Insights Beyond Numbers - How Martech AI and Humans Work together

Transcript

1. Insights Beyond Numbers - How Martech AI and Humans Work together Guiguan Lin - 2020.03.29
2. • BS. & MS. NTHU Computer Science ◦ Research topic: Machine learning & AI ◦ Publication: ICML 2014, NIPS 2016 • Machine Learning Research Engineer Intern @KKBOX • Machine Learning Scientist @Appier • Product Manager @Appier • Technical Project Manager @Gallopwave • Product Manager @Asus AICS • Associate Director of Product Management @Appier GUIGUAN, KUAN-HUA LIN 2
3. Appier Introduction AiDeal Product Introduction Why AI Could Help How AI in AiDeal Works What Matters Most Things Cannot be Compromised What Marketers Expect More The Future of Martech AI AiDeal Successful Cases Sharing 3 Insights Beyond Numbers
4. 4 Appier is a technology company which aims to empower businesses with Artificial Intelligence to grow and succeed based on data-driven decisions.
5. 5 Trusted by more than 1000+ Leading Brands
6. 6 Our goal is to help enterprises grow their business by maximizing Customer Lifetime Value (LTV) Proactive marketing automation and engagement Ad Solutions for Ecommerce, apps and brands Enterprise Data Science Platform Prospecting & Acquiring Retention and Engagement Audience Intelligence Trigger purchase decisions, shorten sales cycles Transaction
7. 7 Our goal is to help enterprises grow their business by maximizing Customer Lifetime Value (LTV) Proactive marketing automation and engagement Ad Solutions for Ecommerce, apps and brands Enterprise Data Science Platform Prospecting & Acquiring Retention and Engagement Audience Intelligence Trigger purchase decisions, shorten sales cycles Transaction Trigger purchase decisions, shorten sales cycles
8. © Appier Inc. All rights reserved. Trigger purchase decisions, shorten sales cycles
10. AiDeal: create motivation for hesitant buyers to complete transaction by offering coupons corresponding to mouse move.
12. 12 The impact of customized offers CVR uplift Cost down Brand image
13. Insights Beyond Numbers - How Martech AI and Humans Work together
14. 14 Marketing Technology Business vector created by rawpixel.com - www.freepik.com
15. Appier Introduction AiDeal Product Introduction Why AI Could Help How AI in AiDeal Works What Matters Most Things Cannot be Compromised What Marketers Expect More The Future of Martech AI AiDeal Successful Cases Sharing 15 Insights Beyond Numbers
16. Appier Introduction AiDeal Product Introduction Why AI Could Help How AI in AiDeal Works What Matters Most Things Cannot be Compromised What Marketers Expect More The Future of Martech AI AiDeal Successful Cases Sharing 16 Insights Beyond Numbers
17. 17 Why AI Could Help
18. 18 Which Behavior Indicates Hesitation ?? Purchase behavior will change from no purchase to purchase after receiving a coupon
19. 19 https://app.sli.do/event /3fb64zzg
20. 20 Which Behavior Indicates Hesitation (1/3) Land the website from an external search engine Start the browsing from a product search
21. 21 Which Behavior Indicates Hesitation (1/3) Land the website from an external search engine Start the browsing from a product search Hesitant
22. 22 END Slowly swipe down the website (browsing upwards) many times View until the end of the website/product pages Which Behavior Indicates Hesitation (2/3)
23. 23 END Slowly swipe down the website (browsing upwards) many times View until the end of the website/product pages Which Behavior Indicates Hesitation (2/3) Hesitant
24. 24 Keep switching between different browser tabs and then come back A single product page is viewed and entered for many times Which Behavior Indicates Hesitation (3/3)
25. 25 Keep switching between different browser tabs and then come back Which Behavior Indicates Hesitation (3/3) A single product page is viewed and entered for many times Hesitant
26. 26 Business vector created by rawpixel.com - www.freepik.com
27. 27 The beauty of AI Fast adoption of the changing environment 1 Handling very high dimensional and large data set 2 Finding expected factors by discovering multi variables relationships 3
28. 28 How AI in AiDeal Works
29. Window Shoppers Segments Select hesitant customers with AiDeal AiDeal AI decides who and when to deliver Hesitant Customers All online customers Immediate Buyers
30. 30 User Behavior Collected
31. 31 AI in AiDeal Hover on the product name “Leather Shoes” Switch between clothes A and B Switch between clothes A, B, C and D Slowly scroll up for the material description skipped (trying to double confirm the information) Added clothes A to the cart Switch between clothes C and D Circle image of clothes A with the mouse Hit the hesitation score User gets a coupon for clothes A 13 15 23 30 45 20 50 70
32. 32 11:00 am 11:01 am Added to cart. 11:02 am 11:03 am Everyone will see the pop-up at different timing
33. 33 What Matters Most
34. 34 Performance Review Boss designed by freepik.com
35. 35 Boss designed by freepik.com Good man created by rawpixel.com - www.freepik.com How to prove that we’re doing good, or even better?
36. 36 Trigger purchase Hesitant users Product Offering
37. 37 AB-testing in AiDeal For the identified “hesitant users” Randomly put to experiment group (show coupon) or control group (no show) Users designed by freepik.com
38. 38 AB-testing Report * Mock data
39. Performance 39 Angry man designed by freepik.com
40. 40 Campaign goal & Performance Business vector created by rawpixel.com - www.freepik.com
41. 41 ? Campaign goal & Performance Business vector created by rawpixel.com - www.freepik.com
42. Appier Introduction AiDeal Product Introduction Why AI Could Help How AI in AiDeal Works What Matters Most Things Cannot be Compromised What Marketers Expect More The Future of Martech AI AiDeal Successful Cases Sharing 42 Insights Beyond Numbers
43. 43 Things Cannot be Compromised
44. 44 Is it possible to block AiDeal while there is another pop-up showing? Question man created by alekksall - freepik
45. 45 Is it possible not to show the coupon again in 14 days? Question man created by alekksall - freepik
46. 46 Can we adjust the icon image? Can we adjust the color? Question man created by alekksall - freepik
47. 47 Marketers care about the “look and feel” In a long-term perspective, brand image is very important
48. 48 What Marketers Expect More
49. 49 Question man created by alekksall - freepik What are the indicators of hesitant users?
50. 50 Question man created by alekksall - freepik What are the indicators of hesitant users? Which advertising traffic source has the highest ratio of hesitant users?
51. 51 Question man created by alekksall - freepik What are the indicators of hesitant users? Which advertising traffic source has the highest ratio of hesitant users? Which kind of discount do users like the most?
54. 54 Tool icons designed by freepik.com
55. 55 Question man created by alekksall - freepik What are the indicators of hesitant users? Which advertising traffic source has the highest ratio of hesitant users? Which kind of discount do users like the most?
56. 56 The Future of Martech AI
57. 57 Brand image & User experience Campaign goal & Performance Business vector created by rawpixel.com - www.freepik.com
58. 58 Generative AI AI with creativity Explainable AI Enhance trust and provide insights Images, designs contents Reasons of prediction Factors found
59. 59 Ultimate Personalization Personal AI Assistant Everyone has his/her own AI assistant. Know you better than you
60. Appier Introduction AiDeal Product Introduction Why AI Could Help How AI in AiDeal Works What Matters Most Things Cannot be Compromised What Marketers Expect More The Future of Martech AI AiDeal Successful Cases Sharing 60 Insights Beyond Numbers
61. 61 AiDeal Successful Cases Sharing
63. © Appier Inc. All rights reserved. Challenge: URO already offers products at a discounted price, the key is to operate without unnecessary promotional costs. Extra revenue gained from hesitant buyers after receiving coupon sent by AiDeal. (revenue you lost without AiDeal’s help) 142% With AiDeal Results: Mobile CVR 116% With AiDeal PC CVR 70% With AiDeal Revenue Gain It showed that the conversion rate of offering free shipping was 45% higher than offering 500 yen OFF. Insight:
65. Appier Introduction AiDeal Product Introduction Why AI Could Help How AI in AiDeal Works What Matters Most - Performance Things Cannot be Compromised - User Experience What Marketers Expect More - Insights The Future of Martech AI AiDeal Successful Cases Sharing 65 Insights Beyond Numbers
66. 66 Working in a Marktech Product
67. Abundant of data 67 Fast paced Business impact The Best Things are ... Icons designed by freepik.com Tool icons designed by freepik.com
68. 68 Frontend Engineer Backend Engineer Machine Learning Operations Machine Learning Scientist Mobile developer (iOS, Android) Business Development Account Management Partnership Campaign Management Engineering ML Scientist / Data Analyst Product Management … and more Join Our Team
69. Thank You! guiguan.khlin@gmail.com medium.com/guiguanlin linkedin.com/in/guiguanlin