1. Powered by
What’s Next:
Ogilvy x Google
Chatbots AI & Messaging

2. Welcome
Ritesh Patel
Chief Digital Officer,
Health & Wellness
Ogilvy Consulting
Dayoán Daumont
Consulting Partner
Ogilvy Consulting
Peter Fasano
Consulting Principal
Ogilvy Consulting
Ben Levine
Global Partnerships Lead
Ogilvy

3. Tell us
where you
are dialing
in from!
What’s the weather
like in your city?

4. Do you
want this
deck?
It will be available for download
shortly after the webinar on:
slideshare.net/socialogilvy
And the recording up on
facebook.com/OgilvyConsulting

5. +

6. Our 2019 priorities

7. Ogilvy+Google 2019 Plan
The Google + Ogilvy Shared Ambition
Prove how technology and data are fuel for better creative ideas
Video Excellence
What: Using data and tools to make and
deliver video content more effectively—from
awareness through purchase (YouTube)
Why: Because most clients (and teams)
don’t understand the diversity of video
formats and the outcomes they can drive.
We need to create video assets fit for
purpose rather than channel.
How: Video Essentials Training; Audit of
Google data, tools and talent that can plug
into Ogilvy processes; Ogilvy Creative
Challenge/Px; 180 Video
Ogilvy OS Enablement
Leverage Google data and technology to amplify the power of the products and services
within Ogilvy’s OS in a differentiated way
KPIs: 100% trained through Video Essentials; creative
challenge output at Cannes; 3-5 marquee case studies to
share new capabilities; adoption of tools and shift in output
in key markets has increased significantly
Training and Execution
Creative Intelligence
What: Use the power of creativity and data
coming together to drive greater efficiency,
effectiveness and value for our clients
(Cloud, ML)
Why: Because we are uniquely placed to do
this with our vast collection of creative
assets, history and knowledge.
How: Identify 1-2 clients for whom we have
(1) DTC work and content at scale, (2)
performance and first-party customer data,
and (3) a data/analytics team that can do
stuff with it.
Immersive Experience
What: Launch the WPP “Daydream Practice”
to unlock powerful ways to drive tangible
client value through immersive experiences
(Lens, Assistant)
Why: Because we want to help our clients
get ahead of a massive new opportunity to
engage with their customers in a more
impactful way
How: Engage with SBCs (Bottle Rocket; GSI)
and existing DD team to drive forward;
identify media-creative WPP shared client(s)
to pilot with end-to-end
KPIs: 1-2 client engagements in-progress (will need more
granular metrics based on PM); full visibility across Google/
WPP in terms of Ogilvy skillsets in this area; own “insights-
based/ML-driven” content
KPIs: 1 marquee Lens case study before Cannes and 3-4 by
end of year; develop clear method for monetization;
develop a sales toolkit; Ogilvy+Google “hack day” with
clients in top market(s)
Build Momentum & Infrastructure Owning the Value

8. Google Cloud overview

9. … you don’t have to know HOW to
do this - just that it is POSSIBLE

10. 10
Cloud enables Creative End to End
Research Ideation Creation Execution
Themes, and
Topics for the
Target
Market
Accelerate
Ideation
Working with
Digital
Mediums,
think Cloud
Deliver
Incredible
Experiences

11. 11
Creatively Solving Business Problems
With Data & Technology

12. 12
Execution

13. 13
Think of Cloud like LEGO, you’re only limited by
your own creativity.

14. 14
Voice & Assistants

15. 15
Vodafone - Servicing
“How can I top up my phone?”
“How much data have I used?”
“How much was my last bill?”
“What are my current charges?”
“When is my bill due?”
...

16. 16
Applying Machine Learning
to App Functionality

17. 17
Self diagnosis to increase product sales
Product
£25
Imagine you have
something appear
on your lip. You’re
not sure what it is,
but you know it’s
possible to
diagnose
You take a quick
picture, that will
be analysed
Cloud Function
holds a code
snippet to send
image to AutoML
AutoML has been
trained on many
diseases that can
be diagnosed
visually. If a match
can be detected,
the label is passed
to Firestore
Firestore can find
the diagnosis, and
will display the
relevant medical
products
The user can then
purchase this
product directly in
the app

18. 18
Websites

19. 19
IoT
Connected
Devices

20. 20
Digital OOH

21. 21
Research

22. 22
Vox Pop Speech and Sentiment
Customers are asked a
set of survey questions,
which are recorded on
an audio device during a
test drive of a new
vehicle
Speech-to-Text API
converts audio files to
text files. It also
includes Speaker
Diarization to identify
multiple speakers
Natural Language API
analyses the text for
sentiment
Text output can also be used for topic
modelling to identify themes of both
positive and negative sentiment

23. 23
Image Pipeline with Product Detection
Use the Twitter
API to export
Tweets based
on hashtags, or
keywords
Store the outputs
in Cloud Storage,
ready for
cleaning.
Create a
dataprep recipe
to clean the data,
and extract
image links
Feed this data
into BigQuery
for Analysis
Run AutoML on
all image links to
detect if the
image contains
your product
Visualize the
output in Data
Studio to track a
count of product
placements

24. 24
Ideation

25. 25
Vision API
Cloud Vision API enables developers to
understand the content of an image with
machine learning models. It quickly
classifies images into thousands of
categories, and a whole lot more

26. 26
What can you
see?

27. 27
Here’s what the Vision API can see

28. 28
Video Intelligence API
The Cloud Video Intelligence API
allows developers to use Google
video labelling analysis as part of an
application.

29. 29
How long would it take to
detail out per second
each scene?

30. 30

31. 31
270 labels for a 60 second spot…

32. 32
That was for one video -
imagine the possibilities
with 1000 videos.

33. 33
Adding real insight by combining with YouTube
Retention Data
Internal shots of the car
are replayed more on
average than any other
video segments
Completion rate is 17%
higher when we include
mountain roads
When we show yellow
cars users lose interest
in the videos
Imagine you could tell your client the following:

34. 34
Creation

35. 35
Machine Learning
Models

36. 36
Right now, there are four things in
particular ML systems are extremely
good at.
Machine learning has
all sorts of useful
applications.
Classification
Prediction Generation
Understanding

37. 37
Classification
Machine learning helps us
predict a category based on
the data the system has been
trained on.
Cat

38. 38
Prediction
ML can help us predict
outcomes, or actions, as
with YouTube’s Watch
Next.

39. 39
Understanding
Machine learning is key to
making computers comprehend
speech and language.
“What restaurants
are nearby?”

40. 40
Dynamic Creative

41. 41
Templating Assets for Endless Combinations

42. 42
Rendering

43. 43
3D Modelling 360 Video

44. 44
Creatively Solving Business Problems
With Data & Technology
+

45.
CHAT BOTS, AI AND
MESSAGING

46. WHAT THE HECK IS
A CHAT BOT ?
A chatbot is a piece of
software designed to simulate
human conversation, and they
are often powered by artificial
intelligence and machine
learning.

47. AND WHERE CAN I GET ONE ?
Chatbots live on SMS,
social networks, or inside
messaging apps like
Facebook messenger or
Slack, and can automate
one-on-one interactions,
often eliminating the need
for a human.
Messenger apps Mobile appsText/SMS
Websites SearchIntelligent home
products

48. Ogilvy Consulting
WHY NOW
IMAGE RECOGNITION
OPTICAL CHARACTER
RECOGNITION & AUTOMATIC
LANGUAGE IDENTIFICATION
NATURAL LANGUAGE PROCESSING
MACHINE LEARNING

49. THE
GROWTH
OF THE
BOTS
CONSUMER BEHAVIOR HAS CHANGED

50. Ogilvy Consulting
THE BRAND USER EXPERIENCE HAS CHANGED
“I don’t care if customer service
comes from a human or
technology as long as I get my
questions answered accurately”
40%
*5-point agreement scale
Among U.S. online adults (n=6001)
Would rather start an automated
customer service chat to get answers
to questions instantly than wait on a
phone to speak with someone live
35%
Would rather reach customer service
using messaging apps/chats (e.g.,
Facebook messenger) that they typically
use instead of going to a dedicated
customer service app/website
27%

51. Ogilvy Consulting
Basic Scripted
• Matches user entries to
key phrases and gives
scripted responses
Intent Recognizer
• Employs natural language
processing (NLP) tools to
extract meaning from a
request
Dialogue Manager
• Executes actions based on
user intent
• Contextualizes interactions
by aggregating intents from
session
Intelligent Advisor
• Complex inferential
capabilities including ability
to understand “slang”
• Recommend options to
enhance outcomes
Artificial IntelligenceRule-Based
Complexity, Cost, Time, Resources HighLow
CHATBOTS PROVIDE A WIDE RANGE OF UTILITY

52. 5 CATEGORIES OF
BOTS

53. Ogilvy Consulting
CUSTOMER SERVICE
Hello, how can I help you?

54. 85%
Of customer interactions will be
managed without a human by
2020.
– Gartner prediction

55. Ogilvy Consulting
CUSTOMER SERVICE

56. THE FIRST ROBOT LAWYER
A CHATBOT THAT BEATS PARKING TICKETS

57. Ogilvy Consulting
There’s a lot happening in the
world. Here are your top
stories today:
CONTENT

58. Ogilvy Consulting
British Vogue. Vogue Fashion Update
delivers fashion news and videos.
CONTENT

59. Quartz
It’s a conversation about the
news with a bot.

60. Ogilvy Consulting
Can you send me:
! Sneaker trends
! Weekly shop
! Gifts
SHOPPING & E-COMMERCE

61. Nordstrom
chatbot is
ready to help
shoppers
find the
perfect gift.

62. Nordstrom
chatbot also
improves
customer service.

63. Ogilvy Consulting
SNAPTRAVEL HAS PROCESSED
$1 MILLION IN HOTEL
BOOKINGS INSIDE
MESSENGER.

64. Ogilvy Consulting
SMART ASSISTANTS
Do you want me to arrange a
meeting ?

65. Ogilvy Consulting
AMY OR ANDREW ? X.AI

66. Ogilvy Consulting
ORDERING & NOTIFICATIONS
Check in is open:
Go ahead and get your
boarding pass! See you soon
on board with us.

67. Ogilvy Consulting
ORDERING

68. Ogilvy Consulting
BOTS AND OTHER INTEGRATIONS

69. SOME OF OUR WORK

70. Build it
and they
will come…

71. Ogilvy Consulting

72. Ogilvy Consulting
• What objective are we driving for the business?
• What value are we delivering for the user?
1) Value proposition1. VALUE PROPOSITION

73. Ogilvy Consulting
Who are the users?
Age?
Location?
Motivation?
Segments?
How do they prefer to communicate?
2. USERS

74. Ogilvy Consulting
• How can we reduce friction and enable our audience to
use this tool as effectively as possible?
• At what point in their digital day would they use this tool?
3. DEVICES

75. Ogilvy Consulting
In healthcare for example:
Does it need to be HIPAA compliant?
Will the chatbot capture personal information ?
Will it handle and/or report Adverse Events?
What kind of Privacy Policy?
4. PRIVACY

76. Ogilvy Consulting
Where would users like to engage with the chatbot?
Which of these channel(s) match privacy requirements?
5. CHANNELS

77. Ogilvy Consulting
What will the chatbot talk about?
What kind of conversations need to be pushed?
How does this relate to the value proposition?
What level of personalization will be applied?
How does this impact each audience segment?
6. CONVERSATIONAL TASKS

78. Ogilvy Consulting
● Name:
● About:
● Characteristics:
• Does this align with existing
programs/call centers/sales force?
• What is the proper type/length/
frequency of conversations?
7. BOT PERSONA AND LEXICON

79. Ogilvy Consulting
What existing approved materials can be leveraged?
( FAQs, websites, apps, print materials, call centre scripts, etc.)
What external resources can be leveraged?
What net new material must be created?
How can the conversations best be brought through
the approval process
8. ASSETS

80. Ogilvy Consulting
Does it need to be self-contained?
What 3rd party services should it leverage?
Engine
APIs
Services
Does it connect into existing CRM or authentication?
9. THIRD PARTY SERVICES

81. Ogilvy Consulting
How will the chatbot be implemented?
What is the appropriate system architecture?
What considerations must be taken for NLU?
10. DEPLOYMENT AND SECURITY

82. Ogilvy Consulting
11) Analytics
What are the KPIs that relate to value proposition?
Quantitative Engagement KPIs
→ users, conversations, length per session, click through rates
Qualitative user feedback / surveys
→ feedback / surveys / pull requests
Capture Pull requests
→ what questions are being asked most
→ what do we need to address in the 2nd horizon
11. ANALYTICS

83. Ogilvy Consulting
How will the user get to know the bot service?
→ digital marketing
→ social media
→ SEO
→ partnerships with portals
→ salesforce / events / etc.
12. MARKETING YOUR BOT

84. Ogilvy Consulting
STOPTOBER
KEEPING YOU GOING SOS SUPPORT TIPS & TRICKS TO HELP

85. Ogilvy Consulting

86. Ogilvy Consulting
PUBLIC HEALTH ENGLAND

87. Ogilvy Consulting
VaccinesMedInfo

88. Questions?

89. Thank you.