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LIVE EXPERIENCE
       AND


ARTIFICIAL
INTELLIGENCE
  CREATING MORE PERSONAL EXPERIENCES
     THROUGH BIG (AND SMALL) DATA
Continue the conversation!
(or have your robot do it for you)

BEN GROSSMAN
DIGITAL STRATEGIST
JACK MORTON WORLDWIDE
e: ben_grossman@jackmorton.com
m: + 1.617.752.1171
t: @BenGrossman
w: www.ben-grossman.com
Read our blog: blog.jackmorton.com
Follow us on twitter: @JackMorton
Visit us online: www.jackmorton.com
SMART TALK
ON ARTIFICIAL
INTELLIGENCE
 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
ARTIFICIAL
INTELLIGENCE
Technology that is able to
perform tasks that normally
require human intelligence.

Originally coined in 1955 by
John McCarthy, a computer and
cognitive scientist.
ARTIFICIAL
INTELLIGENCE
COMMON USES:

VISUAL PERCEPTION

SPEECH RECOGNITION

DECISION-MAKING

TRANSLATION OF LANGUAGE
“
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.”
                                   John McCarthy
                       computer and cognitive scientist
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.

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




Sources: McKinsey Global Institute, In 15/17 US economy sectors in companies with 1,000 employees or more
         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.
SMART TALK
ON ARTIFICIAL
INTELLIGENCE
 1. DEFINING THE
    A.I. OPPORTUNITY
 2. CREATING SMART
    EXPERIENCES
 3. USING HUMAN
    JUDGMENT
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.
SO IN A WORLD
WHERE CONSUMER
EXPECTATIONS ARE
                   WHEN YOUR
ON THE RISE,       BRAND ACTS,
                   DOES IT
                   ACT SMART?
OR DOES YOUR
BRAND (LIVE EXPERIENCE)
LEAVE SOMETHING
TO BE DESIRED?
    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
READY FOR TACTICAL SUGGESTIONS?
WE THINK OF LIVE EXPERIENCES
IN TERMS OF THREE ATTENDEE
MENTAL MODES:
     ➡ ENTICE
     ➡ ENGAGE
     ➡ EXTEND
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/
BUT THOSE ARE JUST A FEW BASIC SUGGESTIONS.
WHERE WILL YOUR DATA AND
BUSINESS CHALLENGES TAKE YOU?
     ➡ ENTICE
     ➡ ENGAGE
     ➡ EXTEND
SMART TALK
ON ARTIFICIAL
INTELLIGENCE
 1. DEFINING THE
    A.I. OPPORTUNITY
 2. CREATING SMART
    EXPERIENCES
 3. USING HUMAN
    JUDGMENT
BUT BEFORE YOU
SWITCH A.I. ON, A
FEW ‘WATCH OUTS’
(THIS IS WHERE THE HUMAN JUDGEMENT COMES IN)
CREEP FACTOR
   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.
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.
WE     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.




A.I.
       What will you do to maintain quality?
SMART TALK
ON ARTIFICIAL
INTELLIGENCE
 1. DEFINING THE
    A.I. OPPORTUNITY
 2. CREATING SMART
    EXPERIENCES
 3. USING HUMAN
    JUDGMENT
Continue the conversation!
(or have your robot do it for you)

BEN GROSSMAN
DIGITAL STRATEGIST
JACK MORTON WORLDWIDE
e: ben_grossman@jackmorton.com
m: + 1.617.752.1171
t: @BenGrossman
w: www.ben-grossman.com
Read our blog: blog.jackmorton.com
Follow us on twitter: @JackMorton
Visit us online: www.jackmorton.com
LIVE EXPERIENCE
       AND


ARTIFICIAL
INTELLIGENCE
  CREATING MORE PERSONAL EXPERIENCES
     THROUGH BIG (AND SMALL) DATA

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Live Experience & Artificial Intelligence: Creating More Personal Experiences With Big Data

  • 1. LIVE EXPERIENCE AND ARTIFICIAL INTELLIGENCE CREATING MORE PERSONAL EXPERIENCES THROUGH BIG (AND SMALL) DATA
  • 2. Continue the conversation! (or have your robot do it for you) BEN GROSSMAN DIGITAL STRATEGIST JACK MORTON WORLDWIDE e: ben_grossman@jackmorton.com m: + 1.617.752.1171 t: @BenGrossman w: www.ben-grossman.com Read our blog: blog.jackmorton.com Follow us on twitter: @JackMorton Visit us online: www.jackmorton.com
  • 3. SMART TALK ON ARTIFICIAL INTELLIGENCE 1. DEFINING THE A.I. OPPORTUNITY 2. CREATING SMART EXPERIENCES 3. USING HUMAN JUDGMENT
  • 4. SMART TALK ON ARTIFICIAL INTELLIGENCE 1. DEFINING THE A.I. OPPORTUNITY 2. CREATING SMART EXPERIENCES 3. USING HUMAN JUDGMENT
  • 5. ARTIFICIAL INTELLIGENCE Technology that is able to perform tasks that normally require human intelligence. Originally coined in 1955 by John McCarthy, a computer and cognitive scientist.
  • 6. ARTIFICIAL INTELLIGENCE COMMON USES: VISUAL PERCEPTION SPEECH RECOGNITION DECISION-MAKING TRANSLATION OF LANGUAGE
  • 7. “ 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.” John McCarthy computer and cognitive scientist
  • 8. So why are we still talking ARTIFICIAL INTELLIGENCE over 50 years later?
  • 9. 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. MOST GOES UNUSED. Only 11% of marketers’ decisions are made using data. The rest? Made from the gut (aka “intuition”). Sources: McKinsey Global Institute, In 15/17 US economy sectors in companies with 1,000 employees or more CEB study of nearly 800 marketers at Fortune 1000 companies on customer-related decisions
  • 10. BIG DATA (and even small data) TODAY, IT’S A COMPETITIVE ADVANTAGE. TOMORROW, IT WILL BE A NECESSITY.
  • 11. SMART TALK ON ARTIFICIAL INTELLIGENCE 1. DEFINING THE A.I. OPPORTUNITY 2. CREATING SMART EXPERIENCES 3. USING HUMAN JUDGMENT
  • 12. AS A GLOBAL BRAND EXPERIENCE AGENCY, WE THINK ABOUT BRANDS A LITTLE DIFFERENTLY.
  • 13. TO US, BRANDS ARE VERBS, NOT NOUNS. WHICH MEANS THEY TAKE ACTION CONSTANTLY.
  • 14. SO IN A WORLD WHERE CONSUMER EXPECTATIONS ARE WHEN YOUR ON THE RISE, BRAND ACTS, DOES IT ACT SMART?
  • 15. OR DOES YOUR BRAND (LIVE EXPERIENCE) LEAVE SOMETHING TO BE DESIRED? OR DO YOU HAVE: ‣ NEW BUSINESS CHALLENGES? ‣ LACKLUSTER ATTENDANCE? ‣ ATTENDEE ABANDONMENT? ‣ JADED AUDIENCES? ‣ POOR ROI?
  • 16. TRY PUTTING PEOPLE (AND THEIR DATA) AT THE CENTER OF YOUR EXPERIENCES.
  • 17. 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
  • 18. READY FOR TACTICAL SUGGESTIONS? WE THINK OF LIVE EXPERIENCES IN TERMS OF THREE ATTENDEE MENTAL MODES: ➡ ENTICE ➡ ENGAGE ➡ EXTEND
  • 19. 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.
  • 20. 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.
  • 21. 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).
  • 22. AN EXAMPLE OF A GREAT CROWDSOURCED PROJECT THAT CONTINUES THE MUSEUM EXPERIENCE WELL AFTER ATTENDEES HAVE LEFT THE TATE MODERN. http://www.exquisiteforest.com/
  • 23. BUT THOSE ARE JUST A FEW BASIC SUGGESTIONS. WHERE WILL YOUR DATA AND BUSINESS CHALLENGES TAKE YOU? ➡ ENTICE ➡ ENGAGE ➡ EXTEND
  • 24. SMART TALK ON ARTIFICIAL INTELLIGENCE 1. DEFINING THE A.I. OPPORTUNITY 2. CREATING SMART EXPERIENCES 3. USING HUMAN JUDGMENT
  • 25. BUT BEFORE YOU SWITCH A.I. ON, A FEW ‘WATCH OUTS’ (THIS IS WHERE THE HUMAN JUDGEMENT COMES IN)
  • 26. CREEP FACTOR 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.
  • 27. 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.
  • 28. 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.
  • 29. WE 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. A.I. What will you do to maintain quality?
  • 30. SMART TALK ON ARTIFICIAL INTELLIGENCE 1. DEFINING THE A.I. OPPORTUNITY 2. CREATING SMART EXPERIENCES 3. USING HUMAN JUDGMENT
  • 31. Continue the conversation! (or have your robot do it for you) BEN GROSSMAN DIGITAL STRATEGIST JACK MORTON WORLDWIDE e: ben_grossman@jackmorton.com m: + 1.617.752.1171 t: @BenGrossman w: www.ben-grossman.com Read our blog: blog.jackmorton.com Follow us on twitter: @JackMorton Visit us online: www.jackmorton.com
  • 32. LIVE EXPERIENCE AND ARTIFICIAL INTELLIGENCE CREATING MORE PERSONAL EXPERIENCES THROUGH BIG (AND SMALL) DATA