“el­e­men­tary, my dear Wat­son”

Sankar Na­gara­jan, Co-Founder and CEO, TEXTIENT talks about his IBM as­so­ci­a­tion since be­ing se­lected in the Global Wat­son pro­gram

PCQuest - - TECH TRENDS - –Ankit Parashar ankitp@cy­ber­me­dia.co.in

What are the TEXTIENT’s of­fer­ings? How is it dif­fer­ent from what other play­ers in the mar­ket who use AI?

TEXTIENT is Soft­ware as a Ser­vice (SaaS) plat­form for brand, mar­ket­ing and cus­tomer in­sights. It al­lows mar­keters to quickly gain strate­gic and ac­tion­able in­sights from so­cial me­dia posts about the im­pact of a mar­ket­ing ac­tion or the com­pet­i­tive dif­fer­en­ti­a­tion of their brand.

The com­pany spe­cial­izes in un­der­stand­ing con­sumer psy­che by col­lat­ing and an­a­lyz­ing un­struc­tured data from the web, so­cial me­dia and on­line video and de­liver in­sight re­ports tai­lored to the needs of its clients. Us­ing these re­ports, brands can get a bet­ter view on at­tributes such as brand ap­peal, at­trac­tive­ness quo­tient or brand stim­uli. At Textient, we use IBM Wat­son to de­velop our own cog­ni­tive an­a­lyt­ics plat­form that pro­vides strate­gic brand and con­sumer in­sights in the form of un­struc­tured and text data. We were one of the first In­dian com­pa­nies to adopt the Wat­son plat­form to de­velop smart so­lu­tions for their cus­tomers, al­low­ing com­pa­nies in­sights for growth strat­egy and to build emo­tion­ally en­gag­ing brands, prod­ucts, ser­vices and mar­ket­ing ba­sis the Voice of Con­sumers.

What is your as­so­ci­a­tion with IBM? How has the IBM tech­nol­ogy de­ploy­ment ben­e­fit­ted your com­pany? How have you lever­aged Cog­ni­tive tech­nol­ogy?

We were se­lected in the Global Wat­son Pro­gram in the year 2015 and with the help of IBM (US), we then built our Cog­ni­tive in­sights plat­form and launched it in the mar­ket in early 2016. IBM tech­nol­ogy has helped us ex­ten­sively by putting us in the fore­front of in­no­va­tion. The com­pany also helped us to ac­cel­er­ate our prod­uct de­vel­op­ment and mar­ket launch. Through With IBM’s Cog­ni­tive tech­nol­ogy de­ploy­ment, we have been suc­cess­ful in im­prov­ing the cus­tomer busi­ness value. Deriv­ing in­sights us­ing IBM Wat­son’s cog­ni­tive ser­vices, we sim­pli­fied com­plex ma­chine learn­ing ar­chi­tec­ture, thereby help­ing us de­velop in­no­va­tive so­lu­tions to solve and also save time.

In or­der to drive ad­vanced cog­ni­tive brand and con­sumer in­sights mod­els that pre­dicted in­sights about what is in the minds and hearts of the con­sumers, we de­vel­oped our plat­form by us­ing a com­bi­na­tion of IBM Wat­son’s Nat­u­ral Lan­guage Un­der­stand­ing, clas­si­fi­ca­tion and per­son­al­ity

ser­vices APIs, de­ployed on IBM Cloud. It al­lows us to quickly gain strate­gic and ac­tion­able in­sights from so­cial me­dia posts about the im­pact of a mar­ket­ing ac­tion or the com­pet­i­tive dif­fer­en­ti­a­tion of any brand. TEXTIENT uses Wat­son’s Per­son­al­ity In­sights API along with other APIs to au­to­mat­i­cally gen­er­ate a com­pre­hen­sive Brand-Essence Re­port in a mat­ter of min­utes. The re­port re­flects di­men­sions in­flu­enc­ing a brand’s strength and equity such as dom­i­nant brand per­son­al­i­ties, emo­tional and sen­sory brand ex­pe­ri­ences, cus­tomer en­gage­ment and brand cred­i­bil­ity.

What are the key trends that you are notic­ing in In­dia when it comes to com­pa­nies lever­ag­ing AI?

The grow­ing ap­peal of AI so­lu­tions will mas­sively change how con­sumers in­ter­act with brands, it will not only ac­cel­er­ate de­ci­sion-mak­ing, but will also drive cus­tomer suc­cess man­i­fold times. The adop­tion of AI tech­nol­ogy has al­ready gained marked promi­nence in the global mar­ket and In­dian firms, too, are look­ing into this po­ten­tial trea­sure trove of in­no­va­tive as­sis­tance. We be­lieve that the great­est strength of AI in the mar­ket­ing sec­tor is its abil­ity to adapt quickly to fluid sit­u­a­tions where cus­tomer be­hav­ior is er­ratic at large. This trend is forc­ing com­pa­nies to reval­u­ate their strate­gies and put newer plans, en­sur­ing that the con­sumers are reap­ing the ben­e­fits of tech­nol­ogy ad­vance­ments.

What is the po­ten­tial in In­dia for cog­ni­tive tech­nol­ogy adop­tion?

With com­pa­nies like IBM in­fus­ing the power of cog­ni­tive com­put­ing with its en­ter­prise- grade

“We are see­ing cog­ni­tive tech­nolo­gies be­ing lever­aged across in­dus­tries and busi­nesses of dif­fer­ent scale - both large and small or­ga­ni­za­tions as a part of their dig­i­tal trans­for­ma­tion jour­ney”

AI ca­pa­bil­i­ties, fo­cused on solv­ing deep in­dus­try is­sues in health­care, ed­u­ca­tion, fin­tech etc., the po­ten­tial in In­dia is im­mense. We are see­ing cog­ni­tive tech­nolo­gies be­ing lever­aged across in­dus­tries and busi­nesses of dif­fer­ent scale - both large and small or­ga­ni­za­tions as a part of their dig­i­tal trans­for­ma­tion jour­ney. Or­ga­ni­za­tions and in­sti­tu­tions grap­pling with short­age of right skills are adopt­ing new busi­ness mod­els us­ing cog­ni­tive as­sis­tants and ad­vi­sors.

On the other hand, we are also see­ing or­ga­ni­za­tions adopt cog­ni­tive tech­nolo­gies for spe­cific use cases, ap­pli­ca­ble to a par­tic­u­lar func­tion or busi­ness is­sue. We are work­ing with brands and com­pa­nies, across sec­tors and are help­ing them un­cover the trends that are im­pact­ing the mar­kets, brands, prod­ucts, ser­vices, life­styles from Hu­man­gener­ated data. For in­stance, we worked with an MNC in the per­sonal care busi­ness which has a strate­gic em­pha­sis on lis­ten­ing to its voice of con­sumers. We helped them to lever­age the data to gain un­prece­dented in­sights and help im­prove and for­mu­late new prod­ucts by de­cod­ing the “hu­mantruth” from thou­sands of con­sumers that drives the pref­er­ences and con­sump­tion pat­terns of spe­cific per­sonal care prod­uct cat­e­gory. To gain such a deeper un­der­stand­ing of the hu­man-truth which is all about the mind and heart of the con­sumers (cog­ni­tive as­pects) through tra­di­tional meth­ods, it would have taken weeks or months with sub­ject mat­ter ex­perts and an­a­lysts to de­code this, whereas with IBM Wat­son, TEXTIENT sam­ples thou­sands of con­sumer ex­pe­ri­ence feed­back from pub­lic and pri­vate cus­tomer data sources in a mat­ter hours to de­ci­pher the per­sonal care prod­uct’s prod­uct suc­cess code and the hu­man soul code that can help de­velop, mar­ket next gen­er­a­tion con­sumer prod­ucts with a com­pet­i­tive edge.

Sankar Na­gara­jan Co-Founder and CEO, TEXTIENT

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