Leveraging Artificial Intelligence to Make Smarter Decisions
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The document discusses leveraging artificial intelligence to optimize media spending and drive revenue for a large insurer that covers approximately 16 million households. It outlines a process where AI analyzes voice data from calls to provide insights on customer interactions, improving decision-making for marketing efforts. The solution aims to close the visibility gap into conversions and enhance the efficiency of acquisition strategies.
Leveraging Artificial Intelligence to Make Smarter Decisions
- 1. Leveraging Artificial Intelligence to Make Smarter Decisions
- 3. INVOCA MODERATORS AND SPEAKERS Angelique Davis Sr. Enterprise CSM Sean Storlie Director, Product Management
- 4. Dave Stephenson Marketing Manager • Nation’s largest publicly held personal lines insurer • Protects approximately 16 million households with auto, home, life and other insurance • The brand’s network of small businesses offers products and services to customers in the United States and Canada
- 5. • Performance marketing agency • Provides paid search, natural search, social, display, affiliate, and mobile marketing solutions to a variety of Fortune 500 and smaller clients • Based in Chicago, operates in 34 global marketsColin Hart Media Manager
- 6. THE BUSINESS CHALLENGE ~45 Days 6
- 7. THE BUSINESS GOAL Optimize media spend & drive revenue Make decisions on business outcomes Look-alike Suppress Adjust Bids
- 8. THE SOLUTION ~45 Days Leveraging Signal AI to uncover outcomes in real-time.
- 9. ARTIFICIAL INTELLIGENCE Using voice data to uncover insights
- 10. TRAINING PREDICTIONS Using voice data to uncover insights
- 11. Determining the Outcome of their calls for paid search optimization ALLSTATE USE-CASE
- 12. AI CLASSIFIERS Quote Inquiry Policy Purchase Policy Cancelled
- 13. Historical Call DataCall Records Call 1 Call 2 Call 3 Recording Quote Inquiry PolicyPurchase PolicyCancelled Link Link Link Observed Outcomes True True True False False False TrueFalseFalse Step 1: GATHER TRAINING DATA
- 15. AI Classifier: “Quote Inquiry”Training Data Quote Inquiry Step 3: TEXT TRANSCRIPTIONS TRAIN CLASSIFIER text text text text text text text text text Not Quote Inquiry
- 16. Quote Inquiry Training Data Validation/Testing Not Quote Inquiry TRAINING DATA SLICING
- 17. AI Classifier: “Quote Inquiry”Validation Step 4: CLASSIFIER VALIDATION / TESTING 90% Accurate ? ? ? ? ? ? ? ? ? ?
- 18. AI Classifier: “Quote Inquiry” Actual Step 5: CLASSIFIER PREDICTION New Call ? prediction verifiedunclassified
- 19. AI FRAMEWORK & PROCESS Training Data Predictions Compare Retraining Through Direct Feedback Validation Slice Accuracy
- 20. BUSINESS RESULTS Optimize media spend & drive revenue Making decisions on business outcomes, not just calls Look-alike Suppress Adjust Bids
- 21. USE CASE Challenge: Zero visibility into conversions Solution: Leverage Signal AI for conversion data
- 22. USE CASE Challenge: Closing the loop in a reasonable timeframe Solution: AI Signal conversions occur in real time
- 23. USE CASE Challenge: Optimizing for acquisition Solution: Leverage insights from each call to determine caller type
- 24. Uncovering your most valuable voice interactions. SIGNAL AI