How do you cut through the clutter and connect with your audience? Can data make your message more credible? Can analytics help you craft compelling content? How can AI help understand your audience’s response?
This PPT was presented by Ganes Kesari for his talk at the IABC Conference 2020.
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INTRODUCTION
Ganes Kesari
Co-founder & Head of Analytics
“Simplify Data Science for all”100+ Clients
Insights as Stories
Help start, apply and adopt Data Science
@kesaritweets
/gkesari
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“Messages delivered as stories are
up to 22 times more memorable
than just facts.
- Jerome Bruner, Psychologist
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POOR INTERNAL COMMUNICATION COSTS ORGANIZATIONS OVER $37 BILLION 1
Over 50% of analytics projects fail due to bad storytelling 3
Sources: (1) Inc article: Costs of poor communication ; (2) Source: Business perform ; (3) Gartner paper: G00375080 ; (4) Survey by Tolero Solutions
Businesses with effective communication are 50% more likely
to have lower employee turnover 2
53% of people said unclear communication was the biggest
issue impacting the customer service experience 4
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WHERE DO MOST BUSINESS STORIES FALL FLAT?
Understand
the Audience
Generate an
Idea
Create the
Content
Build a
Narrative
Deliver it
Right
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Poll #1
Which of these areas do you think AI
can help you with storytelling?
(choose all that are applicable)
• Understand the audience
• Generate an idea
• Create the content
• Build a narrative
• Deliver it right
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WHERE CAN AI REALLY MAKE A BIG DIFFERENCE, TODAY?
Understand
the Audience
Generate an
Idea
Create the
Content
Build a
Narrative
Deliver it
Right
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LOOK OUT FOR 3 TYPES OF SIGNALS
Review websites, social
media
INDIRECT
Website clickstream data,
contact center
INFERRED
Voice of Customer surveys,
Interviews
DIRECT
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DIRECT: LET’S TAKE THIS RESPONSE FROM A VOICE-OF-CUSTOMER SURVEY…
“I loved the product features and super-quick onboarding, but the great experience did not
continue while using your product. Your support teams have been helpful, but I’m not sure
whether I’ll buy again.”
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AND EXTRACT USEFUL SIGNALS BY TAGGING IT TO THE CUSTOMER JOURNEY…
Identify Customize Use Product
Deal with IssuesReorder
“I loved the product features and super-quick
onboarding, but the great experience did not
continue while using your product. Your support
teams have been helpful, but I’m not sure whether
I’ll buy again.”
“I loved the product features and super-quick onboarding, but the great experience did not
continue while using your product. Your support teams have been helpful,
but I’m not sure whether I’ll buy again.”
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INDIRECT SIGNAL: PUBLIC DATA CAN HELP YOU UNDERSTAND CONSUMERS
Bain & Co - Ample Data, often free, can predict consumer behaviour through the Covid-19 crisis
https://trends.google.com/trends/
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INFERRED SIGNAL: WHICH THUMBNAIL WILL EXCITE THE VIEWER?
https://becominghuman.ai/how-netflix-uses-ai-and-machine-learning-a087614630fe
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Poll #2
What is your level of familiarity with
Machine Learning / AI?
(choose one)
• Have used it
• Have some familiarity, but not used it
• Not aware of it
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AI CAN GENERATE PICTURES FOR YOU
https://www.thispersondoesnotexist.com/ https://www.instapainting.com/ai-painter
Can you guess the one ‘real person’ from below? AI can ‘paint’ like an artist
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WHEN SHOWN A TABLE OF NUMBERS, AI CAN PICK THE RIGHT CHARTS FOR YOU
Data2Vis paper by Victor Dibia, Cagatay Demiralp
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POWERFUL STORIES HAVE AN EMOTIONAL ARC THAT WORKS FOR THEM
Visual source: https://www.columnfivemedia.com/kurt-vonnegut-visualizes-stories-civilizationKurt Vonnegut video: https://www.youtube.com/watch?v=oP3c1h8v2ZQ
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HERE’S THE ARC FOR ONE OF THE MOST POPULAR STORIES OF OUR TIMES
Visual source: https://www.columnfivemedia.com/kurt-vonnegut-visualizes-stories-civilizationKurt Vonnegut video: https://www.youtube.com/watch?v=oP3c1h8v2ZQ
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“There’s no reason why the simple
shapes of stories can’t be fed into
computers.
- Kurt Vonnegut
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MIT BUILT ML MODELS TO GENERATE THE SHAPES OF STORIES FROM VIMEO VIDEOS..
https://www.mckinsey.com/industries/technology-media-and-telecommunications/our-insights/ai-in-storytelling
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..AND ANALYZED THE SHAPES THAT PRODUCED THE BEST ENGAGEMENT
https://www.mckinsey.com/industries/technology-media-and-telecommunications/our-insights/ai-in-storytelling
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HERE’S WHAT YOU LEARNED TODAY: AI CAN HELP YOU WITH THESE
Understand the
Audience
Generate an
Idea
Create the
Content
Build a
Narrative
Deliver it Right
• Direct • Storylines• Text
• Inferred
• Indirect • Picture/Video
• Visualizations
• Emotional Arc
• Business uses
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HOW DO YOU TAKE THIS BACK TO YOUR WORK?
• Office workflow integrations: Microsoft Powerpoint, Excel
• Text generators: AIWriter.com, talktotransformer.com
• Image generators: InstaPainting.com/ai-painter, DeepDreamGenerator.com
• Face generators: ThisPersonDoesNotExist.com, Generated.Photos
• Blog Idea generator: Hubspot.com/Blog-Topic-Generator
Printed
materials
EmailsProducts
Powerpoint Applications
Where can you apply this?
Which AI/ML tools to explore?
Customer
Connects
Employee
communication
Marketing
messages
Sales mailers
Partner
engagement
This is a fast-evolving space. Here are some places to get started:
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“ No one ever made a decision
because of a number. They need a
story.
- Daniel Kahneman
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Poll #3
Session Feedback: How likely are you
to recommend this session to others?
(choose one rating)
• Number scale 1 to 10 (strongly recommend)