AI-POWERED Growth Marketing for Competitive Edge in 2018 VeerChand Bothra Chief Innovation Officer and Chief Evangelist, Netcore Solutions @veer

Speakers VeerChand Bothra VeerChand Bothra heads Netcore Innovation Labs at Netcore Solutions, India’s largest Marketing Automation and Analytics Platform provider. He provides strategic vision, direction, and roadmap to the company’s innovation efforts. Netcore Innovation Labs is focused on building areas of business growth through emerging technologies such as Blockchain, AI/ML, Cognitive computing, and Conversational UI. VeerChand Bothra Chief Innovation Officer and Chief Evangelist, Netcore Solutions @veer

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Agenda How AI Works & Opportunities for Marketers Use Cases for marketers to improve customer Experience, Engagement and conversation Predictive Analysis & Smart Segments with AI and its Benefits with Industry Examples CLTV Effect Smart Journey for Business Efficiency

AI Landscape – making sense of the acronyms Artificial Intelligence (AI) Area of computer science that emphasizes the creation of intelligent machines that work react like humans. AI ML Machine Learning (ML) Method of Data analysis that automates data model building. ML uses algorithms that learn iteratively from data and can find insights without being explicit. DL Deep Learning (DL) a subset of ML and refers to artificial networks that are composed of many layers.

Listen Leverage AI Learn SLO App STO A/B Testing Website Churn Prediction Analyse Data Smart Segments Find Trends CRM POS Smart Journey CLTV Learn Recommendation Feature Engineering AI Modelling

 Descriptive  Predictive  Prescriptive Types of Analytics:  Descriptive  Predictive  Prescriptive High Optimization Prescribe Information How to make it happen ? Predict Business Value What will happen ? Diagnose Why did it happen ? Report What Happened ? Low High Complexity

Traditional Programming What is Machine Learning ? Traditional Programming Computer An Algorithm that learns from data , Identifies the pattern in the data & Stores the learning in the form of a Model Apply the model to predict on new data Ability to Quickly change, Refresh & Enhance the model with changing dataset and newer data sets Data Output Program Machine Learning Data Computer Program Output

10% to 50% 1. Send Time Optimisation Benefits Objective Increase Open Rate by Sending Email as per User's Prefered Time. Maximise ROI by increasing Open rates of marketing campaigns . Reduce Un-subscriptions by not intruding into users other activities. Objective To identify User level preferred time for sending any communication Increases Delivery & Open Rates by 10% to 50%

Classification & Regression Modelling 1. Send Time Optimisation (cont.) Classification & Regression Modelling Campaign

Improves Content Engagement by 15% to 50% 2. Subject Line Optimisation (cont.) Benefits Suggests Optimal Keywords for Marketing content Increase open rate by helping marketer improve marketing content. Helps marketer converse better with the users. Objective To analyse and suggest keywords of Marketing Content Improves Content Engagement by 15% to 50%

2. Subject Line Optimisation AI Based Keyword Analyser

Increases Conversion by 5% to 20% 3. Smart A/B Testing Benefits Minimize Opportunity costs, by sending better performing content to user. Content weightage changes in real time as per response. User-level Selection of performing Content. Automated Optimization of the campaign. Objective To continously optimize and automate A/B campaigns Increases Conversion by 5% to 20%

↑ 3. Smart A/B Testing (cont.) Best Performing Content Real-time Continuous Iteration Random Forrest & KNN Modelling Equal Weightage A B

Reduces Customer Churn by 4. Churn Prediction Benefits Predict in advance which customers are going to churn through churn analysis. “Proactive Retention” goals can be established. Acts as a base in Customer Life Time Value. Analyse Churn trends with respect to executed campaigns. Objective To help predict users who are likely to uninstall, stop engaging or unsubscribe. Reduces Customer Churn by 5% to 15%

4. Churn Prediction (cont.) Predict Users likely to Uninstall Predictive Model Predict Users likely to Un-subscribe Predict Users likely to stop Engaging

Increases conversion rate by 5. Recommendation Engine Benefits Increased Revenue using relevant content for every user. Increased Customer Satisfaction by helping them find relevant products. Uplift in Campaign Performance. Objective To predict and send personalised recommendation to each user. Increases conversion rate by 5% to 25%

5. Recommendation Engine (cont.) 1 - on - 1 Product Recommendation Engine Content Filtering Model Collaborative Filtering Model Classification Model

Result: Sale Increase by 34% for Amazon Recommendation Engine – Industry Pioneers Recommender Algorithm – Historic Data , Search & Purchase Pattern Result: Sale Increase by 34% for Amazon Unpredictable Outcome Recommender Algorithm – Marketing Service Improvement (Real Time Content Consumption + Buying Behaviour Pattern + Alibaba Complete Eco system “Ucpay, Ali Pay, Auto Navi +Youku”

Recommendation Email based Transaction History of Users 6. Content Optimization Recommendation Email based Transaction History of Users Transaction – Amazon Book – Dongri To Dubai Amazon Optimizes Transaction Rates By Sending Recommendation Mails Based On Size/page Of Previous Buy Post 30 Days

5% to 15% 7. Smart Segments Benefits Increases revenue Objective by Identify hidden segments Analyse segments having Homogeneous Attributes / Activity. Targeting Based On Anonymous Online Activity. Objective To analyse and provide predefined segments. Increases revenue by 5% to 15%

7. Smart Segments Automated Creation of Segments using KNN & Artificial Neural Networks

8. Customer Lifetime Value (CLTV) Existing User Behavior Predicted User Behavior Likelihood to Retain a Specific User Marketing Costs CLTV Scoring helps you rank and therefore differentiate between your Top and Bottom Users

Increases Goal Conversion by 10% to 30% 9. Smart Journey Benefits Journey is optimised at user level for maximum Goal conversion Journey is iterative in real time and unique for each user Suggests the Best Path for this Journey for future planning Objective To automate journey and enable journey to optimise itself based on goals. Increases Goal Conversion by 10% to 30%

Goal Setting Time Optimization 10. Smart Journey Goal Optimization Goal Setting Optimal Waiting Period Time Optimization Best Path Analysis

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