COGNITIVE MARKETING

Augmented intelligence bringing brands and people closer

Cognitive marketing is the application of artificial intelligence, machine learning and automation to the field of B2B and B2C marketing. This augmented intelligence enables us to deeply analyze the structured and unstructured data at our disposal in order to discover unsuspected trends and behaviors.

Cognitive marketing key applications

In simple terms, cognitive marketing helps brands and their customers make their lives simpler by reducing complexity and by making decisions easier. Here are six areas of application that are readily available today:

Image recognition

Simplifies the management of large image libraries by categorizing, tagging and resizing to commonly used formats. Can identify images that have the greatest impact in a campaign in order to increase performance.

Virtual concierge

More than simple bots, the virtual concierge understand natural language and can acquire domain expertise to understand your business and industry. They respond to customer inquiries with personalized answers, recommendations and advice.

Dynamic segmentation

Using in-depth analysis of your customer data and interactions, assigns customers to one or more segments or personas. Dynamically moves them from segment to segment, changing conversion paths as their engagement and behavior evolves.

Real-time personalization

Allows websites and other digital marketing channels to analyze and understand customer behavior and preferences and to deliver personalized content in real time. Content served is optimized to maximize conversion.

Customer journey automation

A cognitive approach to customer journey mapping allows marketers to predict journey stage for each customer, to suggest the ideal conversion path, to automatically orchestrate content and to react for changing behavior in real time.

Personalized experience recommendation

The ultimate value of cognitive marketing is to enable people to enjoy a rich, relevant and personalized customer experience. Each customer finds the right product or service for their needs and gain more enjoyment out of everything they buy.

Three building blocks of cognitive marketing

BIG AND SMALL DATA

To track and analyze customer behavior, engagement and intent in real time. Gives you amazingly in-depth customer insights.

COGNITIVE AUTOMATION PLATFORM

To create programs that automatically manage content delivery and customer engagement at the right time, without you lifting a finger.

RELEVANT CONTENT

To provide customers with the right information at the right time. Inspiring, informative, and comparative content for each stage of the journey.

THE EVOLUTION OF MARKETING

PROACTIVE MARKETING

THE MARKETER IS IN CONTROL

You choose a segment, or your entire customer base and blast out a transactional-focused and undifferentiated message on a preset schedule or as the needed.

PREDICTIVE MARKETING

THE MODEL IS IN CONTROL

Predictive models identify customers with a high probability of having a given need or behavior and then trigger targeted messages according to a pre-set calendar, or whenever relevant.

COGNITIVE MARKETING

THE CUSTOMER IS IN CONTROL

With the help of AI, the communication strategy is customized to each customer based on behavior, engagement and preferences. It is constantly optimized in real time.

 

Watson Marketing

Bringing brands and people closer

The various modules of the Watson Marketing platform, thanks to their cognitive capabilities, enable marketers to immediately leverage the power of artificial intelligence, without the help of data scientists or costly R&D.

WATSON CAMPAIGN AUTOMATION

A cognitive omni-channel marketing automation platform that seamlessly manages email, social, digital, mobile and SMS.

WATSON CONTENT HUB

Cognitive image recognition and management application that analyzes, tags and formats large digital image libraries.

WATSON MARKETING INSIGHTS

Cognitive segmentation application that analyzes and manages customer engagement, lifetime value and attrition.

WATSON REAL-TIME PERSONALIZATION

Cognitive content application that serves personalized website content in real time for each and every customer.

WATSON CUSTOMER EXPERIENCE ANALYTICS

Cognitive analytics platform that optimizes the online experience and identifies struggle in the path to purchase.

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