PERFORMANCE VS. DISCOVERY:
“WHITE SOCKS” EFFECT
PERFORMANCE VS. DISCOVERY:
“WHITE SOCKS” EFFECT
TURNING IT OVER TO THE
MACHINES WITH CONFIDENCE…
1. START WITH
WHAT’S POSSIBLE TODAY
Start Here
2. EVALUATE THE (REAL)
CUSTOMER EXPERIENCE
?
?
?
?
?
?
?
Entitled
Customer
3. ANTICIPATE THE SHORTFALL
4. THE DEVIL IS IN THE DETAILS
Transparency
on customer
paths
GET EXCITED ABOUT
WHAT’S POSSIBLE
Nick Worth, CMO, Selligent
@nsworth
THANK YOU!