2018 Mumbai Insights Executive Roundtable€¦ · marketers will read ess and know more. •...
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Market Logic © 2018 CONFIDENTIAL | 1 2018 Mumbai Insights Executive Roundtable Leadership Dialogue: Impact of AI on Marketing and Insight Management
Transcript of 2018 Mumbai Insights Executive Roundtable€¦ · marketers will read ess and know more. •...
Market Logic © 2018 CONFIDENTIAL | 1
2018 Mumbai Insights Executive RoundtableLeadership Dialogue: Impact of AI on Marketing and Insight Management
Market Logic © 2018 CONFIDENTIAL | 2Mumbai Roundtable 2018
Deepali Jain CI Manager Innovation & Technology
Saurin Shah Head CMI Godrej Consumer Products
Shriya Gupta Manager CMI Godrej Consumer Products
Urvi Ved Group Insights Manager
Shilpa Mhatre Head Consumer Technical Insights
Urvashi KarGroup Consumer Insights Manager
Sanket Raina Lead - CI & Marketing Strategy
Garth Viegas Director of Insights
Srinivas Bhattacharya Insights Lead - South Asia Marketing
Nick Sharp SVP EMEA
Andrea Villani VP Asia
Attendees
Agenda10:00 - Welcome, Nick Sharp10:20-Casestudy:GodrejInsightRepository,SaurinShah11:00 -ImpactofAIonInsightManagement,AndreaVillani11:40 -Opendiscussion:data,ROI,changemanagement12:00-Networkinglunch
Mritunjay Bhanot Head Business Analytics - Retail Lending & Payments
Ananya Shukla DVP & Head Product Marketing
Saurabh Maheshwari Head Consumer Insights & Service Quality
Market Logic © 2018 CONFIDENTIAL | 3Mumbai Roundtable 2018
Saurin Shah, Head CMI, Godrej Consumer Products
WhenSaurinShahfirstjoinedGodrejConsumerProducts(GCPL),hefoundanorganizationthatwasstrugglingwithtoomuchdataandnotenoughinsights.Disparatesetsofdatawerenotdirectlylinkable.Manualeffortwasrequiredtocodifyresearchanddataforre-use,withtheendresultthatinsightswerenotwidelyusedinbusinessdecisions.Peopleweremoreinclinedtorelyontraditionalthinkingandhadnotimetoinvestinhuntingforanswersinresearch.
InFebruary2017,Saurin’seffortstoturnthesituationaroundgotatimelyboostwhenManagingDirectorVivekGambhirchallengedhisorganization:“wouldn’titbeamazingifwecouldhaveacommonrepositorytogetregularaccesstoconsumerinsights?”
Toscopeapotentialsolution,SaurinconsideredtheuniqueneedsofhisCMIorganizationandbestpracticeplatformsusedbyothercompanieslikeUnilever.HeneededaplatformthatcouldenableGCPLto“shareknowledgeacrosscategoriesandmarketstocrosspollinateideas”.
Saurinwasconvincedthatcross-learningwouldhelpmakeGCPLstronger.Hebelievedthetransferofideascouldoccurwithoutlosingsightofculturalrelevance,ifmarketerscouldeasilyviewaninsightinthecontextofonelocalmarketorcategory,toadaptandapplyittotheirown.Asaresult,heaimedtocreateanenvironmentwheregreatideascancomefromanywhere,notjustwithinabusinesslineandterritory.
Case study: Godrej CMI Repository
share knowledge across categories and markets to cross pollinate ideasSaurin Shah Head CMI Godrej Consumer Products
Secondly,Saurinwantedasolutionthatempowersmarketerstocraftbrands,ratherthanspendingtimeretrievingdata.Theplatformhadtobeeasytouseandintuitive,so“nomatterwhatlevelofdataskillsyouhave,youcangleaninsightssmoothlyandswiftly”.
Ultimately,Saurinwantedtobuildaknowledgeassetthatisownedbythe
Market Logic © 2018 CONFIDENTIAL | 4Mumbai Roundtable 2018
business,andthatstayswiththebusinesswhenemployeesleave.Thiswouldentailsecurityandaccesslevelstoensurethatalldatacanbecollatedanddisseminatedappropriately,andrightsofaccessforsmallerregionsthatmightnotbeabletoaffordfreshresearchateveryturn.
Toachievethesegoals,SaurinandhisteamdeployedaMarketLogicinsightsplatformwhichtheybrandedtheCMIR(ConsumerandMarketInsightRepository).Itdeliversthefollowingbenefits: • Searchandgetanswerstobusinessquestionsfromallresearchinaone-clickreport,so marketersgetwhattheyneedatthesnapoftheirfingers • Organizestructuredintelligenceandperformancereportinginastrategyhouse,where marketerscansubscribeforalertstothelatestsyndicatedresearchisavailable inthesystem • Organizeandpromoteknowledgeonhottopicsinknowledgezones,withoutthejargon.
Justafewmonthsafterlaunch,CMIRencompassesover1,000primaryresearchprojectsand3,500findings–usefulnuggetsofinformationthatareextractedforeasysearchbytheagencywhodeliveredthereport.Theplatformalsohousesover1000verbatimsthatbringtheconsumer’svoicetolifeandcreativelibrarieswheremarketerscantrawlhundredsofconceptandcopytestsasasourceofinspirationfornewideas.
Market Logic © 2018 CONFIDENTIAL | 5Mumbai Roundtable 2018
CMIRrolledouttothefirstcommunityof60marketersinOctober2017and,onthebasisoftheiroverwhelmingsupport,extendedtoanother80marketersinJanuary2018.
Withinthefirstsixmonthsofdeployment,SaurinbelievestheCMIRhasalreadyshownitdeliversagainsthisobjectives.Thecurrentusercommunityspansall12
100% marketers visit CMIR at least twice each quarter to ask questions and get answers, without sophisticated data skills.Saurin Shah Head CMI Godrej Consumer Products
sophisticateddataskills(infact100%ofmarketersvisittheplatformatleasttwiceperquarter).AllCMIreportsareaccessedviatheplatformtoguaranteenoresearchislost,researchsuppliersuploadnewresearchandextractfindingsforsearchandre-use.
AttendeesaskedSaurinhowhechangedtheorganizationalculturetoensureplatformusage.HereSaurinexplainedkeytriggersincluding:contentcurationobjectivesforallmarketerstopromotetheirsuccessstories,carrotandstickincentivesforsupplierstouploadfreshresearch,andendorsementfromseniormanagement.
Inresponsetoqueriesaboutongoingmaintenance,SaurinsaideffortwasnegligiblefortheCMIteam,asagencycontributionsandMarketLogicservicesupportlevelsaresufficienttoensuresmoothoperations.
businesslinestoenablecrosspollination.Marketersoftenvisittheplatformaskquestionsandgetanswers,without
Market Logic © 2018 CONFIDENTIAL | 6Mumbai Roundtable 2018
Andrea Villani, Vice President Asia, Market LogicImpact of AI on Insight Management
MarketLogicVPAPACAndreaVillanisharedthelatestdevelopmentsinAIandtheirimpactoninsightexecutives,whereakeydifferentiatoristhedeploymentofacognitiveplatform.
Andreaopenedthediscussionwithanoverviewofwhyclientsacrossindustriesdeploymarketinginsightplatforms:toconnectdataandinsightstoenablefast,winningdecisionsthataccelerategrowth.
Unliketraditionalknowledgemanagementtools,cognitiveinsightplatformsunderstandstructureddataandunstructureddata.Structureddataiseasyformachinestounderstand,comprisingthecolumnsandrowsthatpresentmarketsharesandothertrackers,forexample.UnstructureddatalikePowerPoints,RSSfeeds,videosandtweetsareimpossibleformachinestounderstand.
Toovercomethisproblem,MarketLogicplatformsusesupervisedlearningtoteachthemachinethelanguageofyourbusiness.Thismeansdocumentminerscanmove
throughfiles,annotatingentitiesinsidethecontent,whichthemachinecanreadandlearn.Forexample,insideavideofile,documentminerscouldannotateaconsumerfromsegmentA,talkingaboutbrandB,barrierCandchannelD).Theplatformalsoevaluatesdatadependingonitsageandsource.
ThenextstepistoconnectalltheentitiesandKPIsinaknowledgegraphthatdescribesthemarketingfundamentalsinyourindustry–literally,aMarketLogic.AndreadescribedhowtheMarketLogicforaCPGcompany,forexample,wouldunderstandthatconsumersegmentshavesharedneedswhichcanbefulfilledbyfunctionalvaluesandemotionalassociations,deliveredbycompetingbrandsacrosschannels,andsoon.AssoonasthedataisconnectedintheMarketLogic,discoveryminerscanuncoverinsightsbyclusteringandclassifyinginformation,creatingdossiersanddetectingeventsandtrends.
Andreaemphasizedtheneedforinsightstobeservedtomillennialmarketersinawaythat’seasy,engagingandactionable,innatural
Market Logic © 2018 CONFIDENTIAL | 7Mumbai Roundtable 2018
conversations.Here,thegoalistofliptheparadigmfrom“marketergoingtoinformation”to“informationcomingtomarketer”.
Andreasharedtwocognitivesearchandintelligenceexamples.Cognitivesearchbringstogetherallcustomerandmarketfacingdata(primary,secondary,panel,social,CRM,IoT…).UsersaskaquestionandAIalgorithmssearchandsummarizeanswersinadossierthatalsovisualizesrelationshipsbetweeninsightsandidentifiesrelevantexpertswhohavepublishedcontentonthetopic.
Insummary,AndreaarguedthatAIwillchangethewaymarketersworkwithinsights:
• Theprocessof“searchingforresults”on aknowledgeplatformwillbereplacedby cognitivedeliveryofthedirect,best “answertothequestion”. • Theconceptof“question answering”willbepre-emptedwith “insightsinjection”inthejobtobedone, sothemarketerdoesn’tevenhaveto thinkabouttherightquestionstoask –relevantinsightsflowtotheirdesktop orsmartphone,whenandwheretheyare needed. • Corporatenewsdashboardswill transformwith“earlywarning andopportunitydetection”thatanalyze trends,topicsandeventstoalertusers withautomatedanalysis.Asaresult, marketerswillreadessandknowmore. • Finally,we’llallbespendingalot moretimewith“artificialco-workers” –cognitiveassistantswillanticipate marketers’intentionsandoffersupport togetthejobdone.
InresponsetoAndrea’spresentation,attendeesreviewedmachinelearningtechniquesanddiscussedwaysAIcouldtransformtheirbusinesses.Firstandforemost,bringingalldataandresearchtogetherononeplatformwasseenasakeysuccessfactor.Attendeesnotedtheneedtoconnectprimaryresearch,syndicatedsources,paneldata,NPS,businessintelligenceandsociallistening,forholisticresults.ItwasgenerallyagreedthatakeyareawhereAIcanhelp,isbyguidingmarketerstotheasktherightquestions.Anotherareaofgreatpromisecomeswiththeabilitytoautomaticallycompare“whatpeoplesay”insocialmediawithvalidatedresearchresults.
Injecting insights into workflows guarantees ROIAndrea Villani VP Asia, Market Logic
Cognitiveintelligenceenablesselfservicedeliveryofrelevantmarketintelligenceonpersonalizeddashboards.Userseasilydefinetopicsofinterestandgetautomatedmarketalertstoexploreearlywarningsignalsandtrendsthatemergefromallthebuzz.
Healsosharedaresearchautomationapplication,toshowhowinsightsorganizationscanplanandexecutenewprimaryresearchprojectsatoptheplatform,toensurethatnewresultsareautomaticallycapturedforre-use.
Finally,AndreashowedthenewMarketingAssistant,asmartphoneappthatunderstandswhatthemarketerwantstoachieve,guidesthemthroughthecompany’sbestpracticemethodtogetthejobdone,andsuggestsrelevantinsightsalongtheway.Intheexample,abrandmanagertalkstohispersonalizedassistanttoevaluateanewproductideaandinitiatetheNPDprocess.
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Open discussion: ROI
Next meeting
Theconversationturnedtoreturnoninsights,whereMarketLogiccitedtypicalsavingsofupto20%ofannualresearchspendbyeliminatingduplicationofresearch.Attendeesagreedthattheseredundanciesarecommonplaceinindustrytoday.
AtGodrej,SaurincalledoutanoverallimprovementinthequalityofresearchsubmittedbyGodrejagencies,astheyknowtheirresultswillbeseenbymanymorepeople.Headdedthatthegreatestbenefitforhisinsightsteamcomesbyspendinglesstimesearchingforanswersinresponsetomarketers’questionsandmuchmoretimeaddingvalueasproactivebusinesspartners.
AttendeesagreedthatitmadesensetocontinuetomeetandexchangeideasoninsightsplatformsaspartoftheAPACchapter.Themeetingthenadjournedforanetworkinglunch
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