1 / 23

ARTIFICIAL INTELLIGENCE IN MARKET RESEARCH

Presented at Qual360 EU & IIEX EU

TomDeRuyck
Download Presentation

ARTIFICIAL INTELLIGENCE IN MARKET RESEARCH

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Deep dive // November 24th 2015 ARTIFICIAL INTELLIGENCE IN MARKET RESEARCH Discussing 2 case studies Tom De RuyckManaging Partner Steven DebaereData Scientist

  2. CONFERENCE TALK DEEP LEARNING MACHINE LEARNING AUTOMATION PATTERN RECOGNITION …. PREDICTIVE ANALYTICS BIG DATA ARTIFICIAL INTELLIGENCE | @tomderuyck @steven_debaere | @InSites

  3. HYPES? extravagant or intensive publicity or promotion hype (Oxford dictionary) | @tomderuyck @steven_debaere | @InSites

  4. UMBRELLA TERM Artificial Intelligence is the broader concept of machines being able to carry out tasks in a waythatwewouldconsider « smart » (Bernard Mahr, Dec 2016, Forbes) | @tomderuyck @steven_debaere | @InSites

  5. WE KEEP HYPING IT massive promotion implies massive adoption? | @tomderuyck @steven_debaere | @InSites

  6. HYPE OR REALITY? 67% INTERESTING TREND, TOO EARLY TO TELL OR MUCH ADO ABOUT NOTHING 23% GAME CHANGER (GRIT 2016) | @tomderuyck @steven_debaere | @InSites

  7. BUILD TEST SHARE LEARN | @tomderuyck @steven_debaere | @InSites

  8. AI IN FUTURE-PROOF ENVIRONMENTS insight activation insight generation & Consumer Consulting Board Insight Activation Studio | @tomderuyck @steven_debaere | @InSites

  9. FUTURE-PROOF? insight activation insight generation communities impact gap 50% 45% as % of MR budget 5% OF MARKETERS BELIEVE MR OF MR PROJECTS 2016 LEADS TO CHANGE LEADS TO CHANGE IN 70% 2026 ATTITUDES & DECISIONS (Ray Poynter, 2016) (MR Impact Study, InSites Consulting, 2014) | @tomderuyck @steven_debaere | @InSites

  10. AI ADOPTION CASESTUDIES insight activation insight generation & Her Minority Report | @tomderuyck @steven_debaere | @InSites

  11. PROACTIVE COMMUNITY MANAGEMENT Participation Threat 1. 2. Low quantity Low quality | @tomderuyck @steven_debaere | @InSites

  12. BUILD PROACTIVE COMMUNITY MANAGEMENT DISENGAGEMENT PREVENTION PAST FUTURE Future Past Nov Sep Aug Jul Oct | @tomderuyck @steven_debaere | @InSites

  13. BUILD PROACTIVE COMMUNITY MANAGEMENT High High-Potentials Community Stars QUALITY Low Annoyers Passivists QUANTITY Low High | @tomderuyck @steven_debaere | @InSites

  14. TEST PROACTIVE COMMUNITY MANAGEMENT WHAT DETECTION ABILITY: 78% (QT) & 71% (QL) ACCURACY PREVENTION CAPABILITY: IMPACT CRM APPROACH IMPACT A MODERATION TIME I SEE WHAT THE MODERATOR CAN’T SEE T FROM REACTIVE TO PROACTIVE MANAGEMENT | @tomderuyck @steven_debaere | @InSites

  15. LEARN PROACTIVE COMMUNITY MANAGEMENT Adoption Increase adoption by trade-off between predictive accuracy, believability & actionability Database Insights Volume and qualitynecessarypreconditions Prediction model as pattern revealtool | @tomderuyck @steven_debaere | @InSites

  16. INSIGHT ACTIVATION BOT Impact Threat 1. 2. Low efficiency Low effectiveness | @tomderuyck @steven_debaere | @InSites

  17. BUILD INSIGHT ACTIVATION BOT A SMART ASSISTANT Case 2 Case 3 Case 1 SHOW ME THE LATEST NEW INSIGHTS FIND ME SOME INSIGHTS ABOUT PACKAGING LET’S MEET THE CONSUMER | @tomderuyck @steven_debaere | @InSites

  18. TEST INSIGHT ACTIVATION BOT WHAT INSIGHT ACTIVATION: ADOPTION & SATISFACTION IMPACT A MARKETING MANAGER TIME I INSIGHTS ANYTIME, ANYWHERE, IN YOUR POCKET T CONSUMER-CENTRIC DECISION MAKING | @tomderuyck @steven_debaere | @InSites

  19. LEARN INSIGHT ACTIVATION BOT Relevance Map out humanbehavior for defining use cases Logic Adoption In addition to core-behavior, challenging to enable small talk Associating a personality and humanizing the chatbot for increased adoption | @tomderuyck @steven_debaere | @InSites

  20. LET’S KEEP MOVING LET’S START EXPERIMENTING | @tomderuyck @steven_debaere | @InSites

  21. Deep dive // November 24th 2015 ARTIFICIAL INTELLIGENCE IN MARKET RESEARCH Discussing 2 case studies Tom De RuyckManaging Partner Thank you for your attention! Steven DebaereData Scientist www.insites-consulting.com

More Related