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Survival of the Fastest Causing a [R]Evolution in Marketing

@JeremyWaite Chief Strategy Officer Watson Customer Engagement


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How many digital transformation projects fail?

DIGITAL TRANSFORMATION PROJECTS FAIL. Watson Customer Engagement


13% Watson Customer Engagement

PROBABILITY OF WINNING IN A CASINO


Successful Businesses Focus on 4 Key Areas:

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Your Strategy

Your Data

Your Platform

Your Expertise

80% of businesses have the wrong strategy in place

90% of the world’s data was created in 2017

85% of digital transformation projects FAIL

Employees waste 19% of their week “searching”

Watson Customer Engagement


Your Strategy

Watson Customer Engagement


Watson Customer Engagement


2018 Technology Shifts

Augmented Intelligence Pervasive Cloud

Emerging Technologies (Voice)

Blockchain

Mobile First EXPERIENC E

Intelligence Of Things 8

Watson Customer Engagement

Social Security


ADAPTING

SHAPING

-

PREDICTABILITY

+

If your industry is unpredictable and you can’t change it

BIOTECH

TECHNOLOGY

• Real-Time Personalisation

• AI-Powered Marketing

BANKING

FOOD PRODUCTS

• Omni-Channel Commerce

• Supply Chain Optimisation

CLASSICAL STRATEGY Watson Customer Engagement

If your industry is unpredictable but you can change it

If your industry is predictable but you can’t change it

MALLEABILITY

+ VISIONARY If your industry is predictable and you can change it


“HOWEVER BEAUTIFUL THE STRATEGY, WE SHOULD OCCASIONALLY LOOK AT THE RESULTS”. Sir WINSTON CHURCHILL Watson Customer Engagement


IBM Watson + Wimbledon • •

• •

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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 Watson Customer Engagement


Your Data

Watson Customer Engagement


#BIGDATA

VOLUME

VELOCITY

VARIETY

VERACITY VALUE Watson Customer Engagement


#BIGDATA SOCIAL

THIRD PARTY CONSUMER INTERACTIONS

INTELLIGENCE of THINGS

POS

INTERNAL Watson Customer Engagement

INSTAGRAM

FACEBOOK

TWITTER

PINTEREST

SNAPCHAT

LINKEDIN

On average only 0.5% of customer data is ever analysed even though over 30% is useful.

LOCAL NEWS

DEMOGRAPHICS

DIGITAL INTERACTION

MACHINE SENSORS

SCANNER DETAIL

SUPPLY CHAIN

WEATHER

MARKET INSIGHTS

CONSUMER PERSONA

MACHINE INTERACTIONS

SKU LEVEL

INVENTORY

RETAIL STORE

PRICING

WIRELESS LOCATION

EVENT INTERACTION

OPERATIONS METRICS

GEO SPACIAL

ADVERTISING

80%

UNSTRUCTURED DATA

20%

STRUCTURED DATA

DISTRIBUTION CENTRE

CRM

PRODUCT


IBM Watson API’s for Marketers

Language

Alchemy Language

Sentiment

Natural Language Classifier

Tone Analyzer

Speech

Retrieve and Rank

Dialogue

Document Conversion

Relationship Extraction

Personality Insights

AlchemyVision

Visual Insights

Language Translation

Vision Speech to Text

Text to Speech

Data Insights

Visual Recognition

Watson Developer Cloud Emotion Analysis

Watson Customer Engagement

Concept Insights

Tradeoff Analytics

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.


“IT’S NOT ENOUGH TO DO YOUR BEST ~ YOU MUST KNOW WHAT TO DO AND THEN DO YOUR BEST”.

W. EDWARDS DEMING Watson Customer Engagement


Your Platform

Watson Customer Engagement


2011

Watson Customer Engagement


2012

Watson Customer Engagement


2014

Watson Customer Engagement


2015

Watson Customer Engagement


2016

Watson Customer Engagement


2017

Watson Customer Engagement


2018

Watson Customer Engagement


The AI-Powered Industry Platform Watson Customer Engagement Marketing

Commerce

Powered by AI

Supply Chain

IoT

Security

Analytics

Watson Platform Understand

Reason

Learn

Data (Public, Private, Partner)

Watson Customer Engagement

Interact

Global Ecosystem


Watson Customer Engagement Transform customer engagement across your value chain with‌

Watson Marketing

Watson Commerce

Watson Supply Chain

One journey, one experience, complete engagement.

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Watson Customer Watson CustomerEngagement Engagement


IBM Watson Customer Engagement Watson Marketing | Watson Commerce | Watson Supply Chain

One journey, one experience, complete engagement.

 True AI-Powered Marketing Automation Platform  Connects ANY Data Source via UBX  Cognitive Customer Experience Analytics  Real-time Personalisation  Intelligent Content Tagging  Supply Chain Insights  Watson Assistant Embedded 27

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”. Watson Customer Engagement


Your Experts

Watson Customer Engagement


We ask too much of technology and not enough of ourselves. Watson Customer Engagement

1. FILTERED 2. CLEAN 3. FILTERED


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

Watson Customer Engagement

TJW Labs


Watson Customer Engagement


IBM Watson Assistant Reads 10M Records Every Second Employees waste 19.8% of their week searching for information which helps them do their job.

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Watson Customer Engagement


AI for Business. Think of Watson more like an IA.

Watson Customer Engagement

What Watson is NOT:

What Watson is:

An employee

A tool to empower YOUR employees


“IF YOU WAIT UNTIL THERE’S A CASE STUDY IN YOUR INDUSTRY YOU WAITED TOO LONG”. SETH GODIN Watson Customer Engagement


Thank You. @JeremyWaite JEREMY.WAITE@UK.IBM.COM Watson Customer Engagement

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Jeremy waite wce 2018  

Jeremy waite wce 2018  

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