The document discusses the future of marketing and the importance of understanding customers. It notes that 66% of brands no longer understand their customers and 55% of consumers no longer want to give data to marketers. It also discusses the need for marketers to use short sentences and focus on big ideas to capture short attention spans. The document promotes respecting privacy and speaking truthfully in advertising and communications. It highlights various Watson APIs that can be used for marketing tasks like sentiment analysis, visual recognition, and understanding customer personality and emotions.

1. Watson Customer Engagement
@JeremyWaite #MWL17
Evangelist @IBM
The Future of
Marketing Will
Build Itself
3/7/171

2. Watson Customer Engagement 3/8/172
SHORT ATTENTION SPANS
USE BIG IDEAS, SMALL WORDS AND SHORT SENTENCES.
SPEAK THE TRUTH
IN ALL YOUR WORDS, NEWS & ADVERTISING.
SACREDNESS OF PRIVACY
RESPECT PEOPLE’S PERSONAL & FAMILY INFORMATION.

3. Watson Customer Engagement

4. Watson Customer Engagement IBM Cognitive Engagement:Watson Marketing |Watson Commerce |Watson SupplyChain4

5. Watson Customer Engagement
IBM Cognitive Engagement:Watson Marketing |Watson Commerce | Watson Supply Chain5

6. Watson Customer Engagement 3/7/17

7. Watson Customer Engagement

8. Watson Customer Engagement
66% BRANDS NO
LONGER UNDERSTAND
THEIR CUSTOMERS.

9. Watson Customer Engagement
55% CONSUMERS
NO LONGER WANT
TO GIVE DATA
TO MARKETERS.

10. Watson Customer Engagement
88% SOCIAL
CONVERSATIONS
ARE NOW PRIVATE.

11. Watson Customer Engagement

12. Watson Customer Engagement 3/7/17

13. Watson Customer Engagement 3/7/17

14. Watson Customer Engagement 3/7/1714

15. Watson Customer Engagement 3/8/1715

16. Watson Customer Engagement 3/8/17STEVEN B. JOHNSON

17. Watson Customer Engagement

18. Watson Customer Engagement

19. Watson Customer Engagement IBM Cognitive Engagement:Watson Marketing |Watson Commerce |Watson SupplyChain19

20. Watson Customer Engagement
Personality
Insights
Keyword
Extraction
Image
Link
Extraction
Language
Detection
Relationship
Extraction
Feed
Detection
Sentiment
AnalysisDialog
Concept
Expansion
Visual
Recognition
Concept
Insights
Concept
Tagging
Language
Translation
Natural
Language
Classifier
Retrieve
&
Rank
Text To
Speech
Author
Extraction
Tone
Analyzer
Taxonomy
Message
Resonance
Image
Tagging
Text
Extraction
Watson
News
Speech
to Text
Tradeoff
Analytics
Entity
Extraction
Face
Detection
Video
Augmentation
Factoid
Pipeline
Case
Evaluation
Knowledge
Canvas
Q&A
Qualification
Criteria
Class.
Policy
Identification
Fusion
Q&A
Risk
Stratification
Usage
Insights
Answer
Generation
Decision
Optimisation
Emotion
Analysis
Knowledge
Graph
Decision
Support
Knowledge
Studio
Service
Statistical
Dialog
Easy
Adaptation
Question
&
Answer
Speech
to Text
IBM Watson API’s IBM.com/Cognitive
Personality
Insights
Sentiment
Analysis
Visual
Recognition
Natural
Language
Classifier
Tone
Analyzer
Image
Tagging
Emotion
Analysis

21. Watson Customer Engagement
“I don’t need to
know everything
about everybody.
I just need to know
a little bit about a
whole bunch of
people”.
BRADLEY VOYTEK
UBER HEAD OF DATA SCIENCE How are city demand
patterns inter-related?

22. Watson Customer Engagement
1. FILTERED
2. CLEAN
3. FILTERED
How Do You Extract
Meaning Out Of
Noise?

23. Watson Customer Engagement
@JeremyWaite | Jeremy.Waite@UK.IBM.com
Thank You.