1.
Let’s call it ‘Cognitive PR’
Neville Hobson - @jangles
IBM Social Consulting
CIPR London, February 11, 2016
Smarter Measurement

2.
Automation is fast approaching and by 2018 Gartner predicts that
20% of business content will be authored by machines. But how
will this content sit within a measurement framework?
2
http://houseontheborderland.com/2015/08/28/writing-for-house-on-the-borderland/
“

3.
Gartner: “By 2018, 20 percent of business content will
be authored by machines”
 Content that is based on data and
analytical information will be turned into
natural language writing by technologies
that can proactively assemble and deliver
information through automated
composition engines
 Content currently written by people – such
as shareholder reports, legal documents,
market reports, press releases and white
papers – are prime candidates for these
tools
3
http://www.gartner.com/smarterwithgartner/gartner-predicts-our-digital-future/

4.
4
http://www.poynter.org/2015/how-the-associated-press-is-using-automation-to-rethink-the-way-it-
does-news/375931/

5.
Gartner: “By year-end 2018, customer digital
assistants will recognize individuals by face and voice
across channels and partners”
 Multichannel customer experience will take
a big leap forward with seamless, two-way
engagement between customer digital
assistants and customers in an experience
that will mimic human conversations, with
both listening and speaking, a sense of
history, in-the-moment context, tone, and
the ability to respond
5
http://www.gartner.com/smarterwithgartner/gartner-predicts-our-digital-future/

6.
6
http://www.themobilespot.co.uk/best-voice-assistant-cortana-siri-or-google-now/

7.
7

8.
What is Watson?
IBM Watson is a technology platform that uses natural language processing and
machine learning to reveal insights from large amounts of unstructured data

9.
9

10.
10

11.
Your digital intelligence is your competitive advantage
11

12.
12
https://www.constellationr.com/content/ibm-connect-2016-little-swagger-back-their-step

13.
Imagine
• Personal Cognitive Assistants who will make contextual sentiment analysis of your email, with ‘attention
recommendations’
• Image recognition, eg, brand identifiers such as logos + contextual insights
• Auto-insights assessments, predictive analytics and recommendations
• …What’s next?
13
http://www.ibm.com/smarterplanet/us/en/ibmwatson/what-is-watson.html

14.
Smarter Measurement
14
Today
Where we want
to be…

15.
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Smarter Measurement
Presentation by Neville Hobson at CIPR London, February 11, 2016.