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

2. 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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Slides & Recording

4. 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

5. 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.

6. 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

7.  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

8. 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

9. 10% to 50% 1. Send Time Optimisation Benefits Objective
Increase Open Rate by Sending 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%

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

11. 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%

12. 2. Subject Line Optimisation
AI Based
Keyword
Analyser

13. 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%

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

15. 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%

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

17. 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%

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

19. 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”

20. Recommendation Email based Transaction History of Users
6. Content Optimization
Recommendation 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

21. 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%

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

23. 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

24. 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%

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

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