This session was presented at the LOCALOGY ENGAGE 19 event in Washington, D.C., June 3-4, 2019.

1. Ai’s
Impact on the B2B
Customer Journey
Proprietary & Confidential. verve.ai Inc.
®
Dalia Asterbadi

2. An organization’s ability
to learn and translate
that learning into action
rapidly is the ultimate
competitive advantage”
Jack Welch

3. The Way People Buy & Their
Loyalty Had A Lot To Do With
The History Of Business
Economics

4. Voice Of Customer
was At Core Of Our
Business Process

5. 100

6. Prospecting
Qualifying
Nurturing
Closing
Managing
Scale
Visibility
KPI’s
Metrics
Gating
Automaton
Scoring
Content

8. Your
Customer
is the
NEW
CEO
INFORMED
INTENT
INTERESTS
INTUITION
INFER
INBOUND
…

9. Your customer is informed.
Your customer lives in an experience economy.
Stuff happens everyday.
Business needs to adapt.

10. KNOWN UNKNOWN
Social response
• Liked on FB
• Tweets about
experience
• Posts on SC or IG
See digital ad
• Impressions and clicks
• Publisher site
• Campaign
Search
• Search words
• Referring URL
• Site Activity
Social Activity
• Who they’re following
• # of followers
• Likes
• Micro moments
Personal information
• Name, Address (Geo)
• Email Address
• Social handles
Social Insights
> Brands followers
> Geo Location
> Trends
> Demographics
See TV Ad
• Impressions
• Show
• Campaign
Decision-Making
The Impact
Opportunity Spotting
Removing Blind Spots

11. Nurturing
Closing
Value Creation
Absolute Dynamic
Process – Driven
Metrics
Closing
Turning Data into Wisdom
Behavior – Driven
Metrics
WOO Event
Sales Gates
Relationship
Equity
Scoring +
Consider email open rate into
email success rate

12. Meet FBID
410483897077279
410483897… just liked your post on
Facebook and the only information you
know about 410483897… is that he just
liked your post on Facebook.
Do you know what to do next?
Don’t just Count Things.

13. His name is John
He liked this post
and he is new to
the community
John is a foodie,
Especially with
Thai and Indian
food.
He is a
designer and
connects with
UX people.
Would you feel confident to make your
next move?
Could you :
1. Align John to his journey position?
2. Identify value creation moments to
meet his goals?
3. Optimize in real-time across your
organization?
Removing Blind Spots empowers
authenticity & moments related to
bsuiness outcomes.
John was a
customer over
3 years ago.
No assigned
rep.
We first
engaged with
John 2 years
ago
He just
responded to
Stephen King
promotion
from Amazon

14. Value CreationSales Gates Relationship Equity
AI can help with WOO (window of opportunity)

15. A.I is only as good as your
business health
KPI Evaluation:
Sales Engagement
Response time
Application Completeness
Persona/Target
Competitive Takeout
Why Blind Spots Matter
Leads Opportunities Closed
metrics indicate fail is here
Use Case | Journey Process + Sales Success

16. purpose
Building a relationship goes
beyond formally known
‘touchpoints’
To keep the attention of your customer
understand your customer’s true
identity
PLUS
Solve attribution problems from
complex data solutions
In a timely manner
Your Journey to the power of n
Discovery
WOO
Brand CUSTOMER
EXPERIENCE
Augmented Intelligence
Customer-Driven
Journey Model
AudiencePersona

17. purpose
Identifying the Behavior &
Playbook Activation
BUYINGLIFECYCLEBYCUSTOMERSTAGE
Reducing the average time to purchase with augmented
intelligence targeted media and build awareness and loyalty in the
customer lifecycle
Customer Stage – Buying Behaviors
• New Customer – Looking for education on their purchase and validation from the brand to make the right decision
• Swing Buyer – Trial moments, reacting to peers, they make room for desire through unique content and seeking an emotional high purchase
• Loyal Buyer – Amplifying Intent and strive to be first in trial and share their experiences with others
Use Case | Buying Behavior + Market Insights

18. purpose
Do you know your customer?
Use Case | Optimizing Sales & Marketing Effort

19. purpose
Find the data you need
Use Case | Marketing Campaign Effectiveness
Demographics
Age
Cultural Ethnicity
Gender
Location
Language
Job
Role Expertise
Current Status
Engagement
Inactive/Active
Customer Since
Log periods
Recent activity
NPS
Segment
Persona
Recent Actions
Life Events
Personal
Work
Company Performance
New/Shuffle
Network trends
Topics of Interest
Personal Amplification
Digital Breadcrumbs
socialDNATM
Trending Topics
Brand Affinity
Content Relevance
New Networks
Social footprint
Recent Locations
Presence & Persona
Engagement Score
Personalization at Scale
Requires Hyper Segmentation &
Awareness

20. Tapping into the Tech
Demographics
Gender, Region, FanRankTM
Sentiment & Content Relevance
Reactions & impact on your brand - Negative, Neutral & Positive
Topic Analysis
Automatic classification of related topics
including company news, StockRankTM
Links & Embedded Social Data
Analyze URLs shared or commented on specific criteria
Engagement Valuation
Engagement levels are reviewed to determine opportunities
Text Analysis
Privacy-safe aggregate analysis of text
Persona Classification
Qualitative attributes like presence, Intent, behavior & affinity
Digital Asset Reference
Quantify digital assets to prioritize pattern discovery
Beyond regression….

21. Brand Equity & Valuation
Breaking Down Journey with AI
BRAND • PRODUCT MEDIA • ACQUISITION MARKETING • Social SALES VELOCITY
Content & Media Analysis Segmentation & Personalization Prospecting & Opportunity
Management
Authentic Word of Mouth
Brand Reputation
Brand Governance
Overall Community Development
Audience Segment Verification
Content Discovery & Strategy
Persona Creation
Media Engagement
Targeting
Industry Benchmarking
Brand Affinity
Segments &campaign
optimization
Influencer Discovery
Data Enrichment
Sales Signals
Risk Management/Competitive
Intelligence

22. Identifying AI Investment Effectiveness
• Velocity of Metric Accessibility
• Uncovering meta-level characteristics to segments
• Increased Decision Making
• Improved Accuracy & Optimization
• Removing Bias (Journey-Exit)
• Dramatically changing KPI of value

23. What is the ultimate
experience I am
delivering?
What passion points &
exposure created
engagement of the
experience?
How is motivation harnessed
in my organizations sales and
marketing process?
Operations
Brand Creation
Data Modeling
Why are we developing
these programs? How
does my talent
represent this?
How to I Adapt without
shifting? Do I create
value at every stage of
the experience?
Questions Your Business Should Answer

24. Dalia Asterbadi
@D_Asterra

25. An ad agency wanted to improve social engagement
and presence for a snack brand around sporting
events. With topic data they found that many of the
assumptions around audiences and engagement
were incorrect:
๏ Assumed 18 to 24 year old men. It actually turned out
35 - 66 year old women were engaging.
๏ Expected pre-game excitement to peak just before
game time. It really peaked almost 6 hours earlier.
๏ Thought most games were watched with friends.
Turns out most are watched with families.
Longitudinal study would allow these assumptions
to be tested for a variety of sporting and non-
sporting events and also surface previously
unsuspected brand connections.
Recommended Actions
๏ Use accurate knowledge of audience engagement to create more relevant messaging and campaigns.
๏ Target messages to audiences with better timing, to match true engagement patterns prior to game.
18-24
MALE
35-66
FEMALE
ASSUMPTIONS Vs. DATA
FRIENDS FAMILY
Challenging your assumptions

26. An ad tech company wanted to improve performance
for a campaign on Facebook for a national music
festival. Topic data identified audiences that were more
and less likely to engage with content and help target
promotion:
๏ Identified that Women 25-34 from Kentucky, Indiana,
Michigan & other states over-indexed in music genre
engagement.
๏ Identified that Men 18-24 from California under-
indexed in the music genre engagement.
๏ Identified a range of related interests, websites,
retailers and broadcasters that could be used for
targeting.
This campaign had been nine months in the planning
before topic data was brought in. If topic data had been
available all the way through that process, then content
could have been tailored better throughout.
Recommended Actions
๏ Diverted spend from under-indexing to over-indexing demographic groups improving engagement rates and driving a 17% increase
in video completion rates.
๏ Identified artists and potential co-marketing partners to inform future campaigns and tailor content.
CALIFORNIA
18-24
KENTUCKY
35-44
AVERAGE ENGAGEMENT
Driving engagement on content

27. A TV show producer needed to make more informed
decisions around advertising and social content, as
well as casting decisions for future seasons.
Based on topic data producers were able to better target
content and inform casting decisions:
๏ Identified the characters gaining the most
engagement on Facebook and then identified
variations by gender, age and state.
๏ Identified the scenes & storylines that drove most
engagement over the season.
๏ Identified potential actors for an upcoming season
that resonated with their core target demographic.
Using topic data throughout the life-cycle of a season
would not only inform the current season, but also
subsequent seasons and other shows.
Recommended Actions
๏ Tailor sponsored updates to feature an image of the most engaging character for each demographic group.
๏ Casting was also able to evaluate new actors that already resonate most with the TV show’s core demographics.
SCENE A SCENE B SCENE C SCENE D
Developing your product

28. #Customer Experience

29. Developing trusted insights.
Always make best effort at every stage of journey
to answer the elements that remove blindspots.
WHO
WHAT
WHERE
WHEN
HOW
WHY
Verifying Audience Targets.
Based on our content, what key personas are
there. What detailed socialDNA attributes
can be then re-targeted in media.
Optimize Distribution based on key
channels that impact brand.
nfluencers real affinity and the
identity of those engaged.
The impact of amplified content

30. What do you see?

31. The Data Evolution & Data Science
Proprietary and Confidential
Applied Value
Unapplied Value