Spark 2017: Content + AI: Creating Personalized Experiences for Your Audience by Patricia Travaline

1. Content and AI: Creating Personalized
Experiences for Your Audience
Tricia Travaline, CMO, Skyword

2. 2

3. Rb = (Tv)
3
(Te)
@travwin

4. 4

5. To do this is a really nice idea, but it’s hard.
5@travwin

6. 6

7. Personas don’t buy our products and services,
people do.
7@travwin

8. 74% of online consumers get frustrated
with websites when content appears
that has nothing to do with their interests.
8
Source: Janrain and Harris Interactive
@travwin

9. 60% of marketers struggle to personalize content
in real time, yet
77% believe real-time personalization is crucial.
9
Source: Neolane & DMA
@travwin

10. Engaged Users
Increased Time on Site
Higher Conversion Rate
10@travwin

11. 11
of marketing
@travwin

12. To personalize experiences in real-time and at scale
requires artificial intelligence.
12@travwin

13. Artificial intelligence (AI) is an area of computer science that
emphasizes the creation of intelligent machines that work and
react like humans.
13@travwin

14. Machine learning gives computers the ability to learn without
being explicitly programmed.
14@travwin

15. 15

16. 16
Why Skyword?

18. 18

19. 19

20. 20
Personalized Content Marketing

21. AI
Marketing
Personalization Automation
@travwin

22. • Full dynamic experiences personalized specifically to you
• Data driven intelligent optimization of the entire experience
• Homepages, category pages, and “you” pages/sections
• Filtered recommendations by content type or category
• Automated experience touchpoint tracking
• Automated engagement detection that triggers call to actions
AI: Personalization in Content Marketing
@travwin

23. 23
Personalized Recommendations

24. Ensemble
Selection
Algorithm
A1: Popular Content
A2: Related Content
A3: People Who Read Also Read
A4: Collaborative Filtering
A5, A6, A7, A8,…: TBD
Deep Learning (AI) Engine
24
Deep Learning (AI) Engine
@travwin

25. 25

26. 26

27. 27
Personalized
Recommendations
for Email

28. 28
Results

29. • Averaging 6X lift in CTR onsite for machine learning vs. random
• 369% increase in CTR for emails with personalized
recommendations
• 5X increase in subscribers for emails with personalized
recommendations
• 116 percent increase in CTR to site for newsletters with
personalized recommendations
• Below article placement is doing 2X as well as side bar
Results
29@travwin

30. What We Learned
30

31. • You need traffic – at least 5,000 unique visitors a month
• Content feeds that engine – need at least 50 pieces of content
available and tagged and at least 10 new pieces every month
• You need the data
• Machine learning works
What We Learned
31@travwin

32. Questions
32