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AMAs

Neura CMO Kris Bondi is a seasoned marketing professional with more than 20 years international marketing experience. Kris brings her history of creating hockey stick adoption, prominent brand reputation, and substantial mindshare to her role.

Prior to joining Neura, Kris served as Vice President of Global Marketing for Iron.io, a leader in the serverless computing space. Her background includes deep expertise in technology marketing with previous stints at Moka5, TIBCO and Mashery. While at CNW Consulting, Kris advised global brands on GTM and strategic positioning. Her clients included Visa, Starbucks, NEC and Qlik.

Kris holds a BA in communications rhetoric and political science from the University of Pittsburgh.

You can follow her on Twitter: @kbondi.

She will be live on Dec 12 starting at 930 AM PT for one and a half hours during which she will answer as many questions as possible.

  • JD

    James Dunn

    4 months ago #

    Hey Kris
    I'm particularly interested in AI applications in travel.
    The examples presented on your site - I've already seen those sorts of things with apps like Tripadvisor and Google Now.
    Beyond those presented, what's the coolest AI application in travel you've seen (implemented with Neura or otherwise)?
    If there's nothing that's out of the box - allow me to put you on the spot and ask you what you would consider a really cool application of AI in this space?

    • KB

      Kris Bondi

      4 months ago #

      Hi James.

      From what I'm seeing around travel, much of the AI is around location-based intelligence. For example, my Virgin app sending me specific alerts when I'm at an airport.

      There another piece of technology that can have AI to it, but doesn't always. That is the use of ETL. I've been impressed with HotelTonight's offering that went from only same day offers to a full week.

  • JF

    Javier Feldman

    4 months ago #

    Hola, Kris
    What is Neura's aha moment?
    What actions/steps have you optimized for to get trialers to this moment as quickly as possible?
    I'm especially curious as to how/whether you use your own product during the trial or not and if yes, how it has helped?

    • KB

      Kris Bondi

      4 months ago #

      Hi Javier.

      The Neura aha moment for me was when I realized that we can personalize a lot online but until now we haven't been able to match the user experience to what is happening with the user in the physical world.

      Our product is a technology ingredient, so we test it on ourselves for QA purposes, but we don't have an app or device of our own outside of that.

      • JF

        Javier Feldman

        4 months ago #

        I love this but forgive me because this was actually not the intent of my question.
        Let me rephrase:
        From the perspective of a trialer - when do they realize the value of Neura?
        How have you'll optimized for that "time to wow" and is Neura part of the toolset you use to get people to that wow moment faster?

      • KB

        Kris Bondi

        4 months ago #

        Thanks for clarifying Javier.

        The time to wow is pretty fast. Within a few weeks we can give companies granular insights about their user base from the real world that they didn't have before. That's the first wow. The next wow is when they start interacting with their users through API calls, based on the insights. Once the wow happens, the use of Neura grows because the value is so obvious.

  • AA

    Anuj Adhiya

    4 months ago #

    Hi Kris - so cool to finally have you on!
    I understand the promise of Neura, but lets consider for a moment that it wasn't in the picture.
    In that case, how would you recommend people go about identifying the right experience to provide to users - especially when they're new and you don't have much data on them?

    • KB

      Kris Bondi

      4 months ago #

      Hi Anuj.

      I think it's important to separate what you can learn about any experience - including user-related data - with what is relevant to conversion rates. In other words, I'm not as interested in open rates as conversion rates.

      If I didn't have Neura to help find engagement opportunities, I'd need to look at black box solutions that were more advertising based. It doesn't help improve my product, but it does hit groups of people. The second I would look at it places where someone has opted in and stated their preferences.

      2 Share
  • SK

    S Kodial

    4 months ago #

    Hey Kris

    Of all the solutions mentioned on our site, noticeable was the absence of martech solutions.
    I think the applications on things like realtime SEO or dynamic landing page switching would be really interesting.
    Do you foresee Neura (or other similar) technology moving in a direction that makes existing tool capabilities much smarter?
    I'd be interested in your take here if you think this is something in the pipeline.
    If not, why not?

    • KB

      Kris Bondi

      4 months ago #

      At this point, I don't see Neura moving into the traditional martech world if we think of that as being digital based. Neura provides contextual data from the real world (physical world). Where it crosses is being able to provide information like:
      user interacts with app while at their known activity site

  • RV

    Robert van Gool

    5 months ago #

    Hi Kris - At Mobile World Congress you said that smart assistants are not AI. Can you elaborate on that statement?

    • KB

      Kris Bondi

      5 months ago #

      Hi Robert - I wasn't talking about smart assistants. I was talking about smart home voice activated assistants. Not to be a tease, but I'll let you know what I think of those during the Dec 12 AMA.

      • KB

        Kris Bondi

        4 months ago #

        Hi Robert.

        The point I made at MWC America was that voice activation in itself doesn't make a device "smart." When I say "Alexa, what is the weather?" Alexa makes an internet search. Or, if I say "Siri, when will Paul be home?" Siri will say she/it doesn't know who Paul is. Neither has learned my life, let alone that Paul is my partner.

        We're now seeing some learning happening, particularly around learning individual voices within the household. In the coming year or two, there will be a lot of AI to come in voice activated assistants.

  • JP

    John Phamvan

    4 months ago #

    Hi Kris,

    a. What tools are you using at Neura for experimentation & analytics right now (other than your own product, I assume)?
    b. Where does your data live, ie, what is the "source of truth"?
    c. What collaboration tools does the team use?

    Thanks!
    John

    • KB

      Kris Bondi

      4 months ago #

      Hi John.

      We don't use our own product to measure campaigns, though some of our analytics are homegrown. I do expect to use a predictive analytics tool by the end of FY18, but we don't have the right amount of data yet. I find measuring too soon or with inconsistent data to sometimes be as worse than not measuring. For example, early on we used mixpanel for our website, but the data set with statically irrelevant.

      Our source of truth is SFDC. Our flow is all leads go into SFDC and then are synced to HubSport. ROI and campaign measurement run in SFDC. We run analytics in HubSpot too, but we make sure everyone is consistent in SFDC.

      We have a very small team, so collaboration hasn't need to be addressed yet. We're using InDesign for creative and have used JIRA for project management.

  • GH

    Glen Harper

    4 months ago #

    Thank you for joining us, Kris.

    I'll be honest, I hadn't heard of Neura until I saw your AMA page.
    Can you tell us how your building awareness for Neura right now and what channels are working best for you currently?
    I'd also love to hear details of your top performing campaign(s).

    • KB

      Kris Bondi

      4 months ago #

      Hi Glen.

      I'm not surprised you hadn't heard of Neura until now. The company started doing BD last year but I only joined earlier this year.

      Our awareness building has been at three levels:
      1) making sure analysts "get" what we do and validating it with them
      2) targeted outreach
      3) lots of writing and speaking

      From a demand gen perspective, LinkedIn has been very good for us.

      • GH

        Glen Harper

        4 months ago #

        Thanks.
        I'd love to hear more about your targeted outreach process (who/how/when).

      • KB

        Kris Bondi

        4 months ago #

        Hi Glen.

        Our targeted outreach has been more customized than I've ever seen before. We have an approach that combines ABM and targeting based on our most active customers. We go after the customers we want to have, not the ones that we can sell to but don't match our future view of our company. Those still exist in a self-service model, but we pursue those that are on target with our vision.

        I'm sorry to say the specifics of who/how/when - particularly who - is probably too competitive to share. Apologies about that.

      • AA

        Anuj Adhiya

        4 months ago #

        Diclaimer: Glen's caught up and I'm asking this Q for him:

        "Indeed -and totally understood on the "who".
        Allow me to ask a related question about the "who" (if that's not in the proprietary arena):
        What characteristics to highly qualified leads share?
        How do you accelerate these leads through your funnel?"

  • DH

    Dani Hart

    4 months ago #

    So excited to have you here, Kris!

    What's the coolest Neura implementation you've seen so far?
    What makes it so unique in your view?

    • KB

      Kris Bondi

      4 months ago #

      Thanks for the welcome Dani.

      I don't know if it is the coolest implementation, but one I'm excited about is our work with My Days, a Femtech app. It's cool to me because we started with an experiment of 40k users with time-based notifications and 40k users with Neura-based notification. The Neura group had 10X the engagement rate. What's even more interesting is it showed that even the users who snoozed or clicked dismiss on the notification were 10X more likely to engage with the app directly later.

      I've never seen that stat before.
      This experiment lead to My Days deploying Neura to its 100s of 1000s of users.

      • DH

        Dani Hart

        4 months ago #

        That is awesome.
        A follow up: What's the hypothesis for why the users who snoozed or clicked dismiss on the notification were 10X more likely to engage with the app directly later?

      • KB

        Kris Bondi

        4 months ago #

        Hi Dani.

        Regarding your follow up, I think it's because when you reach a user when it's most appropriate for them to engage with content that is actually relevant to them, you add credibility.

        A quick example of the opposite would be if you downloaded a wellness app and the first time you received a notification you were driving and the second time you received a notification saying that you should exercise you were actually leaving the gym. You would think, this app is useless. It's the reason churn after 30 days in north of 65%.

  • DO

    Danielle Olivas

    4 months ago #

    Hi Kris
    This is an intentionally broad question.
    How do you think AI will change the way people interact with information, technology, brands, and services?

    • KB

      Kris Bondi

      4 months ago #

      Hi Danielle.

      Yep, that's a broad question. ;-)

      AI has the potential to make brands and services more relevant to the end user. This happens when we make content and UX more contextually appropriate for them.

      • KB

        Kris Bondi

        4 months ago #

        Hi Danielle.

        Here's my take on relevant verses "creepiness"

        If it's an opt-in, it's not creepy.
        If you respond to what someone is typing or doing at that moment online or on their text, that's creepy.

        We've found that if you are providing something the user considers valuable, they consider it value not creepy. I hope that helps.

      • DO

        Danielle Olivas

        4 months ago #

        Ah now I consider this to be a tease :)
        So I'll ask a follow up:
        When does relevance bleed into creepiness?
        How do brands/services keep from going over the line here?

  • MD

    Mark Anthony de Jesus

    4 months ago #

    Hey Kris
    I noticed you'll have APIs available
    a. Can you talk about how APIs are fueling your growth?
    b. This may or may not be be a follow on to Dani's Q: What's the coolest/most unexpected way you've seen someone use any Neura API?

    • KB

      Kris Bondi

      4 months ago #

      Thanks for you question Mark.

      People use the Neura APIs to access physical world data about their own users. One of the cool things I've seen is an eye glass company that is using it to help its customers figure out which glasses are best of them. Even with the same prescription if you are active outdoors or sitting at a computer a lot, your needs around your glasses could be very different. I would have never thought of that.

      2 Share
  • TN

    Tri Nguyen

    4 months ago #

    Hi Kris,
    There's a lot of hype and attention around AI right now.
    What do you believe are people's biggest misunderstandings around the topic?
    How would you recommend we educate ourselves better on the topic and keep up with what's latest?

    • KB

      Kris Bondi

      4 months ago #

      Hi Tri. This is one of my favorite topics.

      Misunderstandings around AI, well, one is that "smart" always equals "AI." A lot of "smart" devices are actually doing voice activated searches. They also have a level of connectivity to them. Both are super cool, but it isn't exactly learning. We're getting to that point now.

      As far as educating ourselves, there's a ton of writing. Looking at post-event write-ups around topics you care about would be a good place to start.

  • AL

    Arsene Lavaux

    4 months ago #

    Bonjour Kris,

    Thanks for doing this AMA.

    I see that you have been exposed to this in your experience at Moku5 and thought I'd ask you the question.

    How do you think containers and orchestration can impact the future of the MarTech stack?
    How could that directly affect the Growth Team functions?

    Merci!

    • KB

      Kris Bondi

      4 months ago #

      This is a great question Arsene. I don't think enough marketing people look at the MarTech stake as being interconnected with a technology company's operational and product stack.

      Ultimately, the use of containers and orchestration enable greater scale and faster compute time overall. To the MarTech stack this means that processing and compute can happen quicker. Fast compute means you'll be able to act on data faster. Also, if microservices are in place there's a greater level of quality. An error won't derail an entire marketing program or campaign.

  • MT

    Manny Tafoya

    4 months ago #

    Hi Kris! What is Neura's biggest growth challenge from your perspective? How are you tackling it? Thanks!

    • KB

      Kris Bondi

      4 months ago #

      Hi Manny.

      Like all growing companies, we have challenges that we need to assess and respond to quickly. One of our biggest is what I would call the "everyone wants to talk" challenge. In other words, it's filtering through the people who want to talk to use or read our materials because they want to learn and those that are truly in a purchasing cycle.

      We've added more layers of qualification and limited to whom we reach out. We are probably six months away from having enough data to accurately use predictive analytics. I can't wait for that day.

  • KB

    Kris Bondi

    4 months ago #

    Thank you all for a fun session. Please reach out directly if you want to chat more. Cheers.

  • PD

    Porus Daruvala

    4 months ago #

    Hi Kris
    Can you talk about an experiment that was a really big win or led to some breakthrough insights?

    • KB

      Kris Bondi

      4 months ago #

      Hi Porus.

      The answer I gave Dani a few questions up fits your question as well. Here's part of that answer:

      For My Days, a Femtech app, we did an experiment of 40k users with time-based notifications and 40k users with Neura-based notification. The Neura group had 10X the engagement rate. What's even more interesting is it showed that even the users who snoozed or clicked dismiss on the notification were 10X more likely to engage with the app directly later.

      I've never seen that stat before.
      This experiment lead to My Days deploying Neura to its 100s of 1000s of users.

  • KB

    Kris Bondi

    4 months ago #

    It looks like I can't reply to Glen with a Reply button so here's his follow up question:
    "Indeed -and totally understood on the "who".
    Allow me to ask a related question about the "who" (if that's not in the proprietary arena):
    What characteristics to highly qualified leads share?
    How do you accelerate these leads through your funnel?"

    • KB

      Kris Bondi

      4 months ago #

      Highly qualified leads for us already have a product or app in the market, instead of someone just planning. Besides speeding up the time to deployment, they are quicker to have a known pain. For example, a company with a great app that is experience significant churn. OR, a company that has a smart home IoT device that realizes they need to be able to differentiate.

      As far as accelerating leads through the funnel, we have a great customer success team that helps guide when needed as well as a very strong devsite that answers the core how to questions. We're building more online guides for product managers now. Overall, we've found the more content we have in the simplest language - bite size pieces - is best.

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