Watson Customer Engagement
Marketing in the
Cognitive Era
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Przemek Sienkiewicz
Cloud & Cognitive Sales Leader
Watson Customer Engagement
Try It:
www.thenorthface.com/xps
There has been a massive
change in how people
engage with brands.
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Watson Customer Engagement
Structured and active Unstructured and dark
Data that‟s coming Data outside your firewall Data you possess
We need to embrace the data
that helps us understand and
serve our customers better.
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Watson Customer Engagement
Natural Language
Cognitive Technologies
Evidence-based
Analytics
Hypothesis Generation
Learning
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Watson Customer Engagement
Understand. Reason. Learn. Interact.
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Watson Customer Engagement
Grow your brand
with confidence
How would your marketing
change if…
a cognitive system could help
you rapidly crack into a new
market segment?
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Watson Customer Engagement
CASE STUDY
Opportunity Approach Results
Unilever updated it‟s
biggest brand Knorr that is
sold in 87 countries with a
global campaign that asks
whether flavor can help you
find love
Knorr created a Flavor
Profiler in partnership with
IBM that identifies your
flavor profile and serves up
recipes
Research among 12,000 people
in 12 countries, found that 78% of
people are more likely to be
attracted to someone who enjoys
the same flavors
Can Flavor Help You Find Love?
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Watson Customer Engagement 3/23/2017 ‹#›
Watson Customer Engagement
CASE STUDY
Opportunity Approach Results
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Watson Customer Engagement
Try Watson
Personality Insights https://personality-insights-
livedemo.mybluemix.net/
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Watson Customer Engagement
Optimize
Paid Media
How would your marketing
change if…
a cognitive system could ingest
structured and unstructured data to
uncover the most meaningful
purchase triggers and use them to
execute targeted advertising?
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Watson Customer Engagement 3/23/2017 ‹#›
Watson Customer Engagement
CASE STUDY
Opportunity Approach Results
$27B: the estimated spend
on programmatic display
advertising globally in 2017.
IBM tested Watson on its
own display ad purchasing
to see if it would deliver
results.
The model, created in
conjunction with IBM
Research, ingests large
amounts of data to identify
optimization opportunities
such as time of day,
browser type, language
Watson reduced its cost per click
on average by 35%. At its best,
using Watson reduced the cost
per click for IBM by 71% when
compared to its previous buying
methods.
IBM Cognitive Bid Optimization
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Watson Customer Engagement
Discover the
Opportunity in All Data
How would your marketing
change if…
a cognitive system could ingest structured
and unstructured data to uncover the most
meaningful purchase triggers and use them
to develop unique insights into customer
feelings, motivations and behaviors?
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Watson Customer Engagement
IBM Watson
Real-Time
Personalization
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Watson Customer Engagement
Optimize
Customer Journeys
How would your marketing
change if…
you had a way to automatically
identify the most important customer
journeys for each the pattern of
interactions?
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Watson Customer Engagement
IBM Watson
Customer
Experience
Analytics
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Watson Customer Engagement
Interact
Naturally
How would your marketing
change if…
a cognitive system could see,
talk, hear, and interact with humans
in a natural way?
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Watson Customer Engagement
CASE STUDY
Opportunity Approach Results
Macy‟s was looking for a
way to empower customers
on site at
each Macy‟s location
IBM Watson and Satisfi
created a mobile
companion using Watson‟s
Natural Language Classifier
Now on pilot in 10 locations,
the mobile companion also
incorporates a Spanish language
feature via Watson Language
translation
“Macy‟s On-call” natural, mobile interaction on site
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Watson Customer Engagement
CASE STUDY
Opportunity Approach Results
Deliver a more
personalized online
shopping experience for the
North Face Fall/Winter
2015 outerwear selection
Construct a cognitive
application with partner
Fluid that let shoppers ask
Watson questions about
their travel plans and
apparel needs and receive
the appropriate outwear
recommendations
Shoppers averaged 2 minutes
with the platform and generated
a 60% click through rate to the
product recommendation. 80%
said they‟d use it again.
Your Digital Personal Shopper
Try It:
www.thenorthface.com/xps
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Watson Customer Engagement
Gain Insight
and Take Action
How would your marketing
change if…
you had a „cognitive‟ analyst watching
out for you and would send you
real-time predictions and updates
on performance metrics?
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Watson Customer Engagement
IBM Marketing
Performance
Insights:
Smart Alerts
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Watson Customer Engagement
Cognitive business.
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Make better real-time decisions with embedded
expertise and recommendations built into today‟s
popular marketing solutions
Be agile with an open approach providing real-
time data exchange with hundreds of partner
applications
Discover, prototype and run bespoke customer
and employee experiences with IBM Bluemix
Garage services
With Watson Marketing
as your partner, you can
Watson Customer Engagement
Join our community of marketing leaders
Telco clients have increased cross sell
success rates to more than 40%
Leader In the Gartner
Quadrant for
Multichannel Campaign
Management for the
sixth year in a row
Banking clients have
generated 4x Revenue Retail clients have
increased offer
redemption and
customer click-thru
to 50%
Travel clients increased
revenue by 400% per
impression
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Watson Customer Engagement
Screenshot
Watson Customer Engagement 3/23/2017 26
Watson Customer Engagement
Przyłaczcie się… ibm.com/watson/marketing
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