Artificial Intelligence and Information Architecture By Shawn Goodin
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Artificial Intelligence and Information Architetcure Shawn Goodin Marketing CTO
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Transcript of Artificial Intelligence and Information Architecture By Shawn Goodin
Artificial Intelligence and Information Architetcure
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-ChannelPersonalized Marketing
Learn ThroughCustomer Data Analytics
Gain a 360º ViewOf the Customer
Customer DATA MANAGEMENT(Data Strategy, Governance and Management)
Business Capabilities
Aswegetbetteratidentifyinguniqueaudiencesweneedtodelivermorepersonalizedandrelevantmessagingacrosschannels,devicesandalignedwithCustomerpreferencesandmotivationsforbuying.
InordertorespondtoCustomerexpectationsinthisnewandeverfragmentingworldweneedtobewatchingandlisteningsowecanidentifyaudienceswithsharedbeliefs,buyingpatterns,andaffinitiestoourbrands
AsweengageuniqueCustomeraudienceswithmorepersonalizedexperiencesacrosschannelsweneedamorereal-timefeedbacklooponhowspecificaudiencesrespondtocertaincontentacrosschannelsanddevicestoinformandoptimize.
IDENTIFY ENGAGE MEASURE
CONTENTMANAGEMENT
CAMPAIGNMANAGEMENT
Create Cross-ChannelPersonalized Marketing
Learn ThroughConsumer Data Analytics
Gain a 360º ViewOf the Consumer
AUDIENCEMANAGEMENT
MARKETING DATA MANAGEMENT(Data Strategy, Governance and Management)
Business Capabilities
DECISIONMANAGEMENT
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 butdoesn’t connectwith a specificbrand
Makes brand connection that HVR has superiorflavor
Connects theranch toHidden Valleybrand
Engagement withrecipes drivesbroader use ofHidden Valley
Starts cooking withranch and expandsaffinity to otherHRV products
HV meals are nowpart of specialoccasions in herhome
Shares recipesonline with herfriends and family
Her “goto” recipespreads virallyone and brandreaches out
Creates new recipes and helps others grow into the brand
Veronica’s UGChelps move othersfrom random tonewbie
Consumer Journey Deepening
Julie CORE
ACTIVITIES
TRIGGERS
TOUCHPOINTS
MOVER 401K MORTGAGE PRIVATE
Checking&Savingwithdirectdeposit&onlinebillpay
DirectDepositchangesanddebitshowsnewcity
Julieisdesignatedasamoverwhichalertsmortgage
Julieneedsadownpaymentforher
home
Julieisflaggedaseligibletomoveher
401K
Juliemoves401Kandtakesaloanagainstfordown
payment
JulieclosesonherhomewithaChase
mortgage
JulieisflaggedascandidateforChase
PrivateClient
JulieschedulestimewithaChasePrivate
Bankeronline
Juliestartssavingforherkidscollegeandretirement
CHRISTINA RANDOM NEWBIE OPPORTUNIST ACTIVATOR ADVOCATE
ACTIVITIES
TRIGGERS
TOUCHPOINTS
Eats ranch butdoesn’t connectwith a specificbrand
Makes brand connection that HVR has superiorflavor
Connects theranch toHidden Valleybrand
Engagement withrecipes drivesbroader use ofHidden Valley
Starts cooking withranch and expandsaffinity to otherHRV products
HV meals are nowpart of specialoccasions in herhome
Shares recipesonline with herfriends and family
Her “goto” recipespreads virallyone and brandreaches out
Creates new recipes and helps others grow into the brand
Veronica’s UGChelps move othersfrom random tonewbie
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 technology2. Unify but democratize your customer data3. Build a shared taxonomy around your content4. Omni-Channel doesn’t mean every channel5. Focus, focus, focus
