use of ai to future proof your marketing · how firsthive builds unified system level consumer...
TRANSCRIPT
5/2/2017 1
Creating Customer Identities . Driving Marketing ROI
Use of AI to future proof your marketing
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Experience 1: Targeting the Wrong Audience
Traditional retargeting methodologies which operate with limited non-contextual data.
Experience 2: Using the Wrong Channel to market
Broadcasting a generic message to all customers - ignored by most.
Experience 3: Irrelevant ContentOffers, coupons that are irrelevant /
meaningless.
Consumers experience bad marketing everyday
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Reason 1: I will hound you if I can contact you
Reason 2: Everyone is the same to me, nameless & faceless
Reason 3: Because I don't know you, I will spray and pray
…. and Brands lose over $500 billion* as a result!
Marketing methods employed by Brands are the root cause!
* 48% of all digital marketing spend is wasted today as per Nielsen’s Digital Ad Ratings Service
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The $1.2 trillion Marketing Industry does not have to be a blind game of chance!
0.8%
1.1%
4%
3%
Avg. Fb Ads CTR
Avg. Google Ads CTR
Avg. Email Open Rates
Avg. Email CTR
Negligible conversions from Social Impressions to Trxns
Unsustainable campaign ROI caused by:Wrong Audience selectionWrong Content choicesWrong Channel Choices for marketingWrong time of campaignsLack of identify leads to lack of personalisation
Marketers today engage the same consumer differently due to lack of unified identify=> leading to ridiculously low performance of most marketing campaigns
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The crowded tools market is adding fuel to this massive fire!
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And it shows no signs of slowing down
The average enterprise deploys ~ 91 tools to manage their marketing
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8
Social
Mob App
Paid Media
Webinars
BTL Campaigns / D2C
Web CMS
SEO
Website & Mobile Analytics
Ux / Landing Pages
Location / Personalisation
CRM
Marketing Automation
Tools
Enrichment
DW / DL
Retargeting Tools
Notifications
Email / SMS
Customer Support
Cloud Telephony
Live Chat
Internal Communication
Customer Feedback
Checkout Cart
Web Analytics & Attribution
Business Analytics
Channel / Partner Transaction Systems
POS
ERP
And the typical enterprise marketing stack is complex
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❖Complex Stack: Typical enterprises have anywhere between 20 & 50 channels & tools
❖Offline transition data is rarely leveraged: Digital stack is already very complex, Offline Data Sources / Transaction
measurement and tracking increases complexity drastically.
❖Data resides in Silos: None of the individual tools/channels talk to each other. So, multiple Data Silos exist.
❖No system consumer level identity: Impossible to build “primary key” based mapping for data from various independent
sources. Lack of single identity means no leverage of comprehensive customer interaction information at the enterprise
level to deliver meaningful conversations & campaigns
❖Channel focus instead of consumer focus: Each node delivers independent consumer experience focused just on that
channel or tool’s history;
Challenges with the typical enterprise marketing stack
<Typical Stack Depiction in following slide>
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Social
Mob App
Paid Media
Webinars
BTL Campaigns / D2C
Web CMS
SEO
Website & Mobile Analytics
Ux / Landing Pages
Location / Personalisation
CRM / ERPMarketing
Automation Tools
Enrichment
DW / DL
Retargeting Tools
Notifications
Email / SMS
Customer Support / Chat
Cloud Telephony
Internal Communication
Customer FeedbackCheckout Cart
Web Analytics & Attribution
Business Analytics
Channel / Partner Transaction Systems
POS
1. FirstHive Integrates the disjointed Enterprise MarTech StackImmediate Impact of FirstHive
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FirstHive’s Unification algorithm unlocks invaluable data & insights on consumer behaviour
2. FirstHive’s ML Unification Engine builds a Universal Consumer FirstHive ID
Continuously enriched, Unique Cross-channel Consumer Identity
FirstHive ID
✓ Probabilistic ML algorithms that build unique consumer identities
✓ Maps anonymous interactions, transactions & behaviours to identified consumers
✓ Real time Identity building
✓ Every incremental campaign enriches identities & behaviour tags
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Patent Pending real-time UniquificationTM algorithm
Supervised Learning Technique under Machine Learning for Classification
Algorithm.
Fuzzification Clustering algorithm to partition data sets, using 27 parameters &
counting
UniquificationTM Algorithm based on positive
probability distribution
Factoring in Negative probability impact on the UniquificationTM process
UUID – Universally unique identifier, a 128-bit
‘FirstHive identity’ for each customer
Our Secret Sauce: FirstHive’s Advanced ML Consumer Identity building Algos
How FirstHive builds unified system level consumer identities
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FirstHive sets the enterprise on a high performance marketing roadmap
3. FirstHive’s AI Recommendation Engine Optimises Marketing Choices
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The proof of the pudding ….. you know the rest
Acquire Engage Retain Drive Advocacy
Acquire Banking Major in India
Drove over a million new referrals
from individual consumers’ mail
and Facebook graph
Indonesia - Lifestyle major
Relevant nudges and content
delivered via chat bots to
shoppers subject to content
already viewed and source
Beauty major
Co opted salon partners for
PoS integration and overlay
with sampling data and
provide relevant nudge via
key influencers
Boosted a QSR apps’
lead funnel by over 7X
by providing access to
the pseudonymous
profiles
5/2/2017 15
The Future of Marketing is Glorious with
Thank You
Vishal [email protected]
(M) 77188 08076