keynote: create next level customer experiences - why good ai requires great ia
TRANSCRIPT
Artificial Intelligence and Information Architecture
Shawn GoodinMarketing CTO
CHANNELS DEVICES MARKETPLACE LOBS
Fragmentation
TV
RADIO
MOBILE APPS
SEARCH
ECOMMERCE
WEBSITES
SOCIAL
TV / RADIO
MOBILE
CARS
WEARABLES
COMPUTERS
TABLETS
HOMES
AUGMENTED
BRANCH
OWNED SITES
PARTNERS
AFFILIATES
RETAIL
AUTO
ASSET
MORTGAGE
CARD
$$
Average Company ~70 MarTech Applications
IDENTIFY ENGAGE ANALYZE
Create Cross-Channel
Personalized Marketing
Learn Through
Customer Data Analytics
Gain a 360º View
Of the Customer
Customer DATA MANAGEMENT(Data Strategy, Governance and Management)
Business Capabilities
As we get better at identifying unique audiences we need to deliver more personalized and relevant messaging across channels, devices and aligned with Customer preferences and motivations for buying.
In order to respond to Customer expectations in this new and ever fragmenting world we need to be watching and listening so we can identify audiences with shared beliefs, buying patterns, and affinities to our brands
As we engage unique Customer audiences with more personalized experiences across channels we need a more real-time feedback loop on how specific audiences respond to certain content across channels and devices to inform and optimize.
IDENTIFY ENGAGE MEASURE
CONTENT
MANAGEMENT
CAMPAIGN
MANAGEMENT
Create Cross-Channel
Personalized Marketing
Learn Through
Consumer Data Analytics
Gain a 360º View
Of the Consumer
AUDIENCE
MANAGEMENT
MARKETING DATA MANAGEMENT(Data Strategy, Governance and Management)
Business Capabilities
DECISION
MANAGEMENT
TARGETING &
SEGMENTATION
INSIGHTS
ANALYTICS
MODELING
CX Maturity Model
“Customer experience
is the next competitive
battleground. It’s where
business is going to be
won or lost.”
– Tom Knighton
Minority Report
Content CurationReal Time
Targeting
AI Generated
Content
Propensity
Modeling
Ad Targeting
Predictive
AnalyticsLead Scoring
Re-Targeting Dynamic Pricing
Personalization
Customer
Experience
Marketing
Automation
1:1 Dynamic
Content Emails
IDENTIFY ENGAGE MEASURE
Artificial Intelligence in Marketing?
Machine Learning
Propensity Modeling
AI Application
CHRISTINA RANDOM NEWBIE OPPORTUNIST ACTIVATOR ADVOCATE
ACTIVITIES
TRIGGERS
TOUCHPOINTS
Eats ranch but
doesn’t connectwith a specificbrand
Makes brand
connection that
HVR has superior
flavor
Connects the
ranch toHidden Valleybrand
Engagement with
recipes drives
broader use of
Hidden Valley
Starts cooking with
ranch and expandsaffinity to otherHRV products
HV meals are now
part of special
occasions in her
home
Shares recipes
online with herfriends and family
Her “goto” recipe
spreads virally
one and brand
reaches out
Creates new
recipes and helps others grow into the brand
Veronica’s UGC
helps move others
from random to
newbie
Consumer Journey Deepening
Julie CORE
ACTIVITIES
TRIGGERS
TOUCHPOINTS
MOVER 401K MORTGAGE PRIVATE
Checking & Saving with direct deposit
& online bill pay
Direct Deposit changes and debit
shows new city
Julie is designated as a mover which alerts mortgage
Julie needs a down payment for her
home
Julie is flagged as eligible to move her
401K
Julie moves 401K and takes a loan against for down
payment
Julie closes on her home with a Chase
mortgage
Julie is flagged as candidate for Chase
Private Client
Julie schedules time with a Chase Private
Banker online
Julie starts saving for her kids college
and retirement
CHRISTINA RANDOM NEWBIE OPPORTUNIST ACTIVATOR ADVOCATE
ACTIVITIES
TRIGGERS
TOUCHPOINTS
Eats ranch but
doesn’t connectwith a specificbrand
Makes brand
connection that
HVR has superior
flavor
Connects the
ranch toHidden Valleybrand
Engagement with
recipes drives
broader use of
Hidden Valley
Starts cooking with
ranch and expandsaffinity to otherHRV products
HV meals are now
part of special
occasions in her
home
Shares recipes
online with herfriends and family
Her “goto” recipe
spreads virally
one and brand
reaches out
Creates new
recipes and helps others grow into the brand
Veronica’s UGC
helps move others
from random to
newbie
Consumer Journey Deepening
Julie CORE
TOUCHPOINTS
TECH
DATA
MOVER 401K MORTGAGE Julie
CHANNELS DEVICES MARKETPLACE LOBS
Fragmentation – New World
TV
RADIO
MOBILE APPS
SEARCH
ECOMMERCE
WEBSITES
SOCIAL
TV / RADIO
MOBILE
CARS
WEARABLES
COMPUTERS
TABLETS
HOMES
AUGMENTED
BRANCH
OWNED SITES
PARTNERS
AFFILIATES
RETAIL
AUTO
ASSET
MORTGAGE
CARD
$$
5 Key Takeaways
1. Start with the customer not the technology
2. Unify but democratize your customer data
3. Build a shared taxonomy around your content
4. Omni-Channel doesn’t mean every channel
5. Focus, focus, focus
