ARTIFICIAL INTELLIGENCE IN ANALYTICS · © 2018 Adobe Systems Incorporated. All Rights Reserved....

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

ARTIFICIAL INTELLIGENCE IN ANALYTICSUncovering the Real-World Successes, Limitations & Hype


Tom Braybrook | Product Marketing Manager, Adobe Asia PacificAI: A QUICK PRIMER & HISTORY LESSON


1950’s 1960’s 1980’s1970’s 2000’s1990’s 2010’s…

ARTIFICIAL INTELLIGENCE

MACHINE LEARNING

DEEP LEARNING

ACCELERATED BY.. AVAILABILITY OF TRAINING DATA

COMPUTING & DATA PROCESSING

GENERAL(SENTIENT, AWARE)

NARROW(FOCUSED, SPECIFIC)

AI THAT IS PROGRAMMED AI THAT IS TRAINED


MACHINE LEARNINGMultiuse & Nonspecific Applications

5.0-7.0

NATURALLANGUAGE

0.6-0.9

SMARTROBOTICS

0.3-0.5

VIRTUALAGENTS

0.1-0.2

AUTONOMOUSVEHICLES

0.3-0.5

COMPUTER VISION2.5-3.5

SOURCE: “Artificial Intelligence, The Next Digital Frontier?” McKinsey Global Institute, 2017

EXTERNAL INVESTMENT IN AI-FOCUSED COMPANIES, $ BILLIONS, 2016


3/4executives

Believe that AI will enable their companies to move into

new businesses

85%

Believe that AI will allow their companies to obtain or sustain

a competitive advantage

Source: MIT Sloan Management Review, 2017


By 2020, business will take

$1.2 trillioneach year from competitors thatdon’t employ these technologies

Source: Forrester Predictions 2017


Meet Adobe Sensei.A unified AI and machine learning framework

powering a range of intelligent services across the Adobe platform.


ATTRIBUTION

PERSONALIZATION

ANOMALY DETECTION

SENTIMENT ANALYSIS

INTELLIGENT AUDIENCE SEGMENTATION

BUDGET ALLOCATION

PREDICTING CLICKS

SUBJECT LINE OPTIMIZATION

AUTO-TAGGING

PROBABILISTIC DEVICE STITCHING

AUDIENCETAGGING

CONTRIBUTIONANALYSIS

VIDEORECOMMENDATIONS

EMAIL FREQUENCY CONTROL

LANDING PAGEOPTIMIZATION

AUTOMATED INSIGHTS

NEW LOOKALIKEMODELING

ONE-CLICK PERSONALIZATION

INTELLIGENT ALERTS

INTELLIGENTIMAGE CROPPING

80+ capabilities powered by Adobe Sensei


MACHINE LEARNING, TRAINED ON YOUR OWN DATA.

STATISTICAL ANOMALY DETECTION

CONTRIBUTION ANALYSIS

RECOMMENDED SEGMENTS


ORIGINALMACHINE LEARNING

APPROACHDEEP LEARNING

APPROACH


Adobe Sensei: Opening up the framework

Developed by Adobe that do not require customer-specific configuration or training

MARKETER

Developed by Adobe that enables customer-specific configuration and training

DIGITAL ANALYST

Developed by customer or partner. “BYO algorithm” to your Adobe data

DATA SCIENTIST


General Manager, Torque DataVelocity Frequent Flyer / Virgin Australia

Data & Artificial Intelligence Lead, AzureMicrosoft Australia

ADOBE SYMPOSIUM 2018

ARTIFICIAL INTELLIGENCE: Real-World Successes, Limitations and HypeAugust 2018

Micro

services

REST

APIs

DATA

CLOUD

9 M +

MEMBERS

400+

VELOCITY AS A LOYALTY PLATFORM

MEMBERS

MAKING OUR MEMBERS DREAMS COME TRUE

PARTNERS

THE SMART WAY TO ACHIEVE YOUR CUSTOMER GOALS

PARTNERS

VELOCITY BACKGROUND

HOW AND WHY

HOW AND WHY

WHY

Increased focus on analytics

Reduced pool of available talent

Increased requirement for analytics at pace (digital)

HOW

Proof of concept

Stand alone

Cloud Deployment

WHAT WE DID

WHAT WE DID!

EXISTING ACTIVITY BETTER/FASTER

10 x 10%

NEW CHALLENGE – THE IMPOSSIBLE

“Half the money I spend on advertising is wasted; the trouble is, I don't know which half.”

Wanamaker, Leverhulme

WHAT WE DID! – Multi-class Propensity Models

WHAT WE DID! – Marketing Attribution Model

THE LESSONS

PEOPLE NOT TECHNOLOGY

QUICK WINS ARE VITAL

TIMING IS EVERYTHING

GET STARTED!

WHAT NEXT?

What’s Next

INTEGRATION

ACCELERATIONMORE CHALLENGES

SUPPORTING TECHNOLOGIES

ARTIFICIAL INTELLIGENCE IN ANALYTICS · © 2018 Adobe Systems Incorporated. All Rights Reserved....

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Transcript of ARTIFICIAL INTELLIGENCE IN ANALYTICS · © 2018 Adobe Systems Incorporated. All Rights Reserved....