“Smarter Measurement - Let’s call it Cognitive PR” presentation deck used in presentation and discussion at CIPR event in London on February 11, 2016.

1. Let’s call it ‘Cognitive PR’
Neville Hobson - @jangles
IBM Social Consulting
CIPR London, February 11, 2016
Smarter Measurement

2. Automation is fast approaching and by 2018 Gartner predicts that
20% of business content will be authored by machines. But how
will this content sit within a measurement framework?
2
http://houseontheborderland.com/2015/08/28/writing-for-house-on-the-borderland/
“

3. Gartner: “By 2018, 20 percent of business content will
be authored by machines”
 Content that is based on data and
analytical information will be turned into
natural language writing by technologies
that can proactively assemble and deliver
information through automated
composition engines
 Content currently written by people – such
as shareholder reports, legal documents,
market reports, press releases and white
papers – are prime candidates for these
tools
3
http://www.gartner.com/smarterwithgartner/gartner-predicts-our-digital-future/

4. 4
http://www.poynter.org/2015/how-the-associated-press-is-using-automation-to-rethink-the-way-it-
does-news/375931/

5. Gartner: “By year-end 2018, customer digital
assistants will recognize individuals by face and voice
across channels and partners”
 Multichannel customer experience will take
a big leap forward with seamless, two-way
engagement between customer digital
assistants and customers in an experience
that will mimic human conversations, with
both listening and speaking, a sense of
history, in-the-moment context, tone, and
the ability to respond
5
http://www.gartner.com/smarterwithgartner/gartner-predicts-our-digital-future/

6. 6
http://www.themobilespot.co.uk/best-voice-assistant-cortana-siri-or-google-now/

7. 7

8. What is Watson?
IBM Watson is a technology platform that uses natural language processing and
machine learning to reveal insights from large amounts of unstructured data

9. 9

10. 10

11. Your digital intelligence is your competitive advantage
11

12. 12
https://www.constellationr.com/content/ibm-connect-2016-little-swagger-back-their-step

13. Imagine
• Personal Cognitive Assistants who will make contextual sentiment analysis of your email, with ‘attention
recommendations’
• Image recognition, eg, brand identifiers such as logos + contextual insights
• Auto-insights assessments, predictive analytics and recommendations
• …What’s next?
13
http://www.ibm.com/smarterplanet/us/en/ibmwatson/what-is-watson.html

14. Smarter Measurement
14
Today
Where we want
to be…

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license for terms.
Other presentations by Neville Hobson are available from Slideshare at http://www.slideshare.net/neville.
If you have questions or comment about this deck, contact Neville Hobson:
 +44 7342 085 395
 neville.hobson@uk.ibm.com
 www.nevillehobson.com
 @jangles
The content in this presentation deck represents the opinions of Neville Hobson only and do not necessarily reflect any view or position of or
by IBM. Published in accordance with IBM’s Social Computing Guidelines.
Smarter Measurement
Presentation by Neville Hobson at CIPR London, February 11, 2016.