The Record - Issue 9: Summer 2018

66 www. t e c h n o l o g y r e c o r d . c om F E ATUR E V I EWPO I NT A successful personalised promotion strategy Stephan Visarius from Segment of One explains how AI is enabling companies to create more targeted media campaigns Target, Walmart, Albertsons and Amazon are all companies that understood the enormous value of using data to create more targeted media campaigns. They have implemented programmatic, data driven media platforms that, for example, can tell Coca Cola that a particular consumer has bought a Pepsi. Coca Cola can then plan its next advertising campaign more effectively. The true success of these platforms will be determined by the performance of their targeting engines and their ability to make users buy at minimal costs. Coca Cola might target heavy, medium or light Pepsi buyers differently. It might run or skip ads, if it knew how likely a consumer would be to purchase Coca Cola anyway, or how much it would increase customer lifetime value. And Coca Cola might go for promotional offers, if the consumer would react to (an individual) discount only. Targeting engines answering these questions on a consumer-individual level will truly push the ROI of future advertising. Segment of One (SO1) offers just that: a white label programmatic promotion network (PPN), powered by artificial intelligence, that autonomously understands latent product properties; consumer preferences; individual customer’s willingness-to-pay per product; and the purchase likelihood at a given time. This enables users to create personalised media campaigns, delivering highly relevant offers at perfect discounts. Retailers offering a shopping-history- based targeting might thus challenge existing media companies. But it’s a first mover game: only true pioneers applying AI-based targeting engines will monetise their data treasure. Stephan Visarius is director of customer acquisition and success at Segment of One V I EWPO I NT Using AI to stay ahead of the curve Jon Vink from StreamingBuzz explains how AI can help to meet consumer expectations Now that personalisation is becoming a standard client expectation, artificial intelligence (AI) is poised to be an integral strategy for keeping pace with consumer demand. After all, predicting what a user wants to watch is a key part of a media company’s business model. But implementing AI requires a new way of thinking. Media companies – who generate a massive amount of data – really need to re-invent themselves so that AI will improve each and every way we produce and consume media. Microsoft Azure can help with this. The cloud platform offers flexible services and analyses unique data to help media companies grow their business. Partners like StreamingBuzz cater for telcos and operators, as well as companies operating in travel, leisure, automotive and the military industries, with a complete end-to-end solution that is complemented by Microsoft Azure Machine Learning Services, Azure Bot Services and AI. These technologies can help drive personalisation, recommendations, and new interaction models, facilitating levels of audience engagement that have until now been very difficult to achieve. Jon Vink is founder of StreamingBuzz