1. Tell us about your role at Playable?
Hello my name’s Bob and I’m good with computers. I work with Playable customers – marketers who want to improve their video marketing – and partners in the US. I’m the tech founder, so I built the first version of the product and help better engineers delete my code. I’m the CEO so I try to remove obstacles from the road before they block the rest of the team. And we’re just entering week #5 of the lockdown in California so I help my kids with their remote schooling.
2. Can you tell us about your journey into this market?
I’m a video-tech guy. My previous company – Incoming Media – optimized video delivery over cellular networks, using lots of data, and machine learning.
Now, Playable optimizes the video content itself, use lots of data, and AI.
About 3 years ago I met the investors who’d been growing a portfolio of video-tech and email-tech patents. We tested a product concept and quickly won some early customers, so we decided the timing was good to build a business around those patents. That’s now Playable, the leader and pioneer in data-driven video marketing.
3. How do you think technology is upgrading marketing sector?
Two big trends we see in mar-tech are data and democratization.
Marketers have been using data such as personalisation, purchase histories, recommendation engines and A/B testing for years already. What we’re seeing coming over the horizon is new datasets being used to assist new parts of the marketing value chain. For example, Playable uses engagement data – clicks on videos in emails, or downstream checkout conversion data – mixed with data from computer vision analysis of video content, to learn what sort of video content works best.
Democratization of video marketing also uses that new data of what works best, plus AI to automatically create video content for marketers, and tools to empower marketers to quickly and easily adjust those videos without needing to hire their own videographers and data scientists.
As 80% of customers are more likely to make a purchase when brands offer a personalised experience, personalised CX needs to become the norm for brands.
With the continual evolution of technology, customers expect more from their online and offline shopping experience.
To meet their needs, you need to understand their sentiment towards your brand as well as your competitors.
Businesses can do this by analysing and tracking their online opinions from social media posts and online product reviews.
Analysis of this data will help you make personalisation key as it will help you avoid customer frustrations and make their journey more enjoyable.How do you personalise customer experience?Personalisation through AI and NLPAI and NLP can help personalise your CX by helping you understand and respond appropriately and quickly to your customer’s needs.
For instance, Macy’s used an AI-powered bot to offer real-time responses to customers, merchandise recommendations and personalised offers for a better customer experience.
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