Artificial Intelligence and Information Architecture
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Understand why information architecture is foundational to artificial intelligence in order for marketers to drive personalized customer experiences.
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Artificial Intelligence and Information Architecture
- 1. Artificial Intelligence and Information Architecture Shawn Goodin Marketing CTO @shawngoodin
- 9. CHANNELS DEVICES MARKETPLACE LOBS Fragmentation TV RADIO MOBILE APPS SEARCH ECOMMERCE PRINT WEBSITES SOCIAL EMAIL TV / RADIO MOBILE CARS WEARABLES COMPUTERS TABLETS HOMES AUGMENTED BRANCH OWNED SITES PARTNERS AFFILIATES RETAIL AUTO ASSET MORTGAGE CARD $$
- 10. Average Company ~90 MarTech Applications @shawngoodin
- 11. IDENTIFY ENGAGE ANALYZE Create Cross-Channel Personalized Marketing Learn Through Customer Data Analytics Gain a 360Âș 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.
- 12. IDENTIFY ENGAGE MEASURE CONTENT MANAGEMENT CAMPAIGN MANAGEMENT Create Cross-Channel Personalized Marketing Learn Through Consumer Data Analytics Gain a 360Âș View Of the Consumer AUDIENCE MANAGEMENT MARKETING DATA MANAGEMENT (Data Strategy, Governance and Management) Business Capabilities DECISION MANAGEMENT TARGETING & SEGMENTATION INSIGHTS ANALYTICS MODELING
- 13. CX Maturity Model âCustomer experience is the next competitive battleground. Itâs where business is going to be won or lost.â â Tom Knighton
- 14. Minority Report
- 15. Content Curation Real Time Targeting AI Generated Content Propensity Modeling Ad Targeting Predictive Analytics Lead 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
- 16. CHRISTINA RANDOM NEWBIE OPPORTUNIST ACTIVATOR ADVOCATE ACTIVITIES TRIGGERS TOUCH POINTS Eats ranch but doesnât connect with a specific brand Makes brand connection that HVR has superior flavor Connects the ranch to Hidden Valley brand Engagement with recipes drives broader use of Hidden Valley Starts cooking with ranch and expands affinity to other HRV products HV meals are now part of special occasions in her home Shares recipes online with her friends and family Her âgotoâ recipe spreads virally one and brand reaches out Creates new recipes and helps others grow into the brand Veronicaâs UGC helps move others from random to newbie Consumer Journey Deepening Julie CORE ACTIVITIES TRIGGERS TOUCH POINTS 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
- 17. CHRISTINA RANDOM NEWBIE OPPORTUNIST ACTIVATOR ADVOCATE ACTIVITIES TRIGGERS TOUCH POINTS Eats ranch but doesnât connect with a specific brand Makes brand connection that HVR has superior flavor Connects the ranch to Hidden Valley brand Engagement with recipes drives broader use of Hidden Valley Starts cooking with ranch and expands affinity to other HRV products HV meals are now part of special occasions in her home Shares recipes online with her friends and family Her âgotoâ recipe spreads virally one and brand reaches out Creates new recipes and helps others grow into the brand Veronicaâs UGC helps move others from random to newbie Consumer Journey Deepening Julie CORE TOUCH POINTS TECH DATA MOVER 401K MORTGAGE Julie
- 18. CHANNELS DEVICES MARKETPLACE LOBS Fragmentation â New World TV RADIO MOBILE APPS SEARCH ECOMMERCE PRINT WEBSITES SOCIAL EMAIL TV / RADIO MOBILE CARS WEARABLES COMPUTERS TABLETS HOMES AUGMENTED BRANCH OWNED SITES PARTNERS AFFILIATES RETAIL AUTO ASSET MORTGAGE CARD $$
- 19. 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 doesnât mean every channel 5. Focus, focus, focus @shawngoodin