Intuit promotes its suite of products with engaging entrepreneurial animation

Intuit, Animation, Video
Intuit Video

By 

Most people know of QuickBooks and TurboTax, but until last year, many may not have known the name of the company behind those popular financial help products.

With the release of its latest brand campaign, Intuit puts a stake in the ground as the go-to ecosystem of financial products – QuickBooksTurboTax and Mint – with an animated tale of an entrepreneur who uses those products to get her business and her financial life in order.

The 60-second spot, ‘A Prosperity Story,’ a girl named Luisa sits in her father’s coffee shop, designing a hat and coffee cups. When a customer gives her a tip, a new entrepreneur is made. She is seen selling the design on clothes at a street stand, where she loses receipts to the wind. Knowing she needs a better way, she is visited by the Intuit giant – a character introduced in last year’s campaign during a four minute film. The giant shows her positive cash flow through QuickBooks, financial health and tax cuts with TurboTax and financial management with Mint. She finds a storefront and is on her way to her version of prosperity.

Intuit states that it fundamentally believes that everyone deserves, but many Americans live paycheck to paycheck, where even the smallest emergency can send a family into financial crisis. Half of all small businesses fail, according to the company.

“Everyone deserves a prosperous life, but the path to prosperity not easy for everyone,” Lauren Stafford-Webb, head of global corporate marketing for Intuit told The Drum. “We’re committed to turning those realities around. Intuit provides the financial tools so people can take control of their financial realities.

“The giant is a metaphor showing the power of our products,” she continued, stating that those products are powered by the company’s continuous data and advanced technology. “We’re working on behalf of our customers, giving them the confidence they need.”

The reason that Intuit chose an entrepreneur for its tale is that it brings it to a personal level. Stafford-Webb said that all people have some level of challenging financial problems, and that there are 750 million people around world who work for themselves in some way. They all need to manage their finances while following their passions. The commercial animation demonstrates how Intuit can use its suite of products to work on their behalf.

The campaign was created and produced by Intuit’s agency of record, Phenomenon and the film was directed by Against All Odds of Oscar-winning production company Passion Animation Studios.

To get to the story the team worked with, Intuit spent a lot of time with its customers, researching all over the country to find out how people dealt with their financial lives. “The truth (we found) is that people have passions in their lives and are working super hard to achieve prosperity for them. They’re going out on their own, managing their finances. That was really inspirational to us,” said Stafford-Webb.

She added that the first animated campaign exceeded expectations, with 25 million views, and a view-through rate on YouTube that went past the average movie trailer. The name recognition for Intuit is still an ongoing process and one that doesn’t happen overnight.

“We are a 35-year-old company. For the first 33 years, we were building our product brands,” said Stafford-Webb, adding that with people seeing Intuit as the umbrella company, there is relevance. “Knowing the ecosystem of the products, they know they can work seamlessly across them with confidence…It’s only year two for the Intuit brand. We do have a journey ahead of building equity in the brand.”

Intuit also had a 30-second ad, ‘Power of Giants’, in the AFC and NFC championship games, and it plans to unveil 60-second ‘A Prosperity Story’ during the Grammys. The media buy will then cover other big events, plus integrated television, online and social elements.

On social media, Intuit is inviting its customers to tell the company what prosperity means to them. Luisa was decided on as a character after the company talked with numerous self-employed artists. For many of those people, said Stafford-Webb, it was getting to live the life they want, and the company decided to champion that dedication, while providing the tools for people to live that life.

Scoring the film is a newly debuted song by Raiche, an up-and-coming Latina singer-songwriter who identifies with the spot’s protagonist, Luisa, from her own self-determination to achieve her goals as a musical artist. The song in the spot is called Shine, and Stafford-Webb said the walking beat helped create the drive behind Luisa.

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How to Totally Revamp Your Content Strategy Without Losing Your Mind

Content, Business, Writing
Image credit: 13_Phunkod/Shutterstock

BY KAUSHAL THAKKAR

If your current content marketing simply isn’t getting the results you want, it may be time to rethink your strategy.

Great content can be the defining factor that sets your business apart from competitors, but it can certainly be hard to find and create. Even the best marketing teams seem to struggle with the creation process.

Most marketing experts will agree that creating unique and valuable content is one of the most challenging tasks on their to-do list. One of the reasons why this is often so difficult is due to the high demand for consistently high-performing content in terms of engagement and quality. Fifty-one percent of marketing teams publish content every single day, which puts a lot of pressure on their writers to constantly come up with fresh ideas.

Chances are, even if your team is extremely talented, they have struggled with coming up with great new content over and over again. If your current content marketing isn’t driving in the numbers you’d like to see, or your team’s stream of ideas seems to have run dry, it may be time to rethink things.

Conduct a Thorough SEO Audit

Creating content is more than just writing about something interesting or trending; it also needs to increase your brand’s online visibility and boost its searchability. Knowing the keywords and terms that your audience tends to include in search engine queries is essential for coming up with relevant content topics. But, if your writers are unaware of the optimal keywords to use, it could hurt the effectiveness of their work.

Conducting an SEO audit is a great starting point because it not only shows your team the current status of the keywords your website content is utilizing, but it can also identify new ranking opportunities. It’s a good idea to partner with an SEO agency to conduct this audit and analysis because they will be able to offer unbiased advice and recommendations based on thorough research and expertise.

Try New Content Mediums

Switching things up with your content can mean more than just writing about new subjects; it may be quite effective to totally revamp your content style by trying a totally different medium. Visual content like videos and infographics tend to receive higher engagement rates with audiences than traditional blog posts, but one of the latest content trends that many businesses can benefit from is vlogging and podcasting.

Vlogging (video blogging) is highly engaging because it gives your content a face and a personality through the people sharing it. This type of content is also fairly easy to produce, depending on the type of format you wish to use. It can be as simple as sitting a few of your marketing leaders down in front of a camera and filming them discuss a particular subject or reading off the highlights of a previously published piece. Podcasting has also been on the rise and is becoming quite a popular way to quickly consume content during commutes or downtime.

Look for Missed Niche Audiences

When it comes to targeting audiences, small can often be better. Honing in on the niche segments within your business’s audience is important for increasing engagement and building important connections with your customers.

If your team’s content has been falling flat or engagement rates are simply not where they need to be, it may be time to reassess your audience niches. Your customer’s preferences and interests can change and shift over time, and there may be new niche groups that have formed since your last analysis. Be sure to regularly reexamine audience data and observe shifts and changes in important demographic areas — such as age groups, locations or overall interests. Finding these new audiences can help your content team come up with new topic ideas that speak to these niche segments and strengthen the engagement rates with these small yet mighty groups.

Experiment and Track

Trying out something totally new and changing the traditional approach that you’ve always followed may be just what your team needs for inspiration. For instance, your marketing team may want to give employee advocacy a try and encourage the entire workplace to share their thoughts and experiences on the business’s content outlets and social media pages.

The important thing here is to actually give things a shot and give them enough time to determine whether or not it actually works. Just because your first video content piece doesn’t receive a lot of views doesn’t mean that it was a total bust. It takes time to figure out what works and what doesn’t, and your team will find ways to adjust and improve their efforts overtime. However, it is still important to constantly track important metrics, such as engagement rates, audience reach, and conversion percentages to see if there is an upward trend.

Check Out a Competing Brand’s Content

While you obviously want to be extremely careful not to copy your competition, there is no harm in using their content strategies as inspiration. If there is a competing brand that really resonates well with an audience that is similar to your own, encourage your content marketing team to identify patterns in their strategies that seem to be working. On the flip side, your team may also benefit from checking out struggling brands and seeing what content approaches they should avoid.

A stagnant content strategy simply cannot support a growing business. Keeping things fresh and exciting is certainly a challenge, but staying inspired and finding ways to switch things up can help your marketing team create better and more engaging content on a consistent basis.

This Month, We Begin by Spotlighting Heart Awareness on National Wear Red Day

Go Red For Women, American Heart Association
Go Red For Women

Today we kick off American Heart Month with Wear Red Day. Did you know that heart disease is the leading cause of death for men and women in the United States? Every year, 1 in 4 deaths are caused by heart disease.

Get heart smart and learn about heart disease and how to prevent it!

Artificial Intelligence Is Set To Transform The Doctor’s Toolkit in 2019

Artificial Intelligence, Medical, Doctors
Image Source: Analytics India Magazine

Looks like 2019 will be a different ball game altogether as AI will make deeper inroads into shaping the modern physician’s toolkit. According to a report by Tractica, the healthcare AI market is projected to reach $34 billion globally by 2025. In this article, we list down how AI will overhaul the healthcare landscape.

6 Areas Where AI Will Impact The Most In 2019


1 | AI will play a crucial role in diagnosing

  • It will be used to help physicians identify the severity of what is wrong with the patient and provide insights into why they are experiencing symptoms which will help doctors decide on the most effective treatment for the patient.
  • Coronary heart disease and cancer are two good examples where the influence of AI is seen heavily.

2 | AI-enabled models will also be used in conjunction with powerful computer algorithms

  • This will solve complex equations of blood flow and assess the impact of blockages, aiding physicians in determining, vessel by vessel, if enough blood is reaching the heart.
  • Also, the level of detail provided will help ensure that physicians understand the extent of disease and develop the best pathway for care.

3 | AI-trained detection algorithms will help physician’s mark-up tumour boundaries on imaging scans for cancer patients.

  • AI tools will map out the organ on each image and create a 3D model, which can then be assessed by a physician to accurately detect tumours.
  • This practice will help physicians become more efficient and speed up the reliability of cancer diagnoses and enable more targeted treatment decisions.

4 | To monitor chronic health conditions

  • Once the patients leave the direct care, AI-based monitoring tools and apps come into play which is built into gadgets or smartwatches to monitor their health, thereby providing the ability for consumers to securely share health information with their physicians.
  • The new Apple Watch which has the capability to record electrocardiograms (ECGs) and use AI to detect common heart arrhythmias is a good example of how AI is making inroads.
  • Newer applications will be made to collect medical data from consumers which will turn as insights to be used by physicians
  • This data will help physicians keep up-to-date on their patients’ health and fill in the gaps between appointments.

5 |  AI will also enhance the physician’s workflow by increasing their efficiency and confidence in their patient care decisions.


6 | AI technology companies will also develop tools that can be approved by appropriate regulatory pathways by understanding holistically the medical problems.


Outlook

AI has the potential to transform the way physicians deliver high-quality, cost-effective, diagnostic and treatment services. However, what’s required is more education and resources directed towards AI that focuses primarily at all three levels be it the patient, provider or the payer. Moreover, necessary infrastructure must be in place to maximise the day-to-day impact on AI-based patient care decisions that need to be made.

As more and more physicians are open to investigating and adopting technologies that are utilising artificial intelligence in their own practice and the hospitals they work for,  the partnership between AI and humans in the healthcare industry will become more mainstream in 2019.

Article source: https://www.analyticsindiamag.com/ai-transform-doctors-toolkit-2019/

With Artificial Intelligence, Retail Will Never Look The Same

Artificial Intelligence
Image source: Payments Journal

Tim Sloane by Tim Sloane

In the Chicago Tribune the 7-Eleven CEO states “‘The Landscape is Changing So Fast.” While on the same day Bloomberg writes an article about the myriad of companies entering the market using AI to change the way retail is done to compete with Amazon Go. The takeaway is simple; hold on to your hats!

“Mighty AI spent much of its first five years building software that helps self-driving cars recognize real-world objects. The Seattle startup went so far as to open a Detroit office to cozy up to the auto industry.

Then last February, Mighty AI’s sales team received an unusual request: Instead of identifying pedestrians and cars, could they track items plucked from store shelves by shoppers? A few months later, Mighty AI signed a deal to do just that, joining the race to help brick-and-mortar retailers keep pace with Amazon.com Inc.

A year ago, the e-commerce giant opened a cashierless convenience store called Amazon Go, marking its biggest effort yet to change the way people shop in the physical world. Today a fleet of companies are working to replicate elements of Go or invent other ways of streamlining store operations.

Many are startups like Mighty AI, but established giants are wading in, too. Walmart has been testing Go-style technology, and Kroger and Microsoft recently announced a joint venture to bring elements of the e-commerce shopping experience to the grocery store. 

Mighty AI chief executive Daryn Nakhuda says Amazon Go showed “how far you can go.” Very quickly, he says, the state-of-the-art went from you-scan checkout technology to Amazon’s ‘just walk out’ approach and everything in between.

Amazon, which today operates nine Go stores in three cities, has announced no plans to sell the proprietary technology to other retailers. And even if the Seattle leviathan did offer to license the system, fierce competition with other retailers would probably preclude most partnerships.

“What we are seeing is Silicon Valley at large, venture capital at large, trying to come up with some solutions” to sell to retailers, says Steve Sarracino, founder of Activant Capital, a Greenwich, Connecticut, investment firm that has stakes in retail technology startups. “There will be a huge market” for other technology firms to capitalize on, he says.”

Then there is Swyft, a company that is attempting to offer total transformation to retailers by providing automated walk-in stores, a supply chain analytics and delivery system to keep those stores stocked, and even analytics to drive consumer marketing. Retailers like 7-Eleven and others know this is a game changer. This has moved more quickly in Japan driven by a labor shortage. Lawson moved to self-serve and mobile pay late last year. Particularly intriguing is that all of this is based on machine learning savants that, from a technological innovation perspective, are brand new in the market. As machine learning tools evolve, so will retail!

Overview by Tim Sloane, VP, Payments Innovation at Mercator Advisory Group

Article source: https://www.paymentsjournal.com/artificial-intelligence-retail-never-look-the-same/

Explainability Vs Interpretability In Artificial Intelligence And Machine Learning

Artificial Intelligence
Image Source: Analytics India Magazine

By 

Over the last few years, there have been several innovations in the field of artificial intelligence and machine learning. As technology is expanding into various domains right from academics to cooking robots and others, it is significantly impacting our lives. For instance, a business or finance user is using a machine learning technology as a black box — that means they don’t know what lies within.

Explainability and interpretability are the two words that are used interchangeably. In this article, we take a deeper look at these concepts.

Explainability

Explainability is the extent where the feature values of an instance are related to its model prediction in such a way that humans understand. In basic term, it is the understanding to the question “why is this happening?”.

Important Properties Of Explainability

  • Portability: It defines the range of machine learning models where the explanation method can be used.
  • Expressive Power: It defines as the structure of an explanation that a method is able to generate.
  • Translucency: This describes as to how much the method of explanation depends on the machine learning model. Low translucency methods tend to have higher portability.
  • Algorithmic Complexity: It defines the computational complexity of a method where the explanations are generated.
  • Fidelity: High fidelity is considered as one of the important properties of an explanation as low fidelity lacks in explaining the machine learning model.

Interpretability

Interpretability is defined as the amount of consistently predicting a model’s result without trying to know the reasons behind the scene. It is easier to know the reason behind certain decisions or predictions if the interpretability of a machine learning model is higher.

Evaluation Of Interpretability

  • Application Level Evaluation: This is basically the real-task. It means putting the explanation into the product and the end user will do all the tests.
  • Human Level Evaluation: This is a simple task or can be termed as a simplified application level evaluation. In this case, the experiments are carried out by laypersons by making the experiments cheaper and testers can be found easily.
  • Function level evaluation: This is an approach where an anonymous person already evaluates the class of model. This approach is also known as a proxy task.

Understanding The Difference

You can distinguish the difference between these two by a simple instance. For instance, a school student doing a little experiment on titration, the result can be interpreted as what will be the next step as far as…Continue Reading

Article Source: https://www.analyticsindiamag.com/explainability-vs-interpretability-in-artificial-intelligence-and-machine-learning/

The ‘artificial intelligence’ in your new smart gadget may not be what you think

Artificial Intelligence, Technology
This briefcase is listening to a pair of Jabra Elite 85h headphones. Jabra

By Rob Verger

Walk the halls of the Consumer Electronics Show, or browse gadgets online, and you might hear that a gizmo has, or uses, AI. Artificial intelligence is a broad, catch-all term, and so it can be hard to know what it actually means for a product to have AI. Does it mean you can talk to it, and it talks back? Can make decisions on its own? Is going to lead a robot army to harvest the organs of everyone you know?

The powerful technology is also becoming ubiquitous enough that’s it’s common to see it employed, and touted by, small companies you haven’t heard of, as opposed to just the big players, like Amazon or Google. Plus, companies that make gadgets that connect to a voice assistant, like Alexa, may use that as reason enough to call their product “smart.”

Here’s how to make sense of it all.

A key point to understand is that artificial intelligence isn’t just synonymous with a voice assistant. Those voices, like Alexa, make use of AI, to be sure—but there’s much more going on in the world of artificial intelligence.

Under the umbrella of AI is the large, dynamic field of machine learning. Frequently, when you encounter artificial intelligence in a product, it’s because it’s employing machine learning under the hood to do something, make a decision, or both. At its simplest, machine learning involves engineers feeding data into software, which then learns from it. The resulting algorithms can accomplish different tasks.

Listen up

Here’s an example: Danish company Jabra announced their latest headphones at CES, the Elite 85h. They advertise the new $299 ‘phones as using “AI technology,” and they do, in the form of machine learning. They’re not “artificially intelligent” in the sense that they can read your mind and start talking to you, but the way they make use of AI is indeed smart.

Perhaps predictably, they call the feature in question SmartSound. “It listens to the environment the user is in,” says Fred Lilliehook, a senior product marketing manager at Jabra. “It automatically adapts the audio experience.”

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