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eMarketer Tech-Talk WebinarSponsored by Redpoint GlobalPredict and Adapt:How Machine Learning CanOptimize the EntireCustomer JourneyMarch 2021
Today’s SpeakersBill PortoSteve ZiskSr. Engineering AnalystSr. Product Marketing ManagerRedpoint GlobalRedpoint Global Redpoint Global Inc.2021 Confidential
Thank you for joining us.
ationCXJourneyUnderstandingCustomerDiscovery Redpoint Global Inc.2021 Confidential
Just For YouOffer1When you act todayRELEVANCEPLACE ORDERCADENCECXBecome a VIPGet a just-for-you offer afteryour first purchaseSIGN UPLOGINJust For YouNowOffer — today only. Tap for detailsCONTEXTINTENT Redpoint Global Inc.2021 Confidential
Redpoint Global Inc.2021 Confidential
ABC - Learning from Customer BehaviorsABCAntecedentBehaviorConsequence Redpoint Global Inc.2021 Confidential
“If you have alwaysdone it that way,it is probably wrong”- Charles Kettering Redpoint Global Inc.2021 Confidential
Machine Learning - WhyThree basic tenets for success in today’s world Prediction – you need to learn and use what you learn Optimization/Adaptation – the world is dynamic Automation – because people don’t scale well Redpoint Global Inc.2021 Confidential
The World isDynamic – Don’tBe Left Behind Redpoint RedPointGlobalGlobalInc.Inc.2021Confidential2021 Confidential
Redpoint RedPointGlobalGlobalInc.Inc.20212021 ConfidentialConfidential
High Impact MLIntegrated System Approach Data pre-processing, curation, filtering, accessibility, Rapid Modeling – enable both marketing and data scientists Post-Processing Systemic Automation (ease of repeatability) Redpoint Global Inc.2021 Confidential
The value of Machine Learningin Improving Customer Experience Redpoint Global Inc. RedPointConfidential2021 Confidential
Predictive MLRegression/Classification (Supervised learning) You have historical data and known correlated outputs (truth)(e.g., recent sales amounts, attrition/retention data)Clustering/Segmentation (Unsupervised learning) Have historical data, but may not have (or trust) associated outputs(e.g., want to find demographic clusters, similar behaviors) Redpoint Global Inc.2021 Confidential
Potential Business Use CasesClassificationRegressionClusteringBusiness ProblemOutput ResultPredict Customer Retention/AttritionRetention LikelihoodPredict Best Message ChannelBest Available ChannelPredict Best Message ContentBest Available MessagePredict Likelihood to RebookRebooking ActivityBusiness ProblemOutput ResultAnomaly DetectionDeviation from “Normal”Predict Annual SpendPredicted SpendPredict Time To Next PurchaseTime Between PurchasesPredict Customer SalesSales ( or Quantity)Business ProblemOutput ResultSegment Customer BehaviorsBehavior ClusterSegment Customer DemographicsDemographic Cluster Redpoint Global Inc.2021 Confidential
Special Offer!ChannelTime of DayYour favorite model car now even betterPreferences Redpoint Global Inc.2021 Confidential
Redpoint RedPointGlobalGlobalInc.Inc.20212021 Confidential
Use Case – Customer Segmentation / Optimal MessagingUse Data ML Algorithms to find similarity groups When collectingdata, think “stimulus-response” Minimize potentially erroneous assumptions Let the data speak for itself Raw data - ML - segments Biggest question – why are these records in a particular segment?(i.e., how can we use the results to gain marketing insight) Redpoint Global Inc.2021 Confidential
Chaining ML Techniques - Data-Driven Insight Clustering/Segmentation labels the data ML Classification can extract the ‘why’ Decision Trees to the rescue! Rules - map offers/products to customersRaw DataMLClusteringMLClassificationMessagingRules Redpoint Global Inc.2021 Confidential
ML Chaining- Data-Driven Customer Messaging10000SamplesDecision CriteriaMarital Status?MarriedMarriedAge61%Age 42Shoes ?Shirt57%43%SingleUnknown35%4%Age 25Jeans ? HoodieAge 28Jeans ? Shoes82%36%18%64%Predict Best Response: Jeans, Shoes, Shirt, or Hoodie Redpoint Global Inc.2021 Confidential
Increase Success Rate - Post Processing ML ResultsML Product/Offer Recommendation Product/offer recommendation scores Utilize recent behavioral knowledge (expand consumer horizons) Purchase periodicity (durable goods vs. consumables) More Model chaining(targeted offers channel/periodicity model) Redpoint Global Inc.2021 Confidential
Focus on RedpointAutomated Machine Learning Redpoint Global Inc.2021 Confidential
Redpoint Global Inc. RedPointConfidential2021 Confidential
Adaptive BootstrappingHistorical User Behavior(stimulus/response)DBDBTrain / UpdateModelNon-Adaptive(Fixed) ModeOperation(Trigger)Randomized A/B/COffer SelectionAdaptiveML ModeML PredictionOffer SelectionAd / Offer(stimulus)Feedback Cycle(response) Redpoint Global Inc.2021 Confidential
MODELBUILDINGDATA & GOALSAS TINUOUSOPTIMIZATIONNEXT-BESTACTIONS ASOUTPUTSFEED BACKConfigurablemodelsMODEL TYPES AND PURPOSEEvolutionaryprogrammingSegmentation ModelsIn-linedeploymentPredictive ModelsManaging afleet of modelsTunable tobusiness goalsOptimization Models
Staying Ahead of the GameAdaptation is the Rule Model/Data currency - trends, seasonality, environmental changes Periodic model retraining / refreshing Feedback loops – track results and adapt to change Automation – big red easy button Redpoint Global Inc.2021 Confidential
Best Practices and theFuture of AI and ML Redpoint Global Inc.2021 Confidential
Explainable edFunctionDecision orRecommendationUserWhy did you do that?Why not something else?When did you do succeed?When do you fail?When can I trust you?How do I correct an error? I understand whyI understand why notI know when you succeedI know when you failI know when to trust youI know why you erredTaskXAITrainingData MachineLearningProcessExplainable ExplainationModelInferfaceUser Redpoint Global Inc.2021 Confidential
Inbound DataCustomer DataManagementRedpointGolden RecordPHYSICALSTREAMINGDATASocMedREAL-TIME AGGREGATION LAYERHigh speed definition androll-out simple maintenanceEventTMEphemeral & persistent datain-session calculationsSupports real-timeanalytics and NALOPERATIONAL PROFILEIoTNo Latency fromIngest to ActivationUpdate IdentityGraph in Real TimeUpdate HistoricalAggs in Real TimeGDPR & PREAL TIME IDENTITY LAYERData IngestVoCBATCHDATAIdentity Resolution& Data Integration360º View of theCustomerProbabilistic andHeuristic MatchingIDENTITY GRAPHATTRIBUTESAGGREGATIONS Redpoint Global Inc.2021 Confidential
AI Maturity ModelPlanning Early AI Interest Pioneers exploretechniquesExperimentation Data Scientistsexperiment Successful POCs First use cases First pilots Define successcriteria AI lab establishedStabilizationExpansionTransformation Several uses casesin production Budget is assigned Mastery &standardization AI Community orCoE Pervasive use withC-level ownership Integrated process& disruptivemodels Governance,Ethics, Riskmanagement Strategies andinnovations Move to AIproducts Augmentedintelligence Profound impacton people andcultureSelect and prioritizeAI use casesProve thebusiness valueof AI use casesStabilizeinfrastructureto access dataand AI toolsScale AI andexpand datasourcesShare yourAI advantagewith others Redpoint Global Inc.2021 Confidential
Redpoint Global Inc.2021 Confidential
ns&Thank Youcontact.us@redpointglobal.com Redpoint Global Inc.2021 Confidential
Q&A Session
Mar 24, 2021 · Redpoint Global Inc. 2021 Confidential Models BATCH DATA STREAMING DATA IoT Soc Med Event Web Product Registrations VoC PoS eComm DMP Customer Data Management Inbound Data IDENTITY GRAPH ATTRIBUTES AGGREGATIONS PHYSICAL ECOMM DEVICE SOCIAL HOUSEHOLD TRANSACTIONAL REAL-TIME AGGREGATION LAYER High speed
