Il Cognitive Computing applicato al Marketing e alla ComunicazioneAlessandro ZoninSocial & Digital Media Strategy LeaderIBM ItaliaJune 2016

© 2016 IBM Corporationhttps://www.youtube.com/watch?v=kFY4ZGvq9lA

© 2016 IBM Corporation

Analytics Russian Doll

Learning modelsExperience memory

Feedback mechanism

RulesOptimization Models

Reccomendations

Predictive ModelsScores

Forecasts

ReportsDashboardsVisualization

Business Value

CognitiveTell me the best course of action

PrescriptiveWhat should I do to for the best outcome?

PredictiveWhat could happen?

DescriptiveWhat has happened?

© 2016 IBM Corporation

Three capabilities differentiate cognitive systems fromtraditional programmed computing systems…

…. allowing them to interact with humans.

Cognitive systemsunderstand like humans do.

They reason. They understandunderlying ideas and concepts.They form hypothesis with confidence score. Theyinfer and extract concepts.

They never stop learning gettingmore valuable with time.Advancing with each new pieceof information, interaction, andoutcome. They develop“expertise” assisted by humans.

© 2016 IBM Corporation

Watson is creating a new collaboration between people and computers that enhances, scales and accelerateshuman expertise.

© 2016 IBM Corporation

Watson go-to-market model

Large Enterprises Ecosystem (o/w startups)

First of a kind API Economy (50 Cognitive APIs by the end of 2016)

Watson APIs: from cognitive services to business functions

Courtesy of photobrix.com

© 2016 IBM Corporation

Cognitive API: Watson Personality InsightsPersonality Insights analytics are developed based on the psychology of language in combination with data analytics algorithms. The characteristics are described in terms of three models:

Big Five (Costa & Norman) : How a person engages with the world. 5 Dimensions with 6 subdimensions.

Agreeableness (piacevolezza) is a person's tendency to be compassionate and cooperative toward othersConscientiousness (coscienziosità) is a person's tendency to act in an organized or thoughtful wayExtraversion (estroversione) is a person's tendency to seek stimulation in the company of othersEmotional Range (gamma emotiva) is the extent to which a person's emotions are sensitive to the person's environmentOpenness (apertura) is the extent to which a person is open to experiencing a variety of activities.

Needs (Kotler & Armstrong) desires that a person hopes to fulfill when considering a product or service. 12 Categories

Values (Schwartz) motivating factors that influence a person's decision making. 5 dimensions.

© 2016 IBM Corporationhttps://your-celebrity-match.mybluemix.net/

Celebrity Match

© 2016 IBM Corporationhttp://roztayger.com/match/designer?cm_mc_uid=91202328437014650525283&cm_mc_sid_50200000=1466762393

Cognitive shopping advisor: Designer Match

© 2016 IBM Corporation

Script conversations any way you like to answer questions, walk through processes, or just to chat!The Dialog service enables your applications to use natural language to automatically respond to user questions, cross-sell and up-sell, walk users through processes or applications, or even hand-hold users through difficult tasks.

Cognitive API: Dialog

Interpret and classify natural language with confidence. The service interprets the intent behind text and returns a corresponding classification with associated confidence levels. The return value can then be used to trigger a corresponding action, such as redirecting the request or answering a question.

Cognitive API: Natural Language Classifier

https://www.ibm.com/smarterplanet/us/en/ibmwatson/developercloud/starter-kits.html

© 2016 IBM Corporationhttps://www.youtube.com/watch?v=HxNeseZ_1nc

© 2016 IBM Corporationhttps://www.thenorthface.com/xps

Interactive Shopping Experience

© 2016 IBM Corporation

AlchemyLanguage offers several API functions as part of its text analysis service, each of which uses sophisticated natural language processing techniques to analyze your content.

• Entity Extraction• Sentiment Analysis• Emotion Analysis• Keyword Extraction• Concept Tagging• Relation Extraction• Taxonomy Classification• Author Extraction• Language Detection• Text Extraction• Microformats Parsing• Feed Detection• Linked Data Support

Cognitive API: Alchemy Language

https://www.ibm.com/smarterplanet/us/en/ibmwatson/developercloud/starter-kits.html

© 2016 IBM Corporationhttps://sentiment-and-emotion.mybluemix.net/

Sentiment and Emotion

Restaurant reviews, cinema reviews, help desk transcript, brand conversations on social media….

© 2016 IBM Corporation

The Speech to Text service converts the human voice into the written word. This easy-to-use service uses machine intelligence to combine information about grammar and language structure with knowledge of the composition of an audio signal to generate an accurate transcription.

Cognitive API: Speech to Text

Understand which documents are related or extract high-level concepts mentioned in text. Concept Insights offers a set of services that enable you to do content recommendation and exploration. For instance, you can provide a document, understand the high level concepts mentioned in it and recommend related documents.

Cognitive API: Concept Insight

https://www.ibm.com/smarterplanet/us/en/ibmwatson/developercloud/starter-kits.html

© 2016 IBM Corporationhttps://audio-analysis-application-starter-kit.mybluemix.net

Audio Analysis

@alessandrozonin

it.linkedin.com/in/zonin

Grazie!Alessandro ZoninSocial & Digital Media Strategy LeaderIBM Italia

slideshare.net/alessandrozonin

© 2016 IBM Corporation

Try it Out!

https://www.ibm.com/smarterplanet/us/en/ibmwatson/developercloud/starter-kits.html

© 2016 IBM Corporation

Cognitive services via Watson API’s