Monthly Archives: July 2018

Why Your Approach to Chatbot and IVR Projects Is All Wrong

Why Your Approach to Chatbot and IVR Projects Is All Wrong

Businesses today treat interactive voice response (IVR) and chatbots for customer service like any other IT project: gather requirements, define solution architecture, choose vendor, purchase platform, install/configure platform (the latter is still needed, even in the SaaS model), build IVR scripts on platform, test, deploy, end of project.

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Change Management: The Key to Successful Digital Transformations

Change Management: The Key to Successful Digital Transformations

Companies of all types and sizes are investing heavily in the digitization of their business models. Driven by the changing consumer expectations that B2C digital juggernauts like Uber, Netflix and Amazon have created, many companies are investing in reimagining their business.

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Why California’s New Privacy Law Signals a Major Shift in the Privacy Landscape

Why California’s New Privacy Law Signals a Major Shift in the Privacy Landscape

In late June, in one of the most significant recent developments in the privacy landscape in North America, California passed the Consumer Privacy Act of 2018, the strictest privacy bill in US history. While the law won’t go into effect until Jan.

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Getting Down to Earth in Cannes: Intelligent Tires & Bottom-Up Creativity

Cannes Lions is one of my favorite events for marketing and advertising professionals. The French Riviera in June provided the perfect setting for the annual International Festival of Creativity on communication, commerce, data, and design.

With senior executives from companies like Johnson & Johnson, Lego, PepsiCo, and Pirelli, we had lively debates on two topics that I feel will make a significant impact on the creative services sector.

Technology was our first big topic – specifically, artificial intelligence, machine learning, natural language processing, and big data. I've seen the work of data scientists and creative marketers coming together to deliver really interesting innovations.

  • Lego is experimenting with voice-activated devices to help blind children build with Lego.
  • Pirelli is using sensors on their tires to understand their customers’ driving styles. We’ve heard about runners with customized footwear, but it looks like drivers will soon be able to get personalized tires!  
  • As voice-controlled devices in the home are becoming more mainstream, we also discussed the issue of security and consumer trust, which is now a key consideration for many tech developers.

Campaign magazine hosted the session. You can read more about the panel discussions here

The second discussion turned to talent recruitment and how to retain a fresh generation of workers. The advantage of diversity is particularly important to creativity. It was great to hear that our panelists shared my belief in hiring from unexpected backgrounds.

Bottom-up creativity can also give companies the competitive edge, and there were a number of comments about not allowing organizational hierarchies to get in the way of ideas from junior staffers being heard.  We also agreed that younger workers look for a sense of purpose beyond their paychecks, and companies need to keep this in mind.

The Practical Steps that Help More Marketers Use Data

Everyone knows that if you want to be a savvy modern marketer, you need data. Agencies tout their expertise in data-driven marketing, big brands herald a new age driven by big data trends, and it’s standard practice to have Google Analytics set up on your website. But let’s get real. You might have Google Analytics
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