The document discusses an AI-powered tool from Ogilvy that analyzes product reviews from multiple websites. It can synthesize thousands of text reviews to provide insights into customer pain points, preferred features and sentiments. The tool identifies key themes in reviews through unsupervised text mining. It also compares metrics like review count, word count, average ratings between brands. Insights from the tool can help prioritize marketing messaging based on real customer feedback.

1. Powered by
CLOUDY WITH A CHANCE OF AI

2. Hello!
Andrew Van Aken
Senior Consultant,
OgilvyOne Worldwide
José Arteaga
Creative Digital Strategist,
OgilvyRED
Michael McCarthy
Senior Consultant,
OgilvyOne Worldwide

3. What’s the weather like in your city?
Tell us where you’re dialling in from!

4. Live from Seattle!
https://www.andrewvanaken.com/newsletter/

5. All About APIs

6. So what is an API?

7. A means for transferring data or technology
So what is an API?

8. A means for transferring data or technology
So what is an API?

9. A means for transferring data or technology
Request
So what is an API?
Response

10. A means for transferring data or technology
Request
So what is an API?
Response

11. Why are APIs Important?
Mobile Applications Websites Machine Learning & AI
Map’s API, etc Facebook Graph API powers
logins, contact sharing, etc
with thousands of sites
APIs to do image analysis

12. Why are APIs Important?
Mobile Applications Websites Machine Learning & AI
Map’s API, etc Facebook Graph API powers
logins, contact sharing, etc
with thousands of sites
APIs to do image analysis

13. Who are the Players?

14. What About Startups?

15. What can they do?
Video
Facial recognition
Object tracking
Meta tagging
Audio/Text
Speech to text
Sentiment analysis
Topic modelling
Image
Object recognition
Facial recogintion
Celebrities!

16. Image Example

17. Marketing Example

18. Speech Example

19. Marketing Example
API
Typically I start patients on
drug XYZ because it is quite
cheap and more effective
than other drugs

20. Video Example

21. Marketing Example

22. Considerations
• Where is data hosted?
• Black box
• Accuracy?
• Very general

23. But These are General APIs

24. Build your own Algorithm

25. The Future

26. Anyone can do it…
“In order to upload the images to S3, the team created
the bucket and manually used the web interface to
upload about 1,000 images at a time.”

27. Are companies using these?

28. What they can’t do
• Replace your data science team
• We can API that!

29. Google IBM Amazon Microsoft
Cost $ $ $ $
Video + + ++ +++
Image +++ ++ ++ ++
Text ++ ++ +++ +++
Marketers ++ ++ + +
https://www.altexsoft.com/blog/datascience/comparing-machine-learning-as-a-service-amazon-microsoft-azure-google-cloud-ai/
A quick review

30. • Each company has many more features to their API
• But they aren't all the same
• Also a consideration of what cloud you use…
Review

31. The Future

32. Ogilvy’s Shopper Insights Tool
BETA

33. What is it?
• Web scraping tool which aggregates reviews across different websites
• Collects rating of an item, text of the review and date it was posted
BETA

34. What is it?
Python Codebase
BETA
• Web scraping tool which aggregates reviews across different websites
• Collects rating of an item, text of the review and date it was posted

35. What is it?
Python Codebase Web Scraping
BETA
• Web scraping tool which aggregates reviews across different websites
• Collects rating of an item, text of the review and date it was posted

36. What is it?
Python Codebase Web Scraping Data Storage
BETA
• Web scraping tool which aggregates reviews across different websites
• Collects rating of an item, text of the review and date it was posted

37. Recent Work: Insights into a Smart Home Product
Goal:
Gain a deeper understanding of customer pain points, use-cases and
preferred product features to craft more relevant messaging for an upcoming
campaign.
BETA

38. Goal:
Gain a deeper understanding of customer pain points, use-cases and
preferred product features to craft more relevant messaging for an upcoming
campaign.
To Accomplish:
Product XYZ
-—- — ——
-—————
—————-
Visualize Keywords Identify Key Themes
-—- — —
-————
—————
-—- — —
-————
—————-—- — —
-————
—————
Aggregate Review Data Inform Campaign Messaging
BETARecent Work: Insights into a Smart Home Product

39. Summarizing Data
Word Count of Reviews
Average Review ScoresReview Count by Product Type
4
3
Competitor Brand
5,000
2,000
2,500
300 200
Competitor Competitor Brand Competitor Competitor
Word Count
ReviewCount
Average = 40 Words
Median = 30 Words
Word Count by Sentiment
45
40
Positive
Negative
BETA

40. Top Phrases
Negative Reviews Positive Reviews
BETA

41. Identifying Key Themes - Unsupervised Text Mining Analysis
BETA
Product XYZ
-—- — ——
-—————
—————-
Product XYZ
-—- — ——
-—————
—————-
Product XYZ
-—- — ——
-—————
—————-

42. Identifying Key Themes - Unsupervised Text Mining Analysis
Topic B
— — — —
— — — —
— — — —
Topic C
— — — —
— — — —
— — — —
w
b
a
d
x
i
BETA
Product XYZ
-—- — ——
-—————
—————-
Product XYZ
-—- — ——
-—————
—————-
Product XYZ
-—- — ——
-—————
—————-
Topic A
— — — —
— — — —
— — — —

43. Key Themes in Review Data
home —— automation
product start home —-
away —- add automation
work product —- setup add
turn — kit — starter…
3rd party party apps app
— —- cool wish — app
control apps control
feature —- app bit sync
music…
connect wifi connection
hub —- work — time wifi
router —- connect —-
router
firmware…
Home Automation 3rd Party Apps Technical Issue
BETA

44. Key Themes in Review Data
home —— automation
product start home —-
away —- add automation
work product —- setup add
turn — kit — starter…
3rd party party apps app
— —- cool wish — app
control apps control
feature —- app bit sync
music…
connect wifi connection
hub —- work — time wifi
router —- connect —-
router
firmware…
Home Automation 3rd Party Apps Technical Issue
49%
20%
31%
}
By sizing topics in customer reviews, we can
prioritize and plan a more focused marketing
campaign
Breakdown of Reviews by Theme
BETA

45. Summary
1. Synthesis thousands of text reviews into product insights
2. Evaluate how a brand compares to competitors in the marketplace
3. Prioritize campaign messaging based on real customer feedback
Utilizing Ogilvy’s Shopper Insights Tool, we can accomplish the following:

46. Summary
1. Synthesis thousands of text reviews into product insights
2. Evaluate how a brand compares to competitors in the marketplace
3. Prioritize campaign messaging based on real customer feedback
Utilizing Ogilvy’s Shopper Insights Tool, we can accomplish the following:
More coming soon!

47. Want this deck?
It will be available for download shortly after
the webinar on: slideshare.net/socialogilvy
Ogilvy staff: It’s also on The Market!
themarket.ogilvy.com

49. Theatrical release -2014 Online film - 2016 Online series - 2017
A tradition in telling love stories with Branded Entertainment

50. THE BRIEF
- Lacta chocolate is a symbol for love in Greece.
- Appeal to a broader audience, than 18-24.
- Convey that "Without love, life has no taste."
THE CAMPAIGN
- A sci-fi branded film, about a lonely man living in the
near future with an AI robot. When she's updated with
"Artificial Emotions", she wants to find out what love is,
but she cannot taste Lacta...
- 73' film was released online and on TV on Valentine's Day.
- A teaser campaign, let users explain love to the AI Robot,
using real Artificial Intelligence.

62. Questions?
Andrew Van Aken
Senior Consultant,
OgilvyOne Worldwide
José Arteaga
Creative Digital Strategist,
OgilvyRED
Michael McCarthy
Senior Consultant,
OgilvyOne Worldwide