La inteligencia Artificial está transformando el marketing digital – Gravity4 Spain

 

Gravity4 Spain
por Javier Murillo (Regional Director, Gravity4 Spain    (Gravity4 Mona Lisa)

 

La Inteligencia Artificial (AI, en inglés) promete cambiar nuestras vidas en multitud de formas, desde vehículos que se conducen de forma autónoma, hasta diagnosticar enfermedades mucho antes de que los médicos las detecten. Dado que todo el mundo habla de ella en la actualidad, podríamos pensar que se trata de un descubrimiento reciente. No obstante las técnicas sobre las que esta se ha ido desarrollando, se iniciaron allá por el verano de 1950 en el Darmouth College, durante un proyecto de investigación.

La inteligencia artificial es una rama de la informática que busca desarrollar máquinas inteligentes. Se ha convertido en parte fundamental de la industria tecnológica actual. Esta semana hemos tenido el orgullo de presentar el proyecto Mona Lisa, el asistente digital de inteligencia artificial (AI), para potenciar acciones de marketing digital en 19 países. Mona Lisa, por supuesto, obtiene los datos para trabajar desde el potente marketing cloud de Big Data de Gravity4

Liderando la innovación

Gravity4 Mona Lisa
Gravity4 Spain AI

En Gravity4 evolucionamos constantemente nuestra estrategia de producto para adaptarnos al siempre-cambiante landscape digital. Las principales disrupciones, desde el social media a las aplicaciones de mensajería instantánea, han cambiado la forma en la que nos comunicamos y “conversamos” con nuestras audiencias objetivo. El viejo método “copia/pega en Excel” de análisis de datos ya no es eficiente. Ya que la tecnología ha logrado increíbles avances en los procesadores (CPUs/GPUs) (GPU),ahora disponemos de potencia computacional suficiente para analizar cantidades ingentes de datos (Big Data) y personalizar el mensaje publicitario hasta cotas inimaginables hace unos años. Con este fin, en Gravity4 hemos estado desarrollando el “Machine Learning” (nuestro asistente, Mona Lisa) durante todo el año pasado bajo una beta cerrada.

En definitiva, desarrollamos algoritmos de marketing digital para aplicar métodos estadísticos a los datos que nos permiten conocer qué marca y/o producto quiere cada consumidor, cuando lo quiere, dónde lo busca, dónde lo compra, desde qué dispositivo, en relación con qué otros productos y/o contenidos, qué trigger concreto es el que le hace tomar la decisión de compra,… El objetivo último es conseguir la creación de marca y la involucración del consumidor, sin que sea necesaria la constante optimización manual que realiza una agencia de medios.

Usando el machine learning establecemos qué contenido es el que más probablemente logre traer de vuelta al sitio web a nuestro cliente, basándonos en un modelo predictivo. En nuestra beta cerrada también estamos usando este modelo predictivo para reducir el llamado “churn rate” (clientes perdidos)

Gravity4
Gravity4 Mona Lisa

Con los petabytes de datos generados, la inteligencia artificial Mona Lisa está aprendiendo a formular análisis predictivos altamente precisos, que son usados para predecir comportamientos del consumidor, tendencias de compra, e incluso si aparecen patrones de abandono de marca en la audiencia de nuestros clientes.

En función de estas conclusiones (obtenidas en milisegundos), es posible impactar a estas audiencias con el mensaje más apropiado para reactivarlos y evitar perderlos.

Nuestra plataforma de gestión mediante Machine Learning (Mona Lisa) (tecnología propia de inteligencia artificial) ayuda a las marcas a predecir qué canales lograrán los mejores resultados en un modelo de inversión programática. Proporciona una valiosa guía sobre qué canales utilizar, cuáles evitar, y en cuales acelerar la inversión. Multiplica exponencialmente la activación de nuestras audiencias al retroalimentarse y potenciarse con su propia actividad.

Otros avances en marketing gracias al Machine Learning

Algunos de los caminos en los que el machine learning puede revolucionar el marketing digital son:  

  1. Interacción con la marca: La publicidad programática puede usar modelos de propensión generados por algoritmos de machine learning para mejorar la precisión en el matching de anuncios con nuestras audiencias las relevantes.
  2. Protección de la marca: Se ha demostrado que los anuncios colocados de forma programática en el search network aparecían en sitios web no seguros, o en sitios con contenido “problemático”  La tecnología de inteligencia artificial puede ayudar detectando ese contenido y excluyendo esos sitios de nuestra programación.

Validación de leads: El machine learning se puede aplicar a la cualificación de leads basándose en criterios predeterminados. Los equipos comerciales pueden de hecho crear una gradación en dichas cualificaciones y concluir si es conveniente la inversión o no. Esto es especialmente relevante en negocios B2B con procesos de venta consultiva, donde cada venta implica una considerable inversión de tiempo y dinero. Limitando la campaña a los leads más cualificados, se ahorra tiempo y se maximiza el retorno. El conocimiento adquirido sobre la propensión a la compra de estos leads también puede usarse para enfocar las ofertas y descuentos allí donde son más efectivos.

(Post contributed by Javier Murillo – Regional Director, Gravity4 Spain)

 

 

Samatha
I love my job and am delighted to be part of Global Gravity4's product marketing team. I am one part math & one part marketing geek - woohoo!!!. Big Data & Machine Learning is my game! Bring "it" on! I focus on the global communication efforts for our cutting edge marketing cloud platform and delighting our global brand customers.Regardless of a big global team, our aspirations revolve around one word: #BeLimitless
How Gurbaksh Singh Chahal builds a team

Build a Successful Team Like Gurbaksh Singh Chahal

There are two ways of doing business: you can create a company where everyone follows the leader and says nothing out of line, or you can build a team with unique viewpoints who want their voices to be heard. When Gurbaksh Singh Chahal built his companies, he chose the latter. At Gravity4, he has adopted the same strategy and it has proved to be once again a success.

When starting a business, you need people you can trust. Chahal relied on his siblings, and still does, and they helped get his company off the ground. But when a business gets to the point where it needs to expand, and you are considering who to hire, you have to decide how you want to lead, and how you want your team to follow.

You can’t be a leader without any followers

Whether you’re leading a team of 3 or 300, there are some principles that don’t change. Gurbaksh Singh Chahal says the first thing to look for when building a team is people who share the same passion as you. If people don’t have the same drive, or aren’t looking for the same success, you won’t get the results you want. When you work with a team that wants the same results, they are more driven and more motivated to work with you to accomplish those goals. Chahal says that if you truly want to be successful, “let passion be your paycheck.”

Another element of choosing who have the same passion as you is choosing people who see the world differently from you. A problem has never been solved through one point of view. A glass of water is never half full to everyone, or half empty to everyone. There will always be differing opinions, and they all need to be heard, because chances are, one idea or a combination of ideas will lead to your company’s next big break.

How Gurbaksh Singh Chahal builds a team

Besides a shared passion, a willingness to listen on everyone’s part is key to the success of the group or the organization. If voices are not being heard, the team becomes disjointed instead of working as a cohesive unit. If one part of the team does not know what the other part is doing, they’ll find it very hard to stay together, and reach their goal.

If you have people with passion, and a willingness to listen, the hardest thing to find, especially with people you don’t already know, is trust. Gurbaksh Singh Chahal found that initially with his siblings, but for larger companies, it’s impossible to stay alive without some outside help.

For this, the best tool is your gut. Your gut feeling is right probably more than you think it is, especially when it comes to having to make quick judgments about whether a person would be an asset. You’re always taking a risk, no matter who you hire, whether you or know them or not, but chances are if the person understands what you want to accomplish, and agrees with the direction the company is headed, chances are they will be on board to help with whatever is necessary.

From Building to Leading

Your job as team leader does not end once you gather the people together. You cannot put an assignment in front of them without any guidance, and you also can’t expect them to maintain any momentum for a project when the team leader doesn’t seem to care too much about it.

That’s the beauty about following your passion. Whether you are a team leader or a team member, if you are doing what you love, you are going to want to be involved in what’s going on, from brainstorming new ideas or putting the finishing touches on the final product. Having the whole team work together collectively is an imperative for a business to succeed.

Another part of being a good leader that Gurbaksh Singh Chahal believes in is an open-door policy. Any of his employees can come and talk to him regarding any issues that have arisen at work. This policy works well for corporate managers, especially team leaders, because it is so easy for people to be overshadowed or spoken over that good ideas can be missed. Listening isn’t just important for the people who join the team; it’s important for the team leader, as well.

No team should ever be made up of people who agree with each other 100% of the time. That’s not a team; a team brings together different voices and different strengths to create a better final project. For a leader to surround themselves with only people who completely agree with them is an ineffective tactic that will prevent a company from growing and seeing success.

The future of your business relies on the strength of your team. The best teams are the ones that work together to solve problems, rely on each other’s skills, and are open to speak to each other about different directions. Only then will a team start to see the positive results they are striving for.

The teams here at Gravity4 are proud of their accomplishments, and the steps they have taken to make advances in advertising technology. And they are proud to share them today, with companies around the world.

Gravity4

Rise of the Chatbots: Future of Conversations

Mona Lisa - Gravity4
Mona Lisa – AI powered Chatbots

Post Contributed by: Gravity4 Product Manager – Kotryna G. (Pronounced Kat-rina)

If you consider every click, swipe or tap, the average American touches their smartphone over 2,600 times a day. The total time spent on them is over four hours daily in 2017 and currently, the primary means for interacting with our digital devices is through the graphical user interface, which has been a staple of personal computing for decades. But that’s about to change with the coming rise of chatbots, which offer an even easier way to interface with technology-through language itself.  

The convenience, increased affordability and availability of smartphones has led to a huge increase in the number of apps that can assist in some way with the tasks and data we need every day. But as chatbots become more sophisticated, we will no longer need to interact with apps, or even a device, directly. It can all be accessed through verbal commands. Several companies are already finding huge success with chatbots.

Mona Lisa

Super-Bots

Currently, the most visible example is Amazon’s Alexa, which works with their Echo speakers. The capabilities of Alexa are impressive. She can respond to voice commands by allowing the user to control all connected devices without using an intermediary device, such as a phone. This is especially useful when Alexa is connected to all smart devices in a home. When integrated properly, this chatbot can adjust temperatures, light settings, play music, answer questions and even order food, among other things.

Aside from Alexa, many other companies are launching their own chatbot versions, some of which function like Alexa, in that they are basically a virtual assistant. Other examples of chatbots that are high-ranking in the sophistication of their artificial intelligence are Siri and Cortana. All of these have been recognized for their ability to mimic human conversation, and most are considered super bots, in that they can perform multiple functions.

Specialized chatbots that focus on specific purposes are also growing in popularity. There are currently task-specific chatbots that tackle a wide variety of needs, including weather information, travel updates, restaurant and entertainment information, and health-related information, and it is likely we will see a growth in the popularity of these types of chatbots in the coming years.

AI powered Chatbots
Mona Lisa – Artificial Intelligence Powered Chatbots

Gravity4 Chatbots

We released our own Pixels Asia chatbots, powered by Gravity4 AI, as custom build products for the brand ecommerce and health websites as the first respondent for customer service. These bots are emerging among the small businesses as well and no longer just used in the tech companies and large corporations.

At Gravity4, we are constructing AI powered bots that will serve as digital assistants with online ordering and payment, customer service for answering questions and completing basic customer interaction functions, advertising purposes such promoting sales and raising visibility, and even providing valuable analytics from the data they collect.

Being present across the 20+ countries, we have noticed a global emerging trend with the use for personal assistant chatbots across the business world. You may already be using some of these bots to schedule meetings, book travel and even order dinner. These AI powered chatbots are starting to simplify our life and decrease operational costs for many business owners. They also offer additional ways to interact with the company, which is a benefit for the customers.

Chatbot Best Practices

Audience: Before launching new bot experiences, brands should determine their target audiences. This requires full scope research on reach and carefully defining the bot’s precise vertical in terms of content and commerce of service. This exercise will enable brand’s development team to come up with effective criteria for their bot to operate in.

Selection: It is always good idea to focus on one particular service or product. After the initial learning, the knowledge base of the chatbot can be expanded slowly by feeding it with more relevant or important data over time.

UI: To ensure a better user experience, a chatbot should have a good user interface. Data analysis components should be seamless and the main should be to maintain two-way conversations with different audiences on a real time basis.

 

Kotryna
My name is Kotryna (pronounced: Kat-rina). My focused responsibilities include management of the programmatic platform, DMP, Machine Learning developments and to oversee the Ad Operations for the EU offices. I also contribute to the product strategy, manage product roadmap and coordinate efforts to drive our overall revenue for the AI marketing cloud, Mona Lisa.

Gurbaksh Singh Chahal: Empower the Young Minds of Today To Face the Future Bravely

We live in an age of unprecedented progress that encompasses every aspect of our lives. We are surrounded by things and technologies that were unthinkable mere decades or even just years ago.

Right now, we are facing a major breakthrough in Artificial Intelligence and Machine Learning. Gravity4, a marketing cloud company founded by Gurbaksh Singh Chahal, is testing Deep Learning within a controlled domain in order to refine the predictability of a consumer’s potential purchase.

Machine learning helps enhance predictive modeling that has limitless number of applications. This is one of the most fascinating and promising fields of study, and its further development depends on you Human beings with natural hunger for knowledge and insatiable passion for innovation, says Gurbaksh Singh Chahal.

Being Human Means Being Creative

Progress is driven by innovation. New ideas, new methods and technologies that appear every day expand our knowledge and understanding of everything around us. The more we learn, the more hungry we are for what yet remains to be discovered. Human curiosity and creativity, the most characteristic traits of human beings, inspire and spur each other enabling further progress of our species.

We’ve come to realize that creativity is a unique activity that cannot be delegated to machines. Our progress in AI is remarkable, but so far it cannot replace humans in their most human function: being curious, asking questions, creating and inventing new ideas.

Here at Gravity4, we are exploring our knowledge of AI and Deep Learning to better understand the ad technology platforms. We are certain that very soon, much sooner than you can imagine, revolution of AI will enable us to operate smart cars in smart cities and help us make calculated predictions in all areas of life, be it science, nature, economy, or social interactions.

Sounds like Skynet? Maybe, for the faint of heart who lack creative thinking and underestimate the power of innovation driven by human curiosity. AI should not instill fear; it must facilitate change in our education system, as we need more specialists capable of exploring the abilities of AI and further development of Deep Learning.

Empower The Young Minds of Today, Urges Gurbaksh Singh Chahal

Fear mongering is a dead-end strategy, says Gurbaksh. Never in the course of human history it was successful. Technophobes can impede progress, but there’s no way to stop it.

At all times there were people who were reluctant to welcome change and refused to step out of their comfort zone. However, nothing can extinguish the passion for learning and exploring new horizons.

The future begins now. It is vital that our youth lead the effort to expand our knowledge of AI and Deep Learning. This means changing our school curricula to prepare younger generation for this brand new world that awaits them.

Remember, our progress as a society is not limited to material world: we’ve made a huge leap forward in terms of providing equal opportunity for all. We need to walk further along this road to ensure that more people of all color and creed are engaged in education.

It’s time to learn that wasting human capital is a crime against humanity. These days progress is not forged in labs; it is created in classrooms all over the globe. Every child in every country of the world should be given a chance to nurture his curiosity, the most human trait of all.

Self-driving cars, 3D-printing, DNA repair treatmentsm and many other futuristic technologies are already here and they are not going away. Unfortunately, our current education practices are lagging behind. We need to invest a lot of time and effort to change the situation by bringing passionate teachers and newest technologies to the classroom.

We need future scientists, data analysts, programmers and specialists in every field of human knowledge. We need to find new ways to motivate our youth and prepare them for the great future that awaits them.

It’s not the advance in science that will bring about the Skynet the technophobes are so afraid of; on the contrary, it’s the lack thereof.

Samatha
I love my job and am delighted to be part of Global Gravity4's product marketing team. I am one part math & one part marketing geek - woohoo!!!. Big Data & Machine Learning is my game! Bring "it" on! I focus on the global communication efforts for our cutting edge marketing cloud platform and delighting our global brand customers.Regardless of a big global team, our aspirations revolve around one word: #BeLimitless

Gravity4 Asia Launches AI Powered Chatbots

Press Release: Gravity4 Asia is the leading multi-screen advertising technology company, which announced it has officially launched its AI powered ChatBot service. Company’s product officially went live with its first few clients last week.

Gravity4’s Chatbot is an automated service, powered by machine learning and rules that enable online interactions among consumers and brands through a messaging interface, requiring no download of any application. Company announced its release being readily available on digital platforms (Facebook Messenger, Skype, SMS and Web). Service is a seamless user experience, connecting customers to brands, products and services. Several tier 1 brands went live with this service last week. The product has been developed by Gravity4’s Asia team and been made available to all its advertisers as a custom development program. Furthermore, the product provides deep analytics for brands to understand their audience engagement at a glance and get deeper insights into conversation metrics. This additional insights, real-time, enables brands to understand what’s on their customer’s minds, anticipate brand challenges that they may arise on a one to one basis and respond accordingly.

#MonaLisa Mobile Audience
Gravity4 Asia: Mobile Reach

Gravity4 Asia – Chatbots AI

“Gravity4 Asia/Pixels (previous DoubleClick Asia) has been market leader in Hong Kong, within the digital & mobile sector. Its strong position in the mobile sector seamlessly positioned the team for a successful launch of intelligently powered chatbot to enable brands to harness the power of mobile into the next stage beyond advertising and into customer care,” said CEO/Founder of Gravity4, Gurbaksh Chahal.

Furthermore, company announced it’s AI Team has been working with select brands to leverage AI and machine learning capabilities, to understand deeper the consumers’ habits, behavior and context of their conversation. This will feedback back into it’s Mona Lisa AI marketing cloud, to provide brands and consumers with timely and relevant offers.

“AI, chatbots and VR are the three hottest topics in digital marketing this year and we’re pleased to bring to market one of the 3 top emerging global trends with the launch of Pixels’ ChatBot to advertisers in Asia. With ChatBot, advertisers can now effectively integrate their current promotional messages to consumers on messaging apps already commonly used by consumers”, said Kevin Huang, CEO of Pixels/Gravity4 Asia.

The market for chatbots globally is growing exponentially and according to Transparency Market Research, the market for chatbots are forecasted to be worth US$995 million by 2024 as companies invest into them as a business transformation tool as well as automation of a variety of business and marketing functions. Chatbots are now commonly used in customer service centers but increasingly marketers and brands are adopting and integrating them into their marketing campaign, specifically with their mobile based promotion where integrating chat is seamless and un-intrusive for consumers.

Samatha
I love my job and am delighted to be part of Global Gravity4's product marketing team. I am one part math & one part marketing geek - woohoo!!!. Big Data & Machine Learning is my game! Bring "it" on! I focus on the global communication efforts for our cutting edge marketing cloud platform and delighting our global brand customers.Regardless of a big global team, our aspirations revolve around one word: #BeLimitless