Presentation from NRF 2019 Retail's Big Show
David Bessis, Founder and CEO, Tinyclues
Shirley Chen, Founder and CEO, Narrativ
Richard Kestenbaum, Co-Founder and Partner, Triangle Capital
Karen Moon, Co-Founder and CEO, Trendalytics
Marketing tech: Deep learning and content tactics to boost customer engagement and conversion
1. Marketing tech: Deep learning and content tactics to boost
customer engagement and conversion
Monday, January 14 2:00 pm – 2:30 pm
Richard
Kestenbaum
Co-Founder and Partner
Triangle Capital
David Bessis
Founder and CEO
Tinyclues
Shirley Chen
Founder and CEO
Narrativ
Karen Moon
Co-Founder and
CEO
Trendalytics
2. 89%
OF MARKETERS
SAY THEY ARE
PERSONALIZING
EXPERIENCES
AND MESSAGES
ONLY 5%
OF CONSUMERS SAY MESSAGE
OFFERS ARE USUALLY
WELL-TIMED WITH THEIR NEEDS
Source: Forrester report Evolve Now To Personalization 2.0: Individualization; Forrester Data Consumer Technographics Global Online Benchmark Survey (Part 2), 2018
3. CUSTOMER MARKETING IS INCREDIBLY HARD
YOU HAVE
MILLIONS/BILLIONS
OF DATA POINTS
RELEVANCY
PERSONALIZATION
CUSTOMER EXPERIENCE
DATA-ACTION GAP
4. IT’S HARD TO BUILD INTELLIGENT CAMPAIGNS
WHEN YOUR MARTECH STACK REQUIRES YOU
TO MICRO-MANAGE SEGMENTS & RULES
5. USING AI TO SOLVE CAMPAIGN PLANNING & TARGETING
BUILD THE BEST CUSTOMER MARKETING PLAN IN MINUTES
DIRECTLY FROM YOUR CAMPAIGN IDEAS AND BUSINESS GOALS
And many many more…..
6. DEEP LEARNING WORKS
-80%
AVERAGE TIME TO CREATE CAMPAIGNS
-19% +51%
AVERAGE DECREASE IN UNSUBS AVERAGE INCREASE IN ENGAGEMENT
+79%
AVERAGE CAMPAIGN REVENUE UPLIFT
7. Xbox Fifa 19’
$59.99
HOLIDAY GIFTS
PURCHASE
HISTORY
CUSTOMER
SEGMENTS
LIFETIME
SPENT
SIMILAR
PRODUCT
CATEGORY
BROWSING
HISTORY
PRODUCT
PAGE
VISITORS
TARGETING STILL HAS ROOM FOR IMPROVEMENT
10. HOW DATA SCIENCE SEES PAT
WILL PAT BUY “FIFA 19” IN NOVEMBER?
Gender = "F"
Lives in the city
RFM Segment = "High-
value customer"
Never purchased in this
category
-0.5%
-4%
+1%
+3%
-2%
Email Address =
"Patricia.Jones@gmail.com"
Deep learning finds in your data that people with the email
structure “firstname.lastname@gmail.com” are more likely to
buy high-tech or gaming items now.
Video games are not very popular in Hamilton, Montana right
now.
A Hoverboard. Not the same category, but activates "kid
stuff" latent feature in the Deep Learning.
The theme was “Holidays shopping guide”. Deep Learning
detects that this link was about something involving the
"Christmas" and "gaming" latent feature.
Latent sociographics of high-end laptop users show they’re
slightly more likely to buy video games for their kids or
grandkids
All attributes are calibrated and interpreted using patterns unique to your own business
Zipcode = "59835"
Bought SKU “TS9085”
5 months ago
Clicked link #9 in your
newsletter 2 weeks ago
Browsed via Safari on latest
MacBook Air
+ HUNDREDS of other
"tiny clues"
+0.3%
-0.5%
+3.2%
+0.8%
+1.2%
+2.4%
Conclusion: VERY LIKELY TO BUY.
INCLUDE IN THE CAMPAIGN
Age = "61"
ATTRIBUTE IMPACT ATTRIBUTE IMPACTINTERPRETATION
Conclusion: UNLIKELY TO BUY.
DO NOT INCLUDE IN THE CAMPAIGN
HOW DEEP LEARNING SEES PAT
All attributes are calibrated and interpreted using patterns unique to your own business
All attributes are calibrated and interpreted using patterns unique to your own business
All attributes are calibrated and interpreted using patterns unique to your own business
All attributes are calibrated and interpreted using patterns unique to your own business
All attributes are calibrated and interpreted using patterns unique to your own business
All attributes are calibrated and interpreted using patterns unique to your own business
A chess game. Irrelevant.
Bought SKU “MC8790”
2 months ago
0%
11. THANK YOU
Visit us at Booth #643
David Bessis
New York | Paris | London | Copenhagen | Munich
12. Top 10 Machine Learning Competition | Startup of the Year
Karen Moon