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havas
New York
havas
New York
The New Breed of Brand IntelligenceWelcome to the Era of Cognitive Marketing
26 Oct 2016iMedia Summit, Santa Barbara
New York
havas
2New York
2 quintillion books
Technologies like social, mobile, big data and AI are not just disrupting traditional industries and business models.
They’re also profoundly transforming the way customers expect to engage with brands.
A bit of context
havas
New York
havas
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Customer expectations: the new normal
Understand me as an individual.
Personalization is no longer optional, it’s the expected behavior of modern brands.
I’ll give you my data, but only if I know exactly what we’re both getting out of it.
Make every interaction matter.
Don’t waste my time. Make every interaction valuable and route me to the next best engagement.
If you can’t remember me from last time, just please don’t even try to engage me.
Show me you’re for real.
I can see everything about you. If your business practices don’t reflect your brand essence, I will know.
If I don’t like what I see, I will penalize you for it.
havas
New York
havas
New York
Cognitive data
Cognitive-ready content
Cognitive experience
The virtuous cycle of cognitive marketing
personalizes
surfaces
generates
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havas
5
Data is rocket fuel for the experience economy
Fueled by data, the experience economy has reached escape velocity: digital businesses are disrupting virtually every industry and profession.
The world’s largest accommodation provider owns no real estate
The world’s most valuable retailer carries no inventory
The world’s largest taxi company owns no vehicles
The world’s most popular media owner creates no content
havas
New York
havas
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If you printed all the data in the world as books, you could create a stack that reaches 10 times from Earth to Pluto.
That’s 4 zettabytes, or4,000,000,000,000,000 MB.
“Data explosion" is a massive understatement
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2 quintillion books
New York
havas
7
If you printed all the data in the world as books, you could create a stack that reaches 10 times from Earth to Pluto.
That’s 4 zettabytes, or4,000,000,000,000,000 MB.
“Data explosion” is a massive understatement
New York
Today 10 trips to Pluto
2 quintillion books
2030 Alpha Centauri
New York
havas
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Most of the world’s data is “dark”
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havas
80% Images & video
Audio & voice Written word
Non-verbal
20% Numbers DB records Spreadsheets Forms
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Cognitive shines the light on dark data
New York
havas
havas
New York
havas
New York
Cognitive data
Cognitive-ready content
Cognitive experience
personalizes
surfaces
generates
New York
havas
What a cognitive system can do
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Understand
Cognitive systems can understand imagery, language and other unstructured data like humans do.
Reason
They can reason, grasp underlying concepts, form hypotheses, and infer and extract ideas.
Learn
With each data point, interaction and outcome, they develop and sharpen expertise, so they never stop learning.
Interact
With the ability to see, talk and hear, cognitive systems can interact with humans in a natural way.
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13You
14YouCognitive system
HAVAS
Artificial Intelligence
HAVAS
Intelligence Augmented
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havas
New York
havas
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How Watson works today
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Individual services (“APIs”) Compose services to build custom apps Delivered in the Cloud Pay per API call
havas Alchemy News Concept Insights
Cognitive Commerce Cognitive Graph
Cognitive Insights Dialog
Document Conversion Language Translation
Natural Language Classifier Personality Insights
Relationship Extraction Retrieve and Rank
Speech to Text Text to Speech Tone Analyzer
Tradeoff Analytics Visual Recognition
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Enter Havas Cognitive
New York
havas
Havas Cognitive is a groundbreaking partnership between Havas and IBM’s Watson Group. It combines IBM’s deep expertise in cognitive technology with Havas’ design, strategic and marketing expertise to help brands create more valuable customer experiences using the power of cognitive computing.
havas
New York
havas
New York
Cognitive data
Cognitive-ready content
Cognitive experience
personalizes
surfaces
generates
New York
havas
21
What’s cognitive-ready content?
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Personalized for individual users Modular, portable and reusable Lets user engage & explore on their own terms Designed for best next engagement
havas
New York
havas
22New York
havas
New York
havas
23New York
ConfidentialTDA TDA & Watson Beta Planning — 04.28.16Live site: educateme.tdameritrade.com
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havas
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Banking: CXO Insurance: CXO Health: CXO Telecom: CXORetail: CXODefault: CXO
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Personality Insights
Relationship ExtractionTone Analyzer
HAVAS 35
What will you do with Cognitive?
havas
New York
havas
New York
Thank you
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