Your Customers Are Transforming, Are you?

Part 2

Content Strategy

Content strategy is understanding what content is being used by people and using that insight to define the right language to use. From the understanding of the language being used, both the words and the structure, we can build ontologies and content models that identify the essential meaning. From there, we can generate taxonomies for experience design and search.

Once you have the right content and the right people, you need to decide who gets what content, when, where, how and why. This requires intelligence.

In today’s world this means more than human intelligence and smart planners. Intelligence or decision making, is the province of artificial intelligence, machine learning and deep learning.

Artificial Intelligence, Machine Learning and Deep Learning

Artificial intelligence is the use of technology to examine options and make decisions faster and smarter than human beings can do. Companies are beginning to embrace facial recognition or pattern recognition, the digital equivalent of finding needles in haystacks.

Machine Learning is taking those needles, or the patterns found, using the right algorithms, and predicting when and where you are likely to find the next needle. In machine learning, data scientists use inductive logic, clustering and Bayesian networks to achieve these goals.

Deep learning uses technology to recognize abstractions and implements the algorithms produced by machine learning.

For example, machine learning may discover that people who like cats are nice. But how can you recognize a cat? Is it furry? Does it have a tail, run on four legs? All those are definitely characteristics of a cat, but they are also the same for a rat. The difference among other things is the quality of “cuteness.”

Deep learning looks at all the variables and comes up with a “probability vector,” or educated guess. From that guess deep learning assigns a confidence level to its predictions. In this case, a cat has a much higher probability vector of being cute. In retail, this might mean that there is a higher probability that a customer will choose a touch screen PC over one without.

In customer experience, the higher the confidence you can place in your predictions, the greater the likelihood you will deliver a highly relevant customer experience and produce the outcome the business desires, whether that’s conversion, retention, cross- sell or up-sell. The touch screen being an up-sell example for a PC sale.

Multi-channel dynamic publishing and presentation

Once you’ve used all your “big data” and run it through your deep machine learning, it’s simply a matter of getting the right content to the right person at the right time. It all comes down to presenting the content based on individualized data profiles. A generation or so ago, you simply advertised on one of three broadcast TV channels, published in a major magazine or put up a billboard where you hoped the most number of people would see it. That was the golden age of mass advertising.

New channels being launched daily. Facebook and Twitter are still just teenagers. Pinterest and Instagram were both launched in this decade. And we’re still not sure about Siri or Alexa. One thing is certain. Consumers are using many different ways to engage with brands. In the U.S. the average person connects via eight different social apps. Smartphone penetration in Europe is 65%, in North America 64% and over 53% in China. There are an estimated 3.7 billion email accounts worldwide. Two hundred sixty- nine billion emails are sent every day. Multi-channel is not a thing of the future, it is our daily life.

Brand messaging cannot be limited to advertising and websites. Personalization is being demanded by consumers across every channel, on any device, regardless of platform. This is the challenge for publishing and presentation. It requires a sophisticated multi-dimensional solution that incorporates content management, digital asset management and dynamic publishing. They are different systems, but integrated together into a single content hub, these systems will provide the means for a brand to effectively connect with all customers when and wherever they are.

Consumers are way ahead. They expect personalization. While brands are still struggling to integrate the technologies. People expect their favorite brands to recognize them, know what interests them and provide them with a personalized experience that is relevant to them within the context of the moment. Brand loyalty is reward for an experience well delivered. But brands have to earn that loyalty every time they engage with the individual, every day.

Tahzoo understands this new dynamic between people and brands. It understands what it takes and how to deliver a great customer experience. We use the right combination of data, strategy, design and technology to make those experiences a reality. Our global customer base including Starbucks, Transamerica, Colgate, Boston Consulting Group, Jaguar Land Rover and Sodexo benefits every day from our insight.

Our client’s customers get what they want, and the brand gets what it needs. This fair exchange of value is what Tahzoo is all about.