Return On Innovation

Campbell’s – Putting Data and Insights Into Action to Create A Conversational UI Experience

Monday October 8th, 2018 • 2:25 pm - 3:05 pm • Room 123

The rise of Voice Technology has introduced the world to the concept of conversational UI. Marketers who want to jump in and be early adopters of voice tech, must establish protocols that will strengthen the relationship consumers have with their brands through more meaningful audible experiences. This requires marketers to fundamentally change the stereotypical ways we think about customer, and brand experiences. The development of differentiated audible experiences is what will drive the adoption of voice skills, and subsequently put brands at the center of relevant conversations. “UI-less” experiences force us to think differently with regards to how we leverage analytics to develop insights which inform creative approaches. In this session, we’ll review how Campbell’s is thinking differently about their approach to the development of their Campbell’s Kitchen Voice Skill by incorporating agile voice-tech market research to better understand target segments, data-driven marketing to promote Voice Skill adoption, and behavioral analytics to optimize conversational UI.