EmailTree AI : when supervised Machine Learning meets Marketing Automation

Walking through our digital transformation process since 2010
while always keeping in mind that customer satisfaction means recurrent revenues.

1. Copyright© 2018 EmailTree, a division of BWM Mediasoft WHEN SUPERVISED MACHINE LEARNING MEETS MARKETING AUTOMATION Copyright© 2018 EmailTree Walking through our digital transformation process since 2010 while always keeping in mind that customer satisfaction means recurrent revenues

2. Electronic software distributor since 2003 Copyright© 2018 EmailTree E-commerce websites, like: fsecure-engie.bydownload.net Copyright© 2018 EmailTree

3. Copyright© 2018 EmailTree, a division of BWM Mediasoft 2010-2011 E-commerce Awards in Paris, we presented 2 technologies : Order recovery tool 1 click renewal procedure To do what ? We observed our customers and their behaviour/history. 1. During the ordering process, some of the orders were abandoned. Type of payment used/rejected (why?), product ordered, old or new customer, other elements observed and learned in the past >> “ Here is your order, we propose to finish your payment with an alternative method… .” 2. Customer with a subscription expiring on the … The system watches every customer profile and every information detected to propose the subscription at the right moment with 1 click renewal. Copyright© 2018 EmailTree

4. Copyright© 2018 EmailTree, a division of BWM Mediasoft 2012-2016 “WAKING UP” the sleeping customers Hundreds of customer profiles containing different types of data. Name, email, address, products, expiring data. Using Machine Learning to PREDICT the right moment when to wake up a customer, with the right product / service. Using Filters Using actions to perform -> hard coded in our system Copyright© 2018 EmailTree

5. Copyright© 2018 EmailTree, a division of BWM Mediasoft Why ? When me, as human operator, I check some type of data (associated to a customer) and perform some actions in our CRM / ERP, there are logs that are registered in that CRM / ERP. Imagine what we can do with all these logs, how can we add them into a supervised machine learning process, in order to use them in my marketing automation process. Check, open menu, select, if X, then do Y, etc. Copyright© 2018 EmailTree 2016-2017 Logs registered in our CRM / ERP

6. Copyright© 2018 EmailTree, a division of BWM Mediasoft 2017-2018 Respond to emails in seconds! 1. Email understanding 2. Supervised learning Actions and reply generation 3. Tasks automation Increase customer satisfaction better response time reducing costs increasing sales . All this with the same team!

7. Extracting meaning from emails Gathering a dditional information “I would like to rent four bikes on 20th of May …” Service Product Order details Existing client Orders history Weather 20 MAY - NLU and NLP to extract the essence of the message Generating answers and tasks Learn and take actions Standard offer generated! Bonus offer: 30% discount Bonus offer: choose offer Choose a bonus offer Free rain covers Send offer Send offer 1 Free bike Complete task automation Copyright© 2018 EmailTree 72% 10 MAY 85% 15 MAY 91% TODAY Copyright© 2018 EmailTree Learning score improvement

8. We are now working to integrate different types of inputs: - PDF to text - Fax to text (OCR) - Letter to text (OCR) - SMS to text - Internal tasks (between team members) - Audio to text (call to text, voice to text) - Chat Once the input transformed in text, it can be understood and processed in differents business flows. Copyright© 2018 EmailTree Only emails? Let’s try d ifferent types of inputs!

9. So we identified the type of customers that we want to target. We’ve done the supervised learning process to teach the machine what kind of actions can be done in different situations. We also defined the scenarios to be used IF the customer has this profil, THEN DO this marketing action. We also teached the machine how to respond to customers in different situations. So globally, after this digital transformation, we managed not only to bring data to life (waking up sleeping customers), but also to create a new service/product that we are now developing and selling to other companies (e-commerce, telcos, fintech, etc.). Why ? Because satisfied customers means recurrent revenues. Copyright© 2018 EmailTree Using a special form to automate the marketing actions