May 31, 2017 | Written by: Sebastian Thostrup
Categorized: Cognitive | Watson
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How would your marketing change if you had a cognitive analyst watching out for you, sharing real-time predictions and updates on performance metrics?
Cognitive marketing and AI have been one of the hottest topics in the retail sector these past few years. Now, after much talking about the possibilities that new cognitive thinking offers for retail professionals, the words have turned into reality, and we’ve been able make good on the promises. The new cognitive systems and AI are embedded and built into today’s solutions and working at full capacity.
In the cognitive marketing reality you are now able to understand and serve your customer on a whole new level and with unprecedented precision.
Intuitive interfaces make it easy for every marketer to understand and share insights and recommendations generated from all types and sources of data, fueling collaboration and scaling individual expertise so that everyone learns continuously. In a cognitive organization, data works in service to marketing—not the other way around. Marketing solutions understand, reason and learn in context to serve up ever-smarter recommendations that help marketers create and precisely tune the entire customer experience to build highly valuable and enduring brand relationships.
A cognitive system understands unstructured information such as the language, imagery and audio in books, emails, call records, tweets, journals, blogs, and videos. It then reasons by recognizing patterns in the data and uses the findings to create recommendations and shows the evidence and probabilities for each recommendation. Cognitive marketing and IBM Watson also help you create personas to accelerate and optimize your customer experience. It is time to find out what your customer shares online and what can we learn from that to drive business growth.
With the help of cognitive marketing and Watson, you are also automatically able to identify the most important customer journeys. Through a hands-on path analysis dashboard you can, for example, view the importance of the predicted next interaction. By using cognitive marketing you don’t just see the customer journey, instead you go through each phase of the journey hand-in-hand with the customer.
Cognitive marketing and Watson digs deep into all the data your organization produces and makes sense of it in real time, all the time. It shifts focus from routine reporting and analyses to insights and welcomes a new breed of insight-driven marketing professionals to the sector. It is now time to concentrate on being creative and creating the perfect purchase journey for your customers.
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If you have any questions do not hesitate to get in contact with me at S.Thostrup@se.ibm.com or click here for my presentation – “Marketing in the Cognitive Era”