AIPM Event Aug 10- 2021

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Ask me Anything on
AI-Powered Marketing
Programme by IIM Calcutta
and TalentSprint

Held on Tuesday, August 10, 2021 @ 6 PM IST

In an interesting conversation with the alumni of IIM Calcutta and TalentSprint’s AI-Powered Marketing Programme, the seasoned marketers Ravesha Bakshi, Ronojoy Bhuyan, and Sneha Mayekar unveiled how they learned to exploit customer datasets using AI and build powerful insights for decision making. Watch as the alumni discuss how the programme especially the capstones played a major role in making their learning journey more relevant.

Watch Webinar Recording

About Advanced Programme in AI-Powered Marketing

No progamming required

IIM Calcutta and TalentSprint’s Advanced Programme in AI-Powered Marketing helps current and aspiring CXOs, business heads, and marketing professionals leverage the power of AI in making data-driven marketing decisions. IIM Calcutta, with its edge in quantitative courses, marketing courses, and analytics programmes, is the ideal destination to equip marketing and martech professionals with both the academic framework and the practical capabilities to help navigate the rapidly evolving world of AI-powered Marketing.

Event Transcript

Ask me Anything AI Powered Marketing

Hi, everybody, I hope I'm visible and audible to everybody.

Am I? Yes, now we can hear you. Okay, we can see you as well. Lovely, lovely to get the comments on chat as well. Hi, see how you're visible now. Hi, Ronnie joy, we cannot see you. Hi. Hi,

Yuri is hi hydrology. We shall start over the webinar have now officially. So thanks, everybody. Firstly, for joining in, I hope everybody is safe. And a very warm welcome to everyone. As you know, in this alumni interaction for AI powered marketing course in association with I am Calcutta and talentsprint I am the hotshot lawyer and I'm the lead counselor for AI powered marketing program. So this is the first of its kind program in collaboration with Im talgat and talentsprint for marketers, and we've we always talk about digital marketing and we have been using a digital marketing one marketing analytics for like so long, but using AI into the same takes your digital marketing and marketing analytics efforts to the next level. So today, we have three alumni who have joined us to share their experience about completing their AI powered marketing program and how are they you know, being able to implement AI. So, it also makes sense to talk a little about nse talentsprint So, we as a receipt talentsprint bring about pioneer programs of like these into all the areas of deep tech along with top Academy Institute's and global corporations like leading IITs, I am Calcutta iisc, Bangalore, so on and so forth. So, yeah, so, artificial intelligence and machine learning are no longer buzzwords I mean, with the acceleration of digitalization in almost every every aspect of the business that we see right now, especially in the light of pandemic, the adoption of AI and ml, I mean, that has been rampant that we see. So, together with big data and advanced analytics, ai driven marketing has made it possible for marketers to take a clearer understanding and a clearer picture of the target audience. So, in this slide, it becomes very critical for decision makers to understand the use of AI, how to effectively use it in making various critical decisions in the organization like, you know, identifying the opportunities, be it marketing campaigns, or, you know, creating marketing USP like, right, so, this webinar will help us to unveil the opportunities and the approaches for using AI for enhancing the impact of marketing activities in various organizations. Okay, so, to start with, let's welcome our panelists today. And at the donjoy gwion, Rebecca Bakshi and Sneha biker who are seasoned marketing professionals, I would request the panelists to be to please introduce themselves, I believe, I will be starting up with the ladies. So, Lisa, can we go

first definitely. Thank you so much, great morning everyone. Good morning, good evening, wherever which part of the world you are. So with to connect with you all about myself, I call myself as a full stack marketer having about 18 years experience in b2b business to business business to consumers business to society while working with Itachi I mean, so, so proud, I come from a rich experience, experience and expertise in managing marketing programs in agency and in corporate. So, that is how I am a full stack marketer started off my career as a traditional marketer, then digital and now AI powered marketing. So, that is a very high level overview about my my profile. And I will now like to give it to my call my cohort members Neha. Can you please go ahead.

So, Hello, everyone. My name is Sneha mica and I have over 13 years of experience in marketing. My experience spans mostly in healthcare. So, I come from the medical device and pharmaceutical industry, wherein, you know, I have worked, whether it is the b2b or b2c channel, and you all would know that healthcare is still quite restricted and driven by a lot of regulations when it comes to marketing. So, it's really interesting, you know, how it has adopted digital marketing and now the pace at which it's adopting AI. So I'm really happy to be here today. And I look forward to interacting with all of you.

Lovely, lovely Steena sarona joy. Last but not the least, we go with you.

Hi. Welcome everyone to this interesting session. And I wish I was there as well. I work in Dubai and Abu Dhabi commercial bank, I've been in the banking sector for the last 17 years, I've been in sales, project management, banking, API based journeys. I've been across roles over the last years. And then this has been an extremely interesting chapter of my life, about marketing, especially interaction with the cohort. And understanding what kind of prescriptive, prescriptive insights to implement. That is the key takeaway from this entire course. So I'm excited to be here. I'm happy to contribute and answer all the questions. And let's see how it goes over to

having no, I'm annoying you guys, a little more than we knew in the first cohort right now, since you like passed out the tape takeaways, and we're looking forward to the conversation up here. So I would also request all the attendees to please hold on to the questions and post them on chat so that we can have them after the discussions once we are open for the q&a sessions. Because while people considering this course, and I, you know, counseling them, I also come across a lot of questions from them. Right. So that's one thing that I would like to go first, you know, asking the panelists and then and then, you know, I'll take up the question answers from the attendees as well. So I would like to start off with a very basic question. I mean, is AI in marketing real? Like, there are a lot of things that we do into marketing, be it budgeting, or AV testing or email marketing? Right? They do AI fit into all this. So Ron is right can be, uh, you know, have some insights from you.

Yeah, I mean, before we get into such big words, let's just touch upon real life stuff, right? When you click on Netflix, what do you see, you see about 10 movies which are recommended to you, right? Or you see the best comedy movies or thrillers you want to watch, or you gonna do on Amazon, and you're thinking about probably buying a camera. And you probably researched over it last few days. And you've already had a transaction history with Amazon. And suddenly, you see that you are receiving two, three meals from Amazon out of nowhere on buying a camera. So that's how real AI is. And then you when you go to fashion, you have a company like big things, which uses 3d technology to scan your body across 44 different measurements with 98% accuracy. That's what we're talking we're talking about TV, documented lifestyle, and we're talking about clothing. We're moving in a paradigm shift today. So that's how real AI is. Moving on to AV testing, email marketing. These are essential components and heartbeat of any marketing strategy, I'm sure rubbish and Nanodegree AV testing like we know, you know, it could get iterated, I don't want to be giving a monologue out here, but it could get manual and iterated whereas AI automates the entire process through various data points and researches. And like you know, there are about 98% of customer worldwide. This is a global data center FinTech recently, where people do not want any spam and 85% of them want personalized experiences a personalized emails, so therefore, your content, or your email marketing has to be personalized in today's world, rather than just shooting across a male to a particular segment, it has to come to the exact individuals. And when you come to the exact individual, you ultimately take care of a budget, because then you're not spending unnecessarily on leads, which are our customers where you're not supposed to. So this is just to summarize in a nutshell, this pass it

on to rubbish. Absolutely. So I will take that and then they asked me how you can you can just add on to, to that. And absolutely. AI is I would say it applies to everything everywhere in marketing. I am. I'm one of the ambassadors started with traditional marketing, and then I see that Yeah, AI is actually plugged in everywhere you start I mean, as a marketer, you start with metrics that matter with AI you bring experience with that matter, you work with your stakeholders, and define how does success look like be it campaign operations, be it email marketing, be budgeting, your content syndication, which asset is performing well. And I mean, it's, it's really, really huge and scale, it applies to everything, everything for that matter, and it is real, it is it is the next level and every organization is adopting it at a very rapid pace. I would like to give it to spare. So

yes, taking forward from what both of you have already spoken about. What I would like to say here is that you know, basically when you when you say ai ai is when you're predicting future events based on your past data, you know, it's there's so much about backup recognition that happens over then to give you a very realistic example, as marketers, I'm sure all of you at some point in time would have been involved in designing promotions schemes offers, you know, for your products. And what AI does is that if AI will help you to validate your these promotions offers, how they are working with which set of customers are they working, I think that that really, really matters, because every bucket or every segment that you will have of your customers would behave differently. And it'll help you understand which of your say, this is just an example, which I give you about promotions would work with with set of customers, and that eventually will help you to, you know, allocate your budgets more wisely. I mean, I'm sure each market year when he when he or she has to ask for budgets for any campaign from their manager requires a lot of discussion, because at then everything boils down to ROI. So you're able to make a lot of data driven decisions. So AI, definitely, Israel, and as revision mentioned that, yes. industries companies are adopting at a, at a very fast pace. So you know, there is a need for marketers to understand how AI functions. And I think that's why we are here, you know,

lovely insights, you know, from all three of you, I will be experienced management, beat personalization, beat managing promotions beat getting it to the right customer, probably with the right precision in their AI definitely plays a vital role. And it's definitely, so my next question would be like, what made you choose this course, especially in the paradigmatic by a, you know, everything was changing more than anything, you know, changing in your work environment, or probably your lives too, that you thought of doing this course, or choosing the scores in there. So I would like to have a few insights over that as well. So stay on, we'd like to know from you, like, why did you choose this course?

Well, my reasons are a little different about Russia. And I think knowledge I come from corporates which already have AI in place, whereas when it comes to me, we my organization didn't really have a structure AI or it was basically my own pursuit that you know, what next for me as a marketeer, really, so what next after digital marketing and it, it was always my dream to, you know, study with the ions and the pandemic team as a time where I felt I can invest because we were working from home, and I could invest in learning something which will help me in the near future, you know, it's just something that we add value to my career. And this particular program, since it said AI powered marketing. My learning objective was that, you know, I don't want to become a data scientist or I don't want to get into too much of that coding and that stuff, because per se, I am, I am not so much of that statistic background. But what I wanted to understand is where is marketing playing that role, you know, and how, as a marketeer, what what are those things about AI that I need to know so that I can interact with the data scientists I can interact with the with the senior management and, you know, have more productive conversation? So I basically wanted to equip myself with the knowledge about and that's why I took this program.

Lovely to know that snake I would move on to provision a provision What was your motivation?

Okay. I am an CMT communications media technology expert as an innovation catalyst and a technology enthusiast. As I told that, I have been progressing from a traditional marketing digital after era getting expert expertise in digital I am in what was the next best action ever. I mean, I was not waiting I mean, pandemic was not the reason for me to pursue AI powered marketing course, I was looking forward to as a marketeer and as an innovation catalyst. I was looking forward to what is next what is now what is next what is that that I can bring into my scope of work which will optimize marketing operations and the way I am GTM optimization so that was the reason and pandemic action Totally gave me that little bit I would say a breather i mean i was i was able to manage the schedule, but then the program is so well structured and then as I'm very futuristic, I mean I have interest in Futuristic Marketing. So, this AI powered marketing course includes elements of futuristic marketing that is on blockchain some components from neuro marketing. So, these are really really important and they are really add adds to, to the value of your day to day work and as your profile as well. So, that was my objective and I'm super, super, super happy that I did this course and then I will be sharing some one nugget with you later on. And my key takeaway from this program is analytics a sentence now I can I can I share my screen for a minute if you can, okay, okay. So, this is just a sec Yeah. Can you can you see my screen? Let me know. Yes, yes. So, this is this is I am Calcutta brainchild, and then what we have managed, I mean, I mean engagement is equal to revenue something that is my further add on I mean, if I had to talk about the crux the value of this courses in every conversation, I am driving analytics a sentence all the marketing programs, you know, a lot of organizations are are this is a roadmap that you give it to your management, leadership marketing leadership team or your management team. And this course enables you to give this kind of a roadmap to your stakeholders or you know, in your organization, you can drive this a sentence and you start with descriptive you get into diagnostic you are then you enable a predictive and prescriptive is one of the advanced stage of AI, and this is how I am driving the optimization and a lot of marketing programs and because of pandemic right now, everything is is online. So, what we are doing is are we what we have concluded is engagement is equal to revenue, if we can tailor our programs, leveraging the intelligence and the models that we use, which we are going to talk a lot about more in, in the you know, in this session, so. So this is this is actually the go to approach. And, yeah, so so that is, and I am and that was the objective, and achieved it added onto my profile, and super, super, super happy, super proud with the overall experience.

Lovely to know that ratio, and I'm really thrilled to have seen this that, you know, and you sharing this, I mean would help a lot of aspirants as well, you know, in order to figure out whether this is the right fit or whether they would like to you know, have something like this on their profile and take it to another level and

also every individual who plans to pursue this course will able to gauge that what stage of the analysis is instance that they are at and what is the roadmap and then accordingly you define the success factors for each program. I mean, it is really, really an altogether different level of conversation, then, you know, the expected outcome, you know, what is the cost reduction that you have to do leveraging those models and those learnings that from the course. So that is what I wanted to share with everyone.

Definitely, that's I think this is a really helpful insight that we've got from you and innovation definitely this will be helping a lot of aspirants in there who are planning to do scores are probably having a you know, an add in skill onto their career or profile and that that's fine. So Rajoy, we would like to move over to you now. I mean, what was your issue? Do you know using taking up this course. Um,

basically, like I said, I've been into multiple roles. I've been in sales, marketing, project management, etc. In 2019, there was a hackathon for API based journeys. And we our group happened to win it and then we traveled to plug and play Tech Center in Silicon Valley. Now, when I went there blew my mind off because there were so many people and different people working in different things. Some people are staying there for three months, some six months. different sessions is like a whole new new sphere of learning, you know? And then I understood that these were the buzz buzz words, you know, API based economy, digital ecosystems and digital transformation. Everybody was talking about it now. Now then came the next wave of AI ml. That's when the organization realize that with the post COVID error, we will and I designed the marketing campaigns right will we work along with marketing when we bring the product notes and then we realize that just sending a product email or targeting a digital media campaign to a segment is not good enough. What's the next next step? Because when we're talking about analytics and data scientists like rubbish appointment, they were talking about diagnostic, descriptive and predictive. And obviously, they have our organization is pretty mature in prescriptive insights as well. But then what is the value add, we add, you know, when we give a brief to these individuals, and that's when this whole topic came when I started searching net. And then people suggested go for a digital transformation course from MIT, or someone suggested go for another course. And then I said, I don't want to be a data scientist, neither do I just want to do a very technical or course Neither do I want to do a very generic course, I would like to do something which gives me power to interpret data driven marketing strategy, that was very clear, in my mind, that's when a power marketing team and needless to say, I am Calcutta is one of the best in Asia, a top 25. You got fantastic faculty, great brains of professors from Amsterdam. And I'm really happy to be in the sports, I took the right decision. And yeah, there were struggles in putting and etc. But we came up Trumps, I think the entire match has done fantastic. And I don't regret the decision, it's really helped me. That's the whole motivation.

Lovely, lovely to know, all, you know, from all three of you, you're gearing motivations towards, you know, doing this program. So next, I mean, insights about customers, as we talked, you know, is always one of the biggest assets that a marketer can have. Right? So, what did you do in this program to uncover, you know, such insights? So, I'm aware about a few participants, and I think, one of the alumni even, you know, made me aware about the fact that, you know, they've, they've done one of the capstone projects or model wherein they can identify the right customers, you know, from the old leads, and they were able to generate prospects from that. So, I mean, how far do you think I mean, you, you would be able to implement or infer insights from, you know, this particular program, what all the case studies that you've done, or the capstone projects that you did. So, a few insights that I would like to take from a probation there.

Sure. So, I mean, giving I mean, coming back to this, this was one of the assignments. And this was on improving customer experience through analytics, so we learned about you know, because of the new normal, now, everything is happening digitally, and this was a, I don't want to name them case study, but then I've been I'm super super excited to share the experiences and like to understand how you kept the weight the data that you already have, based on the purchases of the existing customers, and you how you integrate above the funnel below the funnel KPIs and build data driven sales engine, and accelerating the existing views and generating new deals. So, I mean, obviously, so, if I have to break that down, for example, customer insights, the existing customer you can, you can just will be your existing customer base, and then you can apply your RFM model recency frequency and monetary value you can predict the his next action. So, that is one recommendation sales engine. Second was how to how to actually how to integrate the experience, for example, on someone visited on your website, so all these customer journeys, time together, how you can come up with the personalization, how you can do the personalized targeting is something that that was a real hands on experience, and application in my scope of work, I came up with the one of the content syndication project right now, again, it is it is at the discussion stage. I mean, it takes a lot of time to get the approval, you know, and implement in, in big organizations. So, it's so, I mean, I would just cannot share more details with just that keeping the compliance and everything and confidentiality, but just that, you know, the idea is so fascinating, wherein, you know, your website having 60 pages have about 3000 assets, how can you predict based on the actions people have visited on what are your your content assets? What are really are the top assets they are performing well, and what are the the assets that need to be revitalized or really didn't do not need? Those? those assets are likewise that is one project and then again to another project. I mean, again, this is this is for one of the friends, I was During a consultation wherein they also want to utilize maximum information of offer or the visit visit details. And then again, one of the men in the in the project for one of the startup companies, so we were the ones who were able to predict leads, and we really got the the leads, and M. And we also conclude that there was a lot of efforts that was invested in nurture. But then, you know, again, if you apply those models, you can have a very laser focused targeting as SNI has been mentioning. And then Ronaldo has also mentioned that, you know, it is it is more personalization, it is very exact targeting really helps don't flood people, because because of the digital army, in the pandemic, everyone is throwing information to everyone, but then how do you? How do you make it more personalized? And how do you and then also gauging the interest based on his journey on your website is a win if you can connect that dot that is a real value that you will be able to give and you will get results? Oh, yeah, pretty much.

So see, hi, Rhonda joy, would you like to add something on this?

So I think one case study which I was really fascinated by was I think, I don't see a harm in mentioning because because it's an open case study was we did you know, text analysis, sentiment analysis for the reviews of is gone, you know, and trust me, I mean, this.

Can you hear me as I can hear, okay, okay. Okay. Firstly, hi, Billy.

A moment, please. I just check on with her and get back. I think sling I just lost the conversation because of her unstable connection. We may continue on the same I mean, of rando, if you would like to share some insights on the same? Yeah,

sure. Sure. So I don't want to get into too many details. But I will say, well, they will not have cases on lead generation. There are a lot of cases on e commerce engines. This one was quite exciting, because it was something totally new for me. And this was on forecasting, demand forecasting for a particular hospital based out of South India, I don't want to get into details, but this particular hospital had a lot of challenges. They were wasting food on a daily basis. Okay. I mean, patients and people have in a relative the patients were staying. So more than 20%, wastage was there, they were not able to, you know, demand forecast accurately in the hospital. And as such, they didn't have an AI ml model in place, how to meet these problems, you know, on a daily basis, this hospital would have about, you know, wastage about 50 60% 20% excess food being prepared, how do they cater to the demand? How do they, you know, come up with a budget which caters to this demand. So now, to counter all of that they used an AI ml model with a couple of experts from our industry, and then that I don't get into the concept of this was Karima even he will tell you do you know moving average forecasting, you forecast what kind of food demand Do you need for certain food items. And what they found out is that they should focus on high consumption items only, you know, so high consumption items in that case was, for example, Italy, somewhere in Japan, for example, they had about you know, in South India, so people consume that kind of food, right? So they just focused on those two or three food items that ended up saving them humongous costs, right? They had a central integration engine through which this particular program was running across their chain of hospitals. And as a result, not only did it automate and integrate the entire process, they had this had accurate food demand for that for the day, and for the next month, as well as they could focus for the next few months as well. Okay, not too long, but then that AI ml model enabled them to do accurate food demand forecasting. So that was a mind blowing case study. And I'm sure people who join from this cohort will learn a lot from that apart from the ones which rubbish has mentioned, and I'm sure Sneha will touch upon a few when it's gone and others but yeah, this was quite exciting.

Yeah, so we lost sleep. I'm in the middle. Now that she's back, I will I would like like her to please continue the conversation.

Because I was mentioning about this case study which we did wherein we did sentiment analysis and you know, you basically do something called as bag of words and you understand which are those maybe top performing words and you can then use those words in your digital media posts and promotion. So, you know, you're actually using insights from the data that is available to you, and you're able to understand how consumers are perceiving your brand. So, one, one repeated insight, which keep kept coming with consumers were thinking that the brand is a lot more commercial. So, you know, that was predictive insights that a marketer can give to the, to the brand that you know, you need to tailor make your communication in such a way that it is your brand is not perceived in that way, you know, and obviously, then you can keep testing over a course of time. But when you're changing your communication, or, you know, how it's working, I think that's the first question that you had asked me how you had mentioned about a B testing, you know, and this is something where all brands usually do market research, and AV testing is that classical, you know, to option testing, but what happens is that AI is multivariate. So that that is something which really helps, because when you do something like ad testing, you wouldn't really, you know, know that which which teams drive that change in performance, but AI gives you that kind of power. So yes, the insights are something, which are really, I think, valuable, and they are not subjective, you know, they are, they are so much backed by my data. And this data comes from nowhere else, but from your own consumers, how they have been behaving or perceiving or, you know, interacting with your brand in the path

to truth is to stay home. So one of the things that while I always come across, I mean, one of the key reasons why people join this course is, you know, peer interactions. So how will your peer interactions? Can we know more about that? So Ronnie, I, would you like to add on something?

I mean, where do I start, when you have this amazing ladies, most of them with fantastic background, there's so much to learn from each and every person. I mean, I, we had a, I mean, I was lucky enough to have one kid on our team, I mean, just let the audience know, we split into groups, right, split into about 10, or nine groups. And then each group has a different combination of different people from different backgrounds, needless to say, and then somebody knows, coding somebody doesn't know somebody is good at and I'll pick somebody is good at gathering data. So that whole engine has to work. Now, while you're doing that, now, if you're a close person, you will want to learn anything. But fortunately, we all were pretty open about learning, and then things like ethic, you know, things like b2b sales, things like you know, lens sales were was excellent. I mean, I know of a colleague of mine, I mean, a batch mate of mine who implemented the AI ml classification models in his company for a tech. He's also from Assam. I also from the same state, but then the point here is that I was pretty enthralled and surprised. And that landed up having higher sales and predicting the right set of customers triggering the right lead to the right sales person as well, for that customer is a need that you kind of filter out all the cool leads from there. So that classification model worked excellent for epic. And likewise, you had, you know, I had I got to know uncle really closely. And he's running a company now called advisor consulting. I mean, he was working in retail, and grocery and all of them. So that gave me a lot of insight into coding and strategy, because I spent a lot of time with him. I've had great interaction with Sneha, as well, we've had cross functional groups, wherein we were not able to crack you case studies. And we had to actually have teams across groups and kind of have video calls at night, and crack those case studies. And each person has a different view. We can come up with there was something called a correlation plot, for example, you know, we didn't know professors and teachers, I mean, we have to really find out. And when we presented it, the prefers preflop. And things like these only come when you interact and understand each other spend. So inputs are fantastic from all participants.

Lovely to know about your experience, Roger joy, and I'm sure relations Niihau would resonate with what you say what you said. Absolutely.

Absolutely. And just just would like to mention that we actually played on eternal sprint, and that is what you know, high collaboration Power of One is something the groups were consciously formed in the manner that, you know, we knew that they have people from different expertise in a different industry. That is what I would say the beautiful part of the whole cohort.

Lovely, lovely to know that. So yeah, I mean, since you mentioned about coding, programming, everybody collaborating and you know, doing work and stuff, so I mean, usually modeling or, you know, ai seems to be, you know, a task where People, you know, with high knowledge and expertise of, you know, technical knowledge would be able to do. So I'm sure, we'll be marketers, I mean, how well Were you able to manage with the coding or programming that was included into the course, we would like to know your experience? personally? How would you like like to share your experience into the same? Oh,

you know, my experience with coding, what I'll say is, definitely, it was not easy, it was a uphill task. And we were given the, you know, I would say, there was good hand holding, and professors, or when I used to take our coding sessions, and he used to give us back a lot of assignments. And, you know, it's, when you're doing a course like this, which is, you know, when you're already into a corporate, a bunch of D prepared to also do a lot of self learning. And, you know, you you, if we weren't given everything, like, you know, what I think was spoon fed. Obviously, we were taught the, the framework, the codes, but I think both Ronnie and Ravi Chevelle agree that the groups did a lot of work, you know, and we went on Google, we have to really crack things on our own. And some, so it's, it's about your own self motivation. Okay. I remember there were certain group members who were really very good at analytics, and not so very good with coding, and they were okay to be like that. And you know, then they contributed towards the prescriptive analysis, and all of that, but then there was there were also some of us who were like, No, we also want to know, how do you do all the, our stuff, and, you know, those were the guys who went ahead, broke their heads, spoke to each other. And, in fact, while just that much, we were not restricted only to our cohort, some of our batchmates connected with the data scientists in their organization. And you know, we tried to get insights from them. So what I would say that the coding part of it is definitely something that you will have to put your effort but there's, there's good amount of hand holding and training that been given by the by the professors in the in the sessions.

Now, I just would like to add one point, your coding is just one component, it's a, it's a byproduct, understood from the course first, understand how you communicate with your data science team, your stakeholders, and then definitely every skill is added. This is just one skill. And if you if you keep on doing it, again, depending upon your interest, you get all the avenues and professor, the professor is there. And as I said, there was a lot of hand holding done. And then you know, it is open for anyone who wants to learn everything is open for him. No, it's it's unstoppable there. But that should not be a pro challenge to not pursue the course. True. Yeah.

So, yes, as we've got to know, like, you know, probably you need to have an open mind to get up not to be an expert into the same but yes, I mean, if you want, if you would want to learn something, you want to take a leap in your career, I mean, definitely a little dedication, and this would help you out in your endeavors. So now we get back to the real life problems that you've, you know, done or sold through your capstone projects. So I mean, how well are you being able to implement this at your work and derive benefits out of it? So around enjoy, we would like to know from you like, are you able to derive benefit or the kinds of project work that you've done have helped you in your real life?

Fortunately, or unfortunately, whichever way you look at it, we are productive, right? So whenever there is a FinTech challenge, we are called up for that. And then whenever there is ideation or brainstorming on that, so one such event happened without getting into too many details. And my idea was chosen amongst all the ideas as part of the challenge. And then we were part of the selection committee. So that has had an implication Now there are two three aspects here. I'm just not talking about technical one is I out of all the models, I really found recommendation engines exciting, right? So in banking, you choose a credit card, are you able to are you able to let the customer know in his customer journey in internet banking, for example, that he can then choose an account or a fixed deposit or mortgage or what type of mortgage or if you're choosing an investment product, is he able to then choose A team which he based on his search history, or if he's trading on a particular stock, are you able to then if you're using Apple, then you're giving him technology, stocks, and so on and so forth. There are umpteen number of examples. So that's that really excited me. So that was the kind of suggestion we look at in banking, and banking, financial and insurance industry today. Next best product classification on lead generation, these are extremely important at predicting profits also. So, considering that these have had real life implications for me as a person, and not only that, while we are designing a marketing campaigns, we are able to now dwell deeper, like Rebecca pointed out, we are not only moving into predictive, we're moving one step ahead into prescriptive, prescriptive, what do we mean? So we're not saying that this customer will behave in this manner? Now we know that if this customer behaves in this manner, how do we implement? And how do we implement just generic know how to implement a and b, right, or C or D. And then if the analytics team is talking earlier, it was gibberish. Now we exactly know what they're talking. And if they're talking something which is not accurate for your business, you're able to question them, or you're able to have a sensitive conversation with your data scientists, I'm using the word sensitive because you can't reach that line, right? I know, most of you understand what I mean. So these things, these four, five aspects really help you and then the management takes you seriously, and knows that you are translator, there's no role as a translator, but you are looked upon as a translator. And you're positioned well, in that domain of expertise. So it really helps you to position your overall and propel your career within the organization or no businesses Well,

good to know that. So arratia How have you been able to implement and derive benefits I already

mentioned. So firstly, as I'm driving analytics as Indians and all the marketing global programs, one, and then content syndication is one of the projects that we are working on. So yeah, I mean, likewise, there are a lot of projects and in GTM optimization as well, I mean, we are as as our OneDrive mentioned that, you know, we are advising product marketing team that Yeah, based on the previous year's intelligence, and then you know, adding the other layer of intelligence, we are AI, we are just providing them that Yeah, you should be focusing on, you know, last year it was 16 launches, but this year, it should be 12. And then we should have laser focus results driven, I mean, data driven in the real sense. And we are able to predict the the expected outcomes before it is launched. And then if it is, and there is a regular check and balances with the learnings from the course. And then we come up, we, we adjust our strategies, and then we are on point to our target what we plan to achieve. And there are a lot of campaigns and I would say product launches, we have really got great results. Lovely, lovely to know that. So snia How about you?

In fact, you know, I was in group seven, and my capstone project, we did actually to Prague, two data sets. So, one of the data sets for was for my company itself. And we basically did, you know, we did forecasting of our key products using the Arima model. And as a group, we came up with such fantastic insights, and, you know, that really helped me have have a good dialogue with my operations team, you know, because what happens is that, you know, when in healthcare you have, you have multiple new product launches, you know, which can happen one after the other. And, usually, the inventory, I mean, something the stocks is something which is really very crucial, because you have everything lined up and imagine if, you know, your stock out or say your overstock, you know, and as a market, you're, you're not just restricted, or your role is not just restricted to, you know, launching the products or deciding on the price or the communication, but also, it's like ensuring that your product is there with your sales team when they actually, you know, and obviously, then with the, with the end users, so, we found out some certain, you know, there were certain issues that were there. And I had a good dialogue with my operations team, and we were able to rectify certain, you know, aspects of it, but it's also very important to understand, you know, that, see, you need to have, like, you know, you can't like just like you know, you've done a course today and you go back to your organization saying that, okay, now from tomorrow, everything is going to be our way or Python way or you know, something like that, because, obviously there is a lot of investment that is also required, you know, one big, all faced was that you just can't use the data that you have As is you that's, in fact, to make a model out of data, the data has to be in a in a particular format has to be really clean so that you're going to require resources. You know, you so it's a journey like, so, obviously, with the operations team, we realize that we prepare milestones that, okay, how and by When can we go to a fully automated? level? You know, so right now, it's still a mix, it's like a blend, but what I'm happy about is that it has started some way, you know, and I was able to contribute to that, that start so because I, I did the program? I could, I could do that. Yeah.

That's great. So I think, a lot of questions that, you know, one clarification that I have got from the panelists in there. So now, I would like to and very comprehensive answers that I've received. So I will allow now turn on to the attendees, and there, they've dropped in a couple of questions, I believe a few questions on the chat window in there. So, the very first question that I would like to take, can we choose AI to track anxiety change in the customer, while purchasing a product in the supermarket places? So, I think arratia would you like to take up this question?

anxiety change, see, I mean, in the retail experience, so, see, if it is online, definitely can be done, but then how do I how do I put it on? So this will have some more neuro neuro marketing component has to be, you know, added on to this, but then I don't think that AI can definitely, because I am not aware of I have never done a deep dissection into that. Roger osmia would you would you like to throw some light on this because to me, ai on anxiety during the you know, a person is in store is something little?

Maybe, I mean, even my experience on that front is I don't come from the industry, but maybe one thing I can relate to is that since we are talking about anxiety change in consumers, this is not to do with retail, but I remember we had a speaker session by the vice president marketing of old biology, and she was talking about the the web series that go on all the biology you know, and how, with AI, they are able to try you know, which other which are the shows, which are most liked, which are most disliked? And on what timings you know, on particular time slots, are they been viewed more or viewed less. So I think when you are talking about anxiety change, or maybe you're talking about something to do with emotion, that comes into picture, definitely AI does have a role to play in it. Because even say, when you're doing something called as a sentiment analysis, and, you know, you we were taught about the deal of emotions, where, you know, you have emotion spanning across whether it's anger, sadness, happy, frustration, etc. And you can really pick up and you can understand that what are those emotions, which the consumer is having towards your brand, and the only exception to, to these emotions was sarcasm, like, I remember that. We were told that, you know, AI can actually pick up any emotion, but it cannot really differentiate between sarcasm. So the person who has asked this question, you know, I think what I'll say is that, before diving into AI, you know, it's important to first understand what your problem statement is, and what is the you know, what, what do you really want to achieve out of it? Because it's only then can you, you know, fit in a model. Yeah, because otherwise it's vast. You know, the, as they say, more the data, the better the insights. So you'll have to then fit in the model accordingly, but yes, I think emotions anxiety being part of it can be can be dealt with and can be derived with the ai ai can play an important player role.

lobby to know your insights on this. And there is a direct question to our owners that is put up. How can a wealth management company benefit by using AI in acquiring prospects?

Yeah, good question. So, there are many aspects here, I don't want to give the full history, I'll be pretty terse answers. One way is that if I have a new two bank website, and so say, I have a set of mutual funds, I don't want to get into definition of mutual funds. But I have funds and ETFs. And I have a whole digital portal, you know, I have a website. And on the website, I have people visiting and going off. So the data that is unstructured that could be structured or unstructured data, they could be people visiting from social media, from various other channels, and coming and landing on this page. Now, the content which comes out of this page, I can gather the data, and then I can classify based on the history and the behavior in terms of what they're searching for, in which places you know which tab they're searching for through clickstream analysis, okay, I could also have a bot out there, I could have a chatbot and acquisition bot at the top of the funnel, interacting with this person, and giving him insights on what are the top three or top two mutual funds and all. And if this person is interested at the top of the funnel, the lead goes on to the salesperson, now I can't be sending random leads to the salesperson, right because it's a new bank, for example. Now, for that particular customer segment, I should be able to then build a classification model, which then identifies whether the lead is hot or cold, in the sense one or zero. And then accordingly, the hot leads are then triggered on to the sales team. And it's fed into the CRM system. And from the CRM system, there is a marketing automation tool, which then sends out hyper personalization emails to this customer. So that's for a new domain. For an existing customer, it gets even more interesting, you already know his behavior, you have lots of data. For example, if you have a digital well, portal example, that's a very close to my heart. So now, when you when you start the journey, you you probably through AI and machine learning models could be neural network, or SVM, or whichever, you probably could be giving him right, and you could have association rules on it. You could have, you know, item or user based collaborative filtering, you could be choosing a particular theme for climate change. And he's choosing you know, exotic products, or he likes, you know, some structured notes. So this can find probably is categorized as exotic. So next time when he visits that page, I kind of show him themes around that only, I kind of join funds and themes and structure products and, you know, bonds or equities around that team only. So that's that, that builds a recommendation. And when he's about to exit, I kind of give him you know, top four or five funds, which probably he would have liked to see, but he's forgotten about. So that can be also used by AI. And in the customer journey, if he breaks his journey, I kind of also have a model wherein problem I bought reaches out to him, you know, so there could be three, four different elements through AI ml based model where I can have AI interventions for the customer journey for new and existing. Open answer your question.

Please ask this question. And I'm sure this answers, you know, his query, there's a question that is supposed to sneak up. I am not from marketing background, but would like to apply similar concepts and research content around in IT infrastructure and cloud computing space, should I be worried about the marketing technologies?

Yes, in fact, you know, as I said that, the the capstone project, which I did was actually not to do with anything about strategy, branding, customer segmentation, or, you know, it was about forecasting. Okay, so, you, you say that you're from Cloud computing, and from content recently, I did sort of a small kind of a workshop with, in fact, this is an interesting question, because I actually had made a few notes for this talk. So this particular organization was actually industry cloud for Life Sciences now, since I come from healthcare, but maybe you can relate it to that. And, you know, now they had products, which had to do with content management, they had products, which had to do with when you know, it's healthcare, there are clinical trials, there are regulatory aspects, which are to do with the products. So what happens is that when you have an automated module, just imagine the regulatory requirements of every country are so different, you know, and it's just that the, the model or the system tells you that okay, what is missing and what is not missing, say, when it comes to your, the label that we go on to your product, and all this is cloud based. I mean, the beauty of having a cloud cloud base is that every department so be it marketing, lead management, D regulatory B clinical trials, which previously would have worked in silos would now have that visibility, you know, and all of them would know that okay if this is my product, and if this is Okay, so, this is in this phase or this trial or this, you know, this phase of the entire process, and they would have access real time to, you know, how far that the product has reached to maybe the final stage of whether it's the trial or whether it is the regulatory approval for marketing into that particular country. So, you may not be from marketing background, but AI and its applications are up, if you ask me today they are in every field every function of an organization, you know, be it sales, I mean, for the sales guys, I think they will be if they are able to understand their customers better, they will be able to even pitch and tailor make their communication about their products to the customers better. So that will be for the sale. Similarly, I told you about regulatory in marketing we've already discussed for that matter of commercial aspect and wealth management already, Romney has taken up so, it's not that you just have to be like, it's not just restricted to marketing. I hope that answers your question.

Neha, rubbish I hear I just had to have a hard stop at seven o'clock. But that any questions for me for now, if I can answer right away, or you can probably reach out to me and I can I'm open to answer any one connect any time we can have another session, because I am the moderator of that call. So, no problems relation, I can extend for another two minutes. Any last. Any question? One question? I believe this I can answer this question is like the one on from the manufacturing, I believe this some I mean, if you can just to replicate all the all the the nuggets that Rona joy shared, I mean, as I come from Hitachi Ventura, which is manufacturing, I mean high on a manufacturing conglomerate, and then we did our Hitachi smart customer experience. So, this is a solution, which we developed and definitely has component on demand sensing on demand forecasting. You can use AI models, again, those recommendation engines, and you have the RFM models, I mean recency frequency and the monetary value of the customer, existing customer base. And likewise, you can forecast the, you know, how does the demand look like? So,

great reviews are great to, you know, have you here? and answering this question. I think this is very helpful for for, you know, the attendee here who's put up this question in there. And due to time restrictions, I mean, I definitely understand that you have the commitment and there. So a couple of minutes that I would like to take from Sneha and Rajoy there. We look forward to having you in other conversations. Definitely. You know, they needed clarification and and to everyone.

I wish everyone all the best. And any questions you have, please connect with talentsprint team, they are happy to answer any question coming through her. So thank you. Thank you, everyone. Bye Sneha and Donna joy will connect later, motivational thank you for the opportunity to provide.

Nia I just had a point on somebody who asked I mean, it's not an exact answer. But I come across an article sometime back on the in store anxiety. I mean, this. It's it's a very unique concept. Everything, it's pretty new to us. I'm just sharing my thoughts may not I mean, it's a new concept post comment specially so. So it's in here you have something called image recognition, right? And then you have AI video surveillance cameras, which have come into Europe and US, everything originates from us generally. And it's still under experimentation. India is far away. I think it's gonna take a little while, but they have identified customers and red as red customers or green customers. Correct. Customers are the one who show behavior of shoplifting, etc. Green customers are ones who, you know, engage with the people on the floor. So they could be triggers of two engagements or more or one engagement or more, or buying two, three products or more. So it doesn't measure anxiety, exactly. But it does measure behavior to an extent, especially in the post COVID era where social distancing isn't involved. There are a lot of stores which are trying this out and there's a Forbes article on it. You'll find it on booming for sure. Okay. Just wanted to say that.

We do have this information, I am sure. I mean, the attend us put up the question would be benefited out of this. Same, we have other questions as well, wherein his knowledge or experience about digital marketing mandatory to benefit from this. Any of you I mean, sneak our knowledge, I would like to take up this question. So

we, if we did have the team members in our cohort, who were not from a digital marketing background, and this course, does have a module on digital marketing also, you know, so Professor surbana does touch upon digital marketing towards the next module. So, I don't see that, you know, not having that background should stop you from picking up the course, or something. It's not, it's not according to me, it's not a must to have.

Great. So, one more question, one last question that we would like to take in here. And then I think we are exceeding the time in there. So we'd like to wind up. So how can we use AI? I'm sorry, oh, what are the major programming languages we need to learn for AI powered marketing program.

You don't need to learn anything, you can go through our you can just read through our I mean, our has a plethora of concepts and programs right are in our studio. They're not teaching Python here in this course. So within R, then you have the codes, and everything is customized by Professor Surma is going to teach you and the concepts obviously, Professor Sherm is going to take you through the concept. And then and before all of that happens, they're going to take you to the basics of marketing and statistics and all of that. So you don't need to get flustered too much and go searching all over the place. But to get an idea, you can go through our I would say, you can go through stack flow, get a brief concept, you can go through analytics with them. That's another place you could go and you know, research some information, don't get into too much of technical research, because you will have a preconceived mind. And you might, you know, maybe you should understand, but I'm saying that don't load yourself with too much information. Otherwise, you will miss what's being taught in class. And obviously, once you're taught in class, you will need to take the extra hard yards to research while you're doing coding and etc. Hope that answers your question. Happy to take couple of questions are very

short. So with these, you know, with these many questions, and I'm sure I mean, people would be able to help, you know, get help from the kind of insights that if they've got from the pilots in case, if you have more questions, you have my email address and number on the chat up there. You can reach me here in case if you would like to have a conversation with the panelist even after the assignment, I can arrange your alumni call if the time permits or the skill you will need the you know, the alumni isn't there. So that definitely that's that's a part that we are going to look at. But wonderful to have you Sneha Rajoy and of course, as you know, on this comprehensive talk and interaction in there. And there's a poll for the attendees that I'm launching here that you would if you would like to answer the same, please complete the poll. And then, you know, leave the conversation that. So with this, I mean, a very warm evening, everybody, and thank you so much for sharing your insights or honor, joy and Sneha in there, I'm sure this would help the aspirants you know, and in knowing more about the program and, you know, getting their queries, clarified whatever they had in their mind and taking up a decision, you know, ASAP in there. Thank you so much.

Thank you very much. That's amazing, I can see that. A lot of LinkedIn requests. I'll probably go a bit slow on that, we'll be able to respond immediately. But yeah, we'll try and connect as much as possible. Thank you,

me. I was trying to answer the questions, because I could see there. In fact, I tried to clarify a little bit on one in the chat as well, so you can reach out to us. And if you have any questions later, happy to share

clgs with the people they've already, I mean, they've been pinging me and I I've shared a few questions that even Russia and Roger. So definitely I'll be reaching back with you guys in case if the time permits in there. And yeah, I have shared my email address and my contact number. You can always reach me there for any clarifications in there. Thank you so much. Thank you very much. Thank you. lovely evening, everybody. Bye

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