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FT - IT Era > Personalization > Flashcards

Personalization Flashcards

1
Q

is “a process that
creates a relevant, individualized interaction between two
parties designed to enhance the experience of the
recipient.”

A

personalization (According to Gartner)

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2
Q

is the act of tailoring an experience or communication based on information
a company has learned about an individual

A

Personalization

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3
Q

What types of experiences can be tailored? Most of the channels in which customer
interactions take place can be personalized. Some of the main ones include:

A
  • Websites
  • Mobile apps
  • Emails
  • Web apps (like a SaaS application)
  • Online ads
  • In-store/in-branch communications
  • Online chats
  • Call centers
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4
Q

What kind of information can be acted on to tailor experiences in those channels? It’s
basically an unlimited list that contains any information a company can collect about its
customers and prospects. Some of the most common include:

A
  • Geolocation
  • Source (such as search, email, social, paid ad, referring site, etc.)
  • Firmographic information for B2B (such as industry, company, revenue, employee
    count, technology stack, etc.)
  • Buyer persona
  • Buyer status (e.g. customer or prospect)
  • Time of day
  • Browser or device type
  • Number of site visits, logins, or pages/screens viewed
  • Active time spent
  • Time elapsed since last visit, email open, call center interaction, etc.
  • Purchases made, articles read, videos viewed, etc.
  • Lifetime value (LTV)
  • Mouse movement (scrolling, hovering, inactivity)
  • Affinity toward content and products along with their characteristics (categories, tags,
    brands, colors, keywords, etc.)
  • Email opens and clicks
  • Push notification dismissals or click-throughs
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5
Q

It is the simulation of human intelligence processes by
machines, especially computer systems. These processes
include learning (the acquisition of information and
rules for using the information), reasoning (using rules
to reach approximate or definite conclusions) and selfcorrection.

A

Artificial Intelligence

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6
Q

AI can be categorized as

A

Weak AI / Strong AI

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7
Q

also known as narrow AI, is
an AI system that is designed and trained for a particular task.

A

Weak AI

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8
Q

also known as artificial general intelligence, is
an AI system with generalized human cognitive abilities.

A

Strong AI

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9
Q

allows individuals and companies to
experiment with AI for various business purposes and sample multiple platforms before making
a commitment

A

Artificial Intelligence as a Service (AIaaS)

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10
Q

Types of Artificial Intelligence

A

Type 1: Reactive machines.
Type 2: Limited memory.
Type 3: Theory of mind.
Type 4: Self-awareness.

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11
Q

the IBM chess program that beat
Garry Kasparov in the 1990s.

A

Deep Blue

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11
Q

can identify pieces on the chess board and make predictions, but it has no memory and cannot use past experiences to inform future ones. It analyzes possible moves – its own and its opponent – and chooses the most strategic move.

A

Deep Blue

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12
Q

An example is Deep Blue, the IBM chess program that beat
Garry Kasparov in the 1990s. Deep Blue can identify pieces on the chess board and make
predictions, but it has no memory and cannot use past experiences to inform future ones. It
analyzes possible moves – its own and its opponent – and chooses the most strategic move.
Deep Blue and Google’s AlphaGO were designed for narrow purposes and cannot easily be
applied to another situation.

A

Type 1: Reactive machines.

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13
Q

These AI systems can use past experiences to inform future
decisions. Some of the decision-making functions in self-driving cars are designed this way.
Observations inform actions happening in the not-so-distant future, such as a car changing
lanes. These observations are not stored permanently.

A

Type 2: Limited memory.

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14
Q

This psychology term refers to the understanding that others
have their own beliefs, desires and intentions that impact the decisions they make. This kind of
AI does not yet exist.

A

Type 3: Theory of mind.

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15
Q

In this category, AI systems have a sense of self, have
consciousness. Machines with self-awareness understand their current state and can use the
information to infer what others are feeling. This type of AI does not yet exist.

A

Type 4: Self-awareness.

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16
Q

AI Applications

A

AI in Healthcare.
AI in Business.
AI in Education.
AI in Finance.
AI in Law.
AI in Manufacturing.

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17
Q

The biggest bets are on improving patient outcomes and reducing
costs. Companies are applying machine learning to make better and faster diagnoses than
humans. One of the best known healthcare technologies is IBM Watson. It understands natural
language and is capable of responding to questions asked of it. The system mines patient data
and other available data sources to form a hypothesis, which it then presents with a confidence
scoring schema. Other AI applications include chatbots, a computer program used online to
answer questions and assist customers, to help schedule follow-up appointments or aid patients
through the billing process, and virtual health assistants that provide basic medical feedback.

A

AI in Healthcare.

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18
Q

AI can automate grading, giving educators more time. AI can assess
students and adapt to their needs, helping them work at their own pace. AI tutors can provide
additional support to students, ensuring they stay on track. AI could change where and how
students learn, perhaps even replacing some teachers.

A

AI in Education.

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18
Q

Robotic process automation is being applied to highly repetitive tasks
normally performed by humans. Machine learning algorithms are being integrated into
analytics and CRM platforms to uncover information on how to better serve customers.
Chatbots have been incorporated into websites to provide immediate service to customers.
Automation of job positions has also become a talking point among academics and IT analysts.

A

AI in Business.

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19
Q

AI in personal finance applications, such as Mint or Turbo Tax, is
disrupting financial institutions. Applications such as these collect personal data and provide
financial advice. Other programs, such as IBM Watson, have been applied to the process of
buying a home. Today, software performs much of the trading on Wall Street.

A

AI in Finance.

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20
Q

The discovery process, sifting through of documents, in law is often
overwhelming for humans. Automating this process is a more efficient use of time. Startups
are also building question-and-answer computer assistants that can sift programmed-toanswer
questions by examining the taxonomy and ontology associated with a database

A

AI in Law.

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20
Q

This is an area that has been at the forefront of incorporating
robots into the workflow. Industrial robots used to perform single tasks and were separated
from human workers, but as the technology advanced that changed.

A

AI in Manufacturing.

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21
Q

A few
data management best practices organizations and
enterprises should strive to achieve include:

A
  • Simplify access to traditional and emerging data.
  • Scrub data to infuse quality into existing business processes.
  • Shape data using flexible manipulation techniques.
22
Q

is an administrative process that
includes acquiring, validating, storing, protecting, and
processing required data to ensure the accessibility,
reliability, and timeliness of the data for its users.

A

Data management

23
Q

Benefits of Data Management

A
  1. Personalizing the customer experience.
  2. Adding value to customer interactions.
  3. Identifying the root causes of marketing failures and business issues in real- time.
  4. Reaping the revenues associated with data-driven marketing.
  5. Improving customer engagement.
  6. Increasing customer loyalty.
24
Q
  • from the Greek word “ergon” meaning work, and “nomoi” meaning natural laws
  • is the science of refining the design of products to optimize them for human use.
  • is sometimes known as “human factors” engineering
A

Ergonomics

25
Q

Ergonomics is an important part of _____ in the product development process. Its
purpose is to increase the safety, comfort and performance of a product or an environment,
such as an office.

A

research

25
Q

Categories of Ergonomics

A

Physical ergonomics
Psychological ergonomics
Organizational ergonomics

26
Q

Ergonomists can help you
to identify which user characteristics you should take into account during your design process.
This is important when you consider how much individuals vary in terms of:

A
  • body size
  • body shape
  • strength
  • mobility
  • sensory sensitivity
  • mental ability
  • experience
  • training
  • culture
  • emotions
27
Q

looks at how human anatomical, anthropometric, physiological and
biomechanical characteristics relate to physical activity.

A

Physical ergonomics

28
Q

studies mental processes (eg perception, cognition, memory,
reasoning and emotion) and how people interact with products, systems and environments

A

Psychological ergonomics

29
Q

is about optimizing the organizational structures, policies and
processes of socio-technical systems.

A

Organizational ergonomics

30
Q

is a field of biology that studies how traits are passed
from parents to their offspring.

A

Genetics

31
Q

Genetics is built around molecules called ___

A

DNA

32
Q

to mark or stamp something, like with the
name of a publisher. It also can refer to any kind of impression or
influence.

A

Imprint

33
Q

most popular social media platforms
used for marketing that exist today are:

A

Facebook
* Twitter
* Instagram
* YouTube
* Tumblr
* Pinterest
* LinkedIn

34
Q

The Benefits of Social Media Integration on Your Website

A
  1. Social Media Integration Makes Your Website More Interactive .
  2. It Encourages Conversation
  3. It Expands Your Social Following
  4. It Enhances Your User Experience
35
Q

is the process of taking something that already exists – a
website, an enterprise application, an online community – and
integrating game mechanics into it to motivate participation,
engagement, and loyalty.

A

Gamification

36
Q

Gamification Applications

A

Marketing
Health
Education
Websites

37
Q

is the practice of taking a media property and extending it into a different
medium to either expand upon the material or bring greater attention to it.

A

transmedia

38
Q

in its simplest form consists of in-game advertising for real-world
products & services. This could look like messages, images or videos promoting a brand,
product or service within a video games’ world

A

Brandification

39
Q

is an online video game that promotes a particular brand, product, or
marketing message by integrating it into the game template, created expressly for promotional
purposes.

A

advergame

40
Q

Nike launched Nike+Run in 2010 as a gamification platform that tracks and gamifies
your run time, distance covered, health levels and compares yourself to your previous
recordings and others within your social field. They have a leaderboard, points and badges. This
is a classic example of live feedback and micro-measuring progress to helping runners to
improve and progress in their personal goals.

A

Physical Health: Nike

41
Q

comes in the form of an app that uses gamification to increase user
completion and mastery of a level of meditation before moving on to a more advanced
section. Each session is about ten minutes long and usually in audio format. Gamifying the
process helps users to track their progress in bettering their mental state and in truly seeing the
strides they’ve taken towards being better balanced.

A

Mental Health: Headspace

42
Q

Other organizations like CrossFit have done well with their group connection and
leaderboards but Les Mills ‘Be Moved’ utilizes gamification to another level. They do group
classes on stationary bikes with a computer screen in front of them, simulating a futuristic
roller coaster. Once you log in, it tracks your scores, provides leaderboards and if you don’t
show up to class it gives you a warning (an example of loss aversion). 7/8 of our gamification
core drives are displayed within Les Mills’ ‘Be Moved’.

A

Group Workouts: Les Mills

43
Q

Math Blaster and Treasure Mountain are some of the earliest examples of popular
educational games, however, one of the best and most current examples of Game-based
Learning is Minecraft: Education Edition. This game teaches students how to code through one
of the most popular game formats in the world. If you’re a teacher you already know a lot of
your students love this game and the game mechanics that come with it.

A

Computer Games: Minecraft - Education Edition

44
Q

allows you to create a multiple choice quiz through a quick website link share.
This allows for students to use their phones in a productive manner, participating in selecting
or typing their answers to in-class quizzes in real-time. Kahoot is one of the most
straightforward and interactive examples of gamification motivating people in the classroom.

A

Classroom: Kahoot

45
Q

is a simple gamified eLearning platform. Teachers can cut and paste
YouTube links and classroom notes into a learning pathway. Where it gets really fun is with
the addition of gamification strategy in the form of class quizzes, educational video games,
mixed media exams and awarded certificates upon completed courses for an all-around
gamification learning experience.

A

eLearning Platforms: Archy Learning

46
Q

It is the ability of a machine or program to identify words
and phrases in spoken language and convert them to a
machine-readable format.

A

Speech Recognition

46
Q

was the original website and brand which not only
built their company around the premise of gamification but grew 10x in size in just five years
of implementing game elements into customer onboarding. Bringing both real life and online
elements to their brand, store and website

A

Physical & Online Locations:

46
Q

In August 2010 Devhub announced an increase in the number of users who completed
their online tasks from 10% to 80% after adding gamification elements. Social websites like
Facebook, Twitter and Linkedin now have implemented game elements into their sign-up &
account processes as a result of DevHub’s success. The easiest tool to Gamify your site is
through the largest DIY website engines in the world; Wix & Shopify allow users to add games
to eCommerce stores in order to encourage engagement and email subscriptions

A

Website: DevHub

47
Q

The most well-executed example of gamification within a social site can be found on
Reddit. Using badges, points, leaderboards, personalization/avatars, coins and many other
elements and mechanics to increase engagement, Reddit took a basic blog website and
transformed it into one of the top 10 most visited sites in the world through gamification.
Through gaining points for the amount of time you write, interact and have simply been a
member on the site, you can buy “coins” and “gift” them to article writers. This is a great
example of intrinsic motivators building up a website’s following.

A

Social: Reddit

48
Q

It is a technique used to develop an understanding of the age,
sex, and racial composition of a population and how it has
changed over time through the basic demographic processes
of birth, death, and migration.

A

Demographic Analysis

49
Q

The practice of iterative, methodical exploration
of an organization’s data, with an emphasis on
statistical analysis.

A

Business Analytics

50
Q

is the use of internet-based social
media programs to make connections with friends, family,
classmates, customers and clients.

A

Social networking

51
Q

Advantages of Social Networking

A
  1. Marketers use social networking for increasing brand recognition and loyalty.
  2. Sharing blog posts, images, videos or comments on social media allows followers to react,
    visit the company’s website and become customers.
  3. Increased company posts rank the company higher in search engines. This helps establish a
    brand as legitimate, credible and trustworthy.
52
Q

Disadvantages of Social Networking:

A
  1. Costs for those hours add up quickly. In addition, businesses need many followers before a
    social media marketing campaign starts generating a positive return on investment (ROI).
  2. Because every business is unique and has a different target demographic, history and
    competitive marketplace, no single marketing strategy works for every business.
  3. Because social networking companies want businesses paying for advertising, companies
    often restrict the amount of reach businesses may receive through unpaid posts.

FT - IT Era (4 decks)

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