Artificial Intelligence and Information Architetcure

Shawn GoodinMarketing CTO

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

$$

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

PRINT

WEBSITES

SOCIAL

EMAIL

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

@shawngoodin

http://bit.do/shawngoodin

Shawn.Goodin@chase.com

SHAWN G DIN