Creating Moments That Matter

@RonaldVeltenMarketing & Communications Director

IBM Europe

© 2013 IBM Corporation

World’s largest taxi company `owns no taxis.

The largest accommodationprovider owns no real estate.

The largest phone company owns no own telco infrastructure.

World’s most valuable retailer has no inventory.

The most popular media platform creates no content.

World’s largest movie house owns no cinemas.

Fastest growing bank has no actual money.

Largest software vendordoesn’t write the code.

1995+ 2010+ 2015+MusicPhotographyVideo Rental…..

TVNewsTravelRecruitment…..

RetailFinanceAutomotiveHealthcareEducation…..

2020

Uber for locksmiths: KeyMe, KeysDuplicatedUber for Childcare: KangaDo…Uber for Cleaning/Laundry: Cleanly, Dashlocker, Washio, FlycleanersUber for Hotel Dry Cleaning: OliomUber for Mobile Repairs iCrackedUber for Removals: MovelineUber for Lawnmowing: Lawnstarter, Plowz&Mowz…Uber for Food Delivery: SeamlessUber for Taxis: Lyft…Uber for Home Maintenance RatedPeople, HouseCall, RedBeaconUber for Home Decoration: PaintZenUber for Home Deliveries: Anyvan, Doorman, Instacart, UberRUSHUber for Dog Walking: Wortheem Swifto, Urban Leash, TrottrUber for Private Jets: BlackJetUber for City Parking: ParkingPanda, MonkeyParking, SpotHero…Uber for Language Tuition: CambliUber for Storage [Valet]: Caddy, MakeSafe, BoxbeeUber for Bodyguards: Bannerman…

Uber for Liquor Delivery: Saucey, Drizly, Minibar…Uber for Cannabis Delivery: Eaze, Canary…Uber for Errands: TaskRabbit…Uber for Odd Jobs: GladlyDoUber for Hotel Rooms: HotelTonightUber for Beauty Services: Swan, Stylebee, StyleSeat, ManicubeUber for Home Cleaning: Handybook, HomejoyUber for Car Repairs: YourMechanicUber for Babysitting: Urban Sitter…Uber for Pizza Delivery: Push for Pizza…Uber for Medical Equipment: CohealoUber for Quiet Spaces: BreatherUber for Vet (Home Visit): VetProntoUber for Dog Sitters: DogVacayUber for in-home Massage: Massage, UnwindMe, Zeel, SootheUber for Doctor House-call: Medicast, PagerUber for Doctor Consultation: Doctor on Demand, dvisitUber for Courier Deliveries: Deliv, Postmates, Shyp

6

Design MattersExperience MattersMoments MatterContext Matters

Design MattersExperience MattersMoments MatterContext Matters

INDIVIDUALLYTAILORED

CREATIVEENGAGEMENT

CONSISTENTEXPERIENCE

RELEVANT AWESOME UNIQUE

DATA-DRIVENDECISIONS

DESIGNTHINKING

MARKETING AUTOMATION

RELEVANT AWESOME UNIQUE

Region/area of the country

City

Zip code

Neighborhood

Climate

Coastal vs inland

Age

Generation

Income levelGender

Marital status

Family life cycle

Family size

Occupation

EducationSocio-economic background

Religion

Lifestyle

Loyalty card activity

Industry

SectorLegal status

Location

Company name

Number of employees

Competitors

Revenue size

Ratings history

Time of day of log-in

Time spent on site

Sequence of visit

FollowersFollowing

Number of hashtags used

Membership in groups

Number of Likes received

Direct message recipients

Direct message senders

Frequency of searches

Search strings entered

Items put in cart

Offers engaged with

Email addresses

Region/area of the country

City

Zip code

Neighborhood

Climate

Coastal vs inland

Age

Generation

Income levelGender

Marital status

Family life cycle

Family size

Occupation

EducationSocio-economic background

Religion

Lifestyle

Loyalty card activity

Industry

SectorLegal status

Location

Company name

Number of employees

Competitors

Revenue size

Sequence of visit

Size of Network

Search engine usedDate on site

Device used

Wish lists

Purchase history

Subscriptions

Deposits/withdrawals

Trades

Clickstream

Videos viewed

GeolocationDevice used

Number of apps on device

Apps deleted

Check-insApp usage duration

Device used

Time of day of log-in

Time spent on site

Sequence of visit

FollowersFollowing

Size of Network

Number of hashtags used

Membership in groups

Number of Likes received

Direct message recipients

Direct message sendersSearch engine used

Frequency of searches

Search strings entered

Date on site

Device used

Wish lists

Purchase history

Items put in cart

Subscriptions

Deposits/withdrawals

Trades

Clickstream

Ratings history

Videos viewed Offers engaged with

Device used

Email addresses

GeolocationDevice used

Number of apps on device

Apps deleted

Check-insApp usage duration

Colloquialisms

Concepts

Dialog

Facial Recognition

SemanticsPhonemes

Logistical Regressions

Knowledge Extrapolation

LinguisticsQuestion Analysis

Reasoning Strategies

Openness

Conscientiousness

Extroversion

Agreeableness

Hedonism

Self-enhancement

Self-Transcendence

Adventurousness

Self-consciousness

Latent Semantic Analysis

Language Modeling

Logistical Regressions

Linguistic Analysis

Logical reasoning analysis

multi-language analysis

n-gram Analysis

Ontology Analysis

Q&A Reasoning Strategies

Similarity Analysis

Language Parsing

Syllable Analysis

Region/area of the country

City

Zip code

Neighborhood

Climate

Coastal vs inland

Age

Generation

Income levelGender

Marital status

Family life cycle

Family size

Occupation

EducationSocio-economic background

Religion

Lifestyle

Loyalty card activity

Industry

SectorLegal status

Location

Company name

Number of employees

Competitors

Revenue size

Euphemisms

SentimentTone

Phoneme Aggregation

Sequence of visit

Colloquialisms

Concepts

Dialog

Facial Recognition

SemanticsPhonemes

Logistical Regressions

Knowledge Extrapolation

LinguisticsQuestion Analysis

Reasoning Strategies

Openness

Conscientiousness

Extroversion

Agreeableness

Hedonism

Self-enhancement

Adventurousness

Self-consciousness

Latent Semantic Analysis

Language Modeling

Logistical Regressions

Linguistic Analysis

Logical reasoning analysis

multi-language analysis

n-gram Analysis

Ontology Analysis

Q&A Reasoning Strategies

Similarity Analysis

Language Parsing

Syllable Analysis

Region/area of the country

City

Zip code

Neighborhood

Climate

Coastal vs inland

Age

Generation

Income levelGender

Marital status

Family life cycle

Family size

Occupation

EducationSocio-economic background

Religion

Lifestyle

Loyalty card activity

Industry

SectorLegal status

Location

Company name

Number of employees

Competitors

Revenue size

Euphemisms

SentimentTone

Phoneme Aggregation

Time of day of log-in

Time spent on site

Sequence of visit

FollowersFollowing

Size of Network

Number of hashtags used

Membership in groups

Number of Likes received

Direct message recipients

Direct message sendersSearch engine used

Frequency of searches

Search strings entered

Date on site

Device used

Wish lists

Purchase history

Items put in cart

Subscriptions

Deposits/withdrawals

Trades

Clickstream

Ratings history

Videos viewed Offers engaged with

Device used

Email addresses

GeolocationDevice used

Number of apps on device

Apps deleted

Check-insApp usage duration

Sequence of visit

Self-Transcendence

18

The volume, variety and velocity of data is creating an unprecedented opportunity.

2.5Bn.gigabytes of new data are generated every day, of which

80% is unstructured and thereforelargely invisible to us. Untill now!

creating a new partnership between people and computersthat enhances, scales and accelerates human expertise.

CognitiveBusiness

IBM WatsonDigital Intelligence meets Business Creativity

Question& Answer

Machine Learning

Question Analysis

Feature Engineering

Ontology Analysis

Natural Language Processing

Core Technologies

Source: Watson Qualitative IDIs, Watson Brand—Business Survey, July 2015

Speech to Text

Image Link

Extraction

Tradeoff Analytics

Concept Tagging

Image Tagging

Natural Language Classifier

Retrieve andRank

Author Extraction

Visual Recognition

Message Resonance

Language Detection

ToneAnalyzer

Question & Answer

Entity Extraction

ConceptExpansion

Sentiment Analysis

Personality Insights

Feed Detection

Face Detection Dialog Keyword

Extraction Taxonomy

Language Translation

Concept Insights

Text Extraction

Text to Speech

Relationship Extraction

Author ExtractionColloquialism ProcessingConcept ExpansionConvolutional Neural NetworksDeep LearningDialogEntity ExtractionEntity Resolution

Feature EngineeringFeature WeightingHtml AnalysisImage ProcessingInformation TheoryKeyword ExtractionLanguage IdentificationLanguage Modeling

Learn To RankLinguistic AnalysisLinguistic QueryMachine LearningMachine TranslationMessage ResonanceMulti-Dimensional ClusteringMultilingual Training

Natural Language ProcessingNeural NetworksOntology AnalysisPareto AnalysisPassage AnsweringPhoneme AggregationQuestion AnalysisRelationship Extraction

Rules ProcessingScalable SearchingSimilarity AnalyticsStatistical LanguageStatistical Language ParsingStatistical Language ProcessingSyllable Analysis

Text ExtractionTradeoff AnalysisVisual AnalysisVisual RenderingVisualizationVoice Synthesis And Customization

Draws on Five Core Technologies

Speech to Text

Image Link

Extraction

Tradeoff Analytics

Concept Tagging

Image Tagging

Natural Language Classifier

Retrieve andRank

Author Extraction

Visual Recognition

Message Resonance

Language Detection

ToneAnalyzer

Question & Answer

Entity Extraction

ConceptExpansion

Sentiment Analysis

Personality Insights

Feed Detection

Face Detection Dialog Keyword

Extraction Taxonomy

Language Translation

Concept Insights

Text Extraction

Text to Speech

RelationshipExtraction

Case Evaluation

QA Qualification

Video Augmentation

Policy Identification

Knowledge Graph

Criteria Classification

Risk Stratification

Factoid Pipeline

Usage Insights

Easy Adaptation

Answer Generation

Decision Optimization

Knowledge Studio

Service

Fusion QA

Emotion Analysis

Knowledge Canvas

Statistical Dialogue

Decision Support

2016

Author ExtractionColloquialism ProcessingConcept ExpansionConvolutional Neural NetworksDeep LearningDialogEntity ExtractionEntity Resolution

Feature EngineeringFeature WeightingHtml AnalysisImage ProcessingInformation TheoryKeyword ExtractionLanguage IdentificationLanguage Modeling

Learn To RankLinguistic AnalysisLinguistic QueryMachine LearningMachine TranslationMessage ResonanceMulti-Dimensional ClusteringMultilingual Training

Natural Language ProcessingNeural NetworksOntology AnalysisPareto AnalysisPassage AnsweringPhoneme AggregationQuestion AnalysisRelationship Extraction

Rules ProcessingScalable SearchingSimilarity AnalyticsStatistical LanguageStatistical Language ParsingStatistical Language ProcessingSyllable Analysis

Text ExtractionTradeoff AnalysisVisual AnalysisVisual RenderingVisualizationVoice Synthesis And Customization

Source: Watson Qualitative IDIs, Watson Brand—Business Survey, July 2015

CognitiveAn ever-deepening understanding of you as an individual.

BusinessRetailBankingHealthcareUtilitiesSupply ChainPharmaEnergyEducationCarsBuildingsToysGridsClothesPacemakersAppliancesMarketing

UnderstandPersonalizeEngageOutperform

UnderstandPersonalizeEngageOutperform

OUTTHINK

Core Technologies

Source: Watson Qualitative IDIs, Watson Brand—Business Survey, July 2015

Speech to Text

Image Link

Extraction

Tradeoff Analytics

Concept Tagging

Image Tagging

Natural Language Classifier

Retrieve andRank

Author Extraction

Visual Recognition

Message Resonance

Language Detection

ToneAnalyzer

Question & Answer

Entity Extraction

ConceptExpansion

Sentiment Analysis

Personality Insights

Feed Detection

Face Detection Dialog Keyword

Extraction Taxonomy

Language Translation

Concept Insights

Text Extraction

Text to Speech

Relationship Extraction

Author ExtractionColloquialism ProcessingConcept ExpansionConvolutional Neural NetworksDeep LearningDialogEntity ExtractionEntity Resolution

Feature EngineeringFeature WeightingHtml AnalysisImage ProcessingInformation TheoryKeyword ExtractionLanguage IdentificationLanguage Modeling

Learn To RankLinguistic AnalysisLinguistic QueryMachine LearningMachine TranslationMessage ResonanceMulti-Dimensional ClusteringMultilingual Training

Natural Language ProcessingNeural NetworksOntology AnalysisPareto AnalysisPassage AnsweringPhoneme AggregationQuestion AnalysisRelationship Extraction

Rules ProcessingScalable SearchingSimilarity AnalyticsStatistical LanguageStatistical Language ParsingStatistical Language ProcessingSyllable Analysis

Text ExtractionTradeoff AnalysisVisual AnalysisVisual RenderingVisualizationVoice Synthesis And Customization

Core Technologies

Source: Watson Qualitative IDIs, Watson Brand—Business Survey, July 2015

Speech to Text

Image Link

Extraction

Tradeoff Analytics

Concept Tagging

Image Tagging

Natural Language Classifier

Retrieve andRank

Author Extraction

Visual Recognition

Message Resonance

Language Detection

ToneAnalyzer

Question & Answer

Entity Extraction

ConceptExpansion

Sentiment Analysis

Personality Insights

Feed Detection

Face Detection Dialog Keyword

Extraction Taxonomy

Language Translation

Concept Insights

Text Extraction

Text to Speech

Relationship Extraction

Author ExtractionColloquialism ProcessingConcept ExpansionConvolutional Neural NetworksDeep LearningDialogEntity ExtractionEntity Resolution

Feature EngineeringFeature WeightingHtml AnalysisImage ProcessingInformation TheoryKeyword ExtractionLanguage IdentificationLanguage Modeling

Learn To RankLinguistic AnalysisLinguistic QueryMachine LearningMachine TranslationMessage ResonanceMulti-Dimensional ClusteringMultilingual Training

Natural Language ProcessingNeural NetworksOntology AnalysisPareto AnalysisPassage AnsweringPhoneme AggregationQuestion AnalysisRelationship Extraction

Rules ProcessingScalable SearchingSimilarity AnalyticsStatistical LanguageStatistical Language ParsingStatistical Language ProcessingSyllable Analysis

Text ExtractionTradeoff AnalysisVisual AnalysisVisual RenderingVisualizationVoice Synthesis And Customization

Try it for free:ibmbenchmarklive.mybluemix.net

Core Technologies

Source: Watson Qualitative IDIs, Watson Brand—Business Survey, July 2015

Speech to Text

Image Link

Extraction

Tradeoff Analytics

Concept Tagging

Image Tagging

Natural Language Classifier

Retrieve andRank

Author Extraction

Visual Recognition

Message Resonance

Language Detection

ToneAnalyzer

Question & Answer

Entity Extraction

ConceptExpansion

Sentiment Analysis

Personality Insights

Feed Detection

Face Detection Dialog Keyword

Extraction Taxonomy

Language Translation

Concept Insights

Text Extraction

Text to Speech

Relationship Extraction

Author ExtractionColloquialism ProcessingConcept ExpansionConvolutional Neural NetworksDeep LearningDialogEntity ExtractionEntity Resolution

Feature EngineeringFeature WeightingHtml AnalysisImage ProcessingInformation TheoryKeyword ExtractionLanguage IdentificationLanguage Modeling

Learn To RankLinguistic AnalysisLinguistic QueryMachine LearningMachine TranslationMessage ResonanceMulti-Dimensional ClusteringMultilingual Training

Natural Language ProcessingNeural NetworksOntology AnalysisPareto AnalysisPassage AnsweringPhoneme AggregationQuestion AnalysisRelationship Extraction

Rules ProcessingScalable SearchingSimilarity AnalyticsStatistical LanguageStatistical Language ParsingStatistical Language ProcessingSyllable Analysis

Text ExtractionTradeoff AnalysisVisual AnalysisVisual RenderingVisualizationVoice Synthesis And Customization

Sander van der Blonk

http://www.cruxdigital.nl/future-proof-your-marketing-technology-stack/

You are unlikely to______Click on an adFollow on social mediaBuy healthy foods

You are likely to______Buy eco-friendlyReply on social media

Try it for free:https://watson-pi-demo.mybluemix.net

Core Technologies

Source: Watson Qualitative IDIs, Watson Brand—Business Survey, July 2015

Speech to Text

Image Link

Extraction

Tradeoff Analytics

Concept Tagging

Image Tagging

Natural Language Classifier

Retrieve andRank

Author Extraction

Visual Recognition

Message Resonance

Language Detection

ToneAnalyzer

Question & Answer

Entity Extraction

ConceptExpansion

Sentiment Analysis

Personality Insights

Feed Detection

Face Detection Dialog Keyword

Extraction Taxonomy

Language Translation

Concept Insights

Text Extraction

Text to Speech

Relationship Extraction

Author ExtractionColloquialism ProcessingConcept ExpansionConvolutional Neural NetworksDeep LearningDialogEntity ExtractionEntity Resolution

Feature EngineeringFeature WeightingHtml AnalysisImage ProcessingInformation TheoryKeyword ExtractionLanguage IdentificationLanguage Modeling

Learn To RankLinguistic AnalysisLinguistic QueryMachine LearningMachine TranslationMessage ResonanceMulti-Dimensional ClusteringMultilingual Training

Natural Language ProcessingNeural NetworksOntology AnalysisPareto AnalysisPassage AnsweringPhoneme AggregationQuestion AnalysisRelationship Extraction

Rules ProcessingScalable SearchingSimilarity AnalyticsStatistical LanguageStatistical Language ParsingStatistical Language ProcessingSyllable Analysis

Text ExtractionTradeoff AnalysisVisual AnalysisVisual RenderingVisualizationVoice Synthesis And Customization

TRY IT

https://tone-analyzer-demo.mybluemix.net

Core Technologies

Source: Watson Qualitative IDIs, Watson Brand—Business Survey, July 2015

Speech to Text

Image Link

Extraction

Tradeoff Analytics

Concept Tagging

Image Tagging

Natural Language Classifier

Retrieve andRank

Author Extraction

Visual Recognition

Message Resonance

Language Detection

ToneAnalyzer

Question & Answer

Entity Extraction

ConceptExpansion

Sentiment Analysis

Personality Insights

Feed Detection

Face Detection Dialog Keyword

Extraction Taxonomy

Language Translation

Concept Insights

Text Extraction

Text to Speech

Relationship Extraction

Author ExtractionColloquialism ProcessingConcept ExpansionConvolutional Neural NetworksDeep LearningDialogEntity ExtractionEntity Resolution

Feature EngineeringFeature WeightingHtml AnalysisImage ProcessingInformation TheoryKeyword ExtractionLanguage IdentificationLanguage Modeling

Learn To RankLinguistic AnalysisLinguistic QueryMachine LearningMachine TranslationMessage ResonanceMulti-Dimensional ClusteringMultilingual Training

Natural Language ProcessingNeural NetworksOntology AnalysisPareto AnalysisPassage AnsweringPhoneme AggregationQuestion AnalysisRelationship Extraction

Rules ProcessingScalable SearchingSimilarity AnalyticsStatistical LanguageStatistical Language ParsingStatistical Language ProcessingSyllable Analysis

Text ExtractionTradeoff AnalysisVisual AnalysisVisual RenderingVisualizationVoice Synthesis And Customization

40

TRY IT

connectidy.com

BETA:

Thenorthface.com/xps

Equals 3

47

IBM Institute for Business Value

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record.underarmour.com

Design MattersExperience MattersMoments MatterContext Matters

Design MattersExperience MattersMoments MatterContext Matters

53@ronaldvelten linkedin.com/in/ronaldvelten