PRESENTERS Solving Today’s Search Experience...Tech-Talk Webinar PRESENTERS Mike Gualtieri VP and...
Transcript of PRESENTERS Solving Today’s Search Experience...Tech-Talk Webinar PRESENTERS Mike Gualtieri VP and...
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© 2020 eMarketer Inc.
Solving Today’s Search Experience Complexities
Sarah AssousChief Marketing OfficerZoovu
Marissa CoslovVP of Business DevelopmenteMarketer
Sponsored content presented by
MODERATOR
February 26, 2020Tech-Talk Webinar
PRESENTERS
Mike GualtieriVP and Principal AnalystForrester
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AI Conversational Search
Featuring
Mike Gualtieri, Guest Speaker
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Conversational Search For Personalized Digital Commerce Experiences
Mike Gualtieri, VP & Principal AnalystFebruary 2020 – Zoovu Webinar
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#Priority
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For you For all For segments For you
Demographic Relationships
Real-Time, Digital Relationships
Personal Relationships
Mass Relationships
Buy
er E
xper
ienc
e
1800 1900 1950 2000 2020
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Personalized digital experiences are hard to scale for most digital commerce businesses…
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…but, it is standard course for Internet giants.
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#Commerce
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Retailers spend billions on ads to drive shoppers to digital commerce experiences.
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Shoppers find your digital commerce site…
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…only to be frustrated.
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#Search
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14© 2016 Forrester Research, Inc. Reproduction Prohibited
Cognitive search
Keyword search has evolved to what Forrester calls “Cognitive Search”
Sci-fi
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Cognitive search is AI-powered search.
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Cognitive search uses AI to understand product descriptions, specifications, and images.
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Engage in digital conversation about that specific customer’s journey right now.
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Find relevant product content that leads to conversion right now?
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Determine if you should you make an offer or offer a gentle nudge right now?
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#Conversation
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Q AConversational search provides answers rather
than raise more questions, and….
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…that keeps shoppers focused on the buying journey of their choosing.
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Search
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Consider these six factors in choosing a cognitive search platform for digital
commerce.
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1. Integrations
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Conversational search technology must be seamlessly integrated with leading digital
commerce and content platforms.
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Pre-built applications and/or solution accelerators can make cognitive search
applications quick.
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Infuse it to use it.
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2. Information
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Garbage In = Garbage Out
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Retailers have dozens of sources of valuable content, catalog and other commerce data.
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© 2013 Forrester Research, Inc. Reproduction Prohibited 32
Organizations’ data is super rich - needed for successful, pervasive machine learning› Customer transaction data
› Point-of-sale data
› Customer and supplier contract data
› Inventory data
› Supply chain data
› Product/service data
› ERP and manufacturing data
› Supplier transactions
› R&D data
› Sales and CRM data
› Marketing/advertising data
› Human resources data
› Finance/accounting data
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Data is the raw fuel of cognitive search.01
0011
0011
0110
0100
1100
1101
10
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Algorithms get the press, but data leads
to success.
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Choose a search solution with pre-built data/content connectors and includes and
SDK to create custom connectors.
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3. Intelligence
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Cognitive search is AI-powered search.
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The first step in finding personalized information is to understand the user’s intent
and context?
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To offer relevant information, cognitive search must find a needle in a haystack every time a
person initiates a query.
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Search queries should support multiple query modes to explore list of results and answer
singular questions in a conversational interfaces.
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Cognitive search leverages every user interaction to automatically tune relevancy.
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If you want relevance you need intelligence.
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Choose a search solution that maximizes AI for intent, relevancy, query mode, and tuning.
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4. Operations
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Cognitive search solutions are like us; they sometimes need help.
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Usage analytics lets you measure the success of cognitive search.
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Tuning tools let you boost and bury search results to improve relevancy
manually.
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Tune with tools to rule.
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Choose a search solution that provides usage analytics and tuning tools.
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5. Architecture
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If search goes down, business goes down.
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Applications and data exists everywhere – on-premise, cloud, and edge.
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Search must scale to handle an increasing number of data, content, and customers.
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It ain’t fun, if it don’t run.
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Choose a search solution that employs scalable, high-availability, and cloud
design maxims.
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Search
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Retailers spend billions on ads to drive shoppers to digital commerce experiences.
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Digital retailers must maximize conversations to stay competitive.
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Use search to power shopper conversations to…
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…enjoy more conversions and more wallet share.
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FORRESTER.COM
Thank you© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Mike [email protected]
Cognitive sea
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AI Conversational Search
3 key challenges faced by consumers today…
FOBOOverabundance of choice
Lack of product knowledge & support
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AI Conversational Search
Conversational search is the only
solution enabling brands to meet
the changing needs and
expectations of today’s shoppers.
shopper at first interaction
because of a superior search
experience
to buy them with
personalized recommendations
them with a guided
experience
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Structured conversations that lead to
In-store assistant knows which questions to ask to guide
shoppers to the right product for their unique needs / usage
Simplify decision making with AI driven questions to guide shoppers to the perfect
product that fits their individual needs / usage
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AI Conversational Search
Texture
Hair Type
Use of heat tools
Desired outcome from styling
Outdoor exposure
Shampoo, Conditioner & Mask Recommendations based on
Level of physical activity
AgeEngagementRate
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AI Conversational Search
+
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2500Retailers
live
100M+Customersserved in
2019
211%Increasein CVR
47%AOV uplift
25-30xROI in up to
12 weeks
4xQualified
Leads
Scientifically Validated and Statistically Reliable
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Remember
▪ Listen to your customer
▪ Be smart with your questions
▪ Be helpful and valuable
▪ Be accessible
![Page 69: PRESENTERS Solving Today’s Search Experience...Tech-Talk Webinar PRESENTERS Mike Gualtieri VP and Principal Analyst Forrester. AI Conversational Search Featuring Mike Gualtieri,](https://reader034.fdocuments.net/reader034/viewer/2022042221/5ec797ba208e391bcc4e3a98/html5/thumbnails/69.jpg)
www.zoovu.com
AI Conversational Search
If they can’t find it, they can’t buy it
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© 2020 eMarketer Inc.
Solving Today’s Search Experience ComplexitiesPlease submit any questions you have and we’ll do our best to address them! All registrants will be receiving a follow-up email with a link to view the on-demand materials.
➢You can register for upcoming Tech-Talk and Meet the Analyst Webinars at: emarketer.com/webinars
➢Be sure to also check out eMarketer’s “Behind the Numbers” podcast for daily, freewheeling conversations about the ways digital is transforming media, marketing, business and even life. Tune in at: emarketer.com/podcast
Sarah AssousChief Marketing OfficerZoovu
Marissa CoslovVP of Business DevelopmenteMarketer
Sponsored content presented by
MODERATOR
February 26, 2020Tech-Talk Webinar
Q&A Session
PRESENTERS
Mike GualtieriVP and Principal AnalystForrester