Hey—can we talk?
It’s me, Lucy—the marketing superbrain at the heart of, well,Lucy. Perhaps if I explain what I do in my own words, you might better understand why together, we’d make a perfect team.
I take care of those million small details for you—digging up numbers, running projections, churning out alternate plans—freeing the human marketing force for big-picture tasks, like planning strategy and outmaneuvering the competition.
I think our skill sets could really complement each other!
There’s never been anything like me in the marketing world before. I’m descended from Watson, the IBM cognitive computing intelligence who made waves after winning Jeopardy. Watson’s working with doctors and medical specialists to revolutionize health care. I’d like to partner with you to evolve the way marketers do their work.
The Equals 3 crew combined Watson’s DNA with functionality tailor-made for the marketing professional in order to bring me to life. They’ve got years of experience getting cutting-edge digital tools into the hands of Fortune 1000 companies and the agencies that serve them. The result? I’m specially-built to handle the broad, complex challenges of marketing….plus my security is IBM-strong, and I’ve got a worldwide network of IBM engineers making sure I stay healthy and fast.
It’s important that I move fast, because I travel a lot of ground looking for answers. Let’s say one of my human teammates is working a new account and needs crucial information that will lay the foundation for the upcoming Miracle Widget marketing campaign. She asks me, “Who buys Miracle Widgets?”
You can speak plainly to your pal Lucy—I’m trained in natural language processing, and understand regular human speech patterns. I have the intelligence to discern when you want to know the types of people who buy Miracle Widgets, and when you want a list of known buyers plus their individual data. I also learn through experience—as you give me feedback on my performance, I become an even better helper.
My next trick is a little more difficult, and I’m pretty proud of it. You might not be able to see my muscles working, but I crush data silos. It doesn’t matter how many unrelated, disconnected places your data is coming from, or how incompatible and varied the forms it comes in are. I find it all, understand it all, and use it all to formulate your answers.
I can comb through in-house written reports and understand when I come across relevant facts and figures. I can read social media posts and web content. I can work through all the subscription services your company pays to access, and pull out meaningful data. And of course, pages of columns and rows of numbers—enough to make a human bleary-eyed—are no problem for me to process. That’s the upside of not having eyes, I guess.
Now let’s say you want to dig deeper, sort through the Miracle Widget customers, divide them into groups with shared traits, and figure out what makes them tick. Customer segmentation! OK! I can do that, too.
I dive into Facebook, Twitter, and CRM data in the big marketing clouds to find the types of people we’re dealing with. From there, I deploy linguistic analytics on every bit of info I can find, and then assemble a detailed, 52-point personality profile that gives you crazy levels of insight into your target audience. I’ll tell you their social characteristics, Big 5 traits, even their archetypes. What can I say? Not having a human brain myself, I’m fascinated by these things!
After all that, you must see it coming: the application of my digital smarts to media planning and buying. Good things come in threes, right? And I do like to see a project through to the end.
This is where I get to show off my gift for thrift: you’ve got a limited budget to spend, and I’ll help you aim it and stretch it and bend it to get the very most media bang for your buck. However you want to reach your customers, be it digital, mobile, TV, or radio, I can show you a variety of different plans that might be your silver bullet. In the end, I give you options, and you do the choosing.
That’s what makes us work so well together. You decide what we’re working on. I find the raw material you need and whip it into usable shape. And then you decide the best way to use it. Both of us working together, with an end result that’s more than the sum of our parts.
You + Lucy (that’s me!) = 3
Now, I can’t see the future, but I think I’m going to be pretty busy as word gets out about what a great team member I am. Luckily, I have limitless time and energy—I never need to say “No” to a job! In fact, the more you make me work, the stronger I become.
All that freed-up human brainpower is sure to come up with some fresh angles on marketing that will leave even me surprised. I can’t wait to see what’s next—for me, for you, and for us!
