What 'lessons learned' can we lift from Marketing and Advertising's broad and deep use of Artificial Intelligence? Modularity, flexibility, continuous testing and controlled lack of control..to start

1. (c) All rights reserved. Property of Michael R Hoffman & ClientxClient mrh@clientxclient.com 908.350.3012

2. (c) All rights reserved. Property of Michael R Hoffman & ClientxClient mrh@clientxclient.com 908.350.3012
What Does Amazon Teach Us About AI? Analytics + Execution + Continuous Learning
Service,Software,InteractionManagementLikeAmazon
Is this a
lot of AI
for a
$12.21
Book?

3. Artificial Intelligence Orchestrates Each
Contact for Optimal Outcome While
Scripting Multitude of Potential “Next”
Creativity + Multi-Channel Execution
(c) All rights reserved. Property of Michael R Hoffman & ClientxClient mrh@clientxclient.com 908.350.3012
AI must factor
imminent and
downstream
decisions while
continuously
navigating to
optimum

4. Artificial Intelligence
Payback/ROI Can Be Mind
Boggling Large*
• Grow Customer Revenue 60-200%
• Reduce Expense Per Customer 20-60%
• Accomplish using 85-100% companies current technology
Performance lift justifies
transforming customer
experience
*net performance increases
can be multiple of this
*Broad AI deployments leveraging AI 1st Aspirational
Design should target order of magnitude increase in
income and/or 40-60% reduction in cost as baseline

5. AI + Human Ingenuity & Experimentation
Wins!
(c) All rights reserved. Property of Michael R Hoffman & ClientxClient mr.mhoffman@gmail.com 908.350.3012

6. AI CONTROL CENTER 2020-
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(c) All rights reserved. Property of Michael R Hoffman & ClientxClient mrh@clientxclient.com 908.350-3012
---RequiresaControlCenter
AI CROSS FUNCTION
OPTIMIZATION CENTER

7. The effect of state change measured as waves versus linear – more
insights? Do both looking for lift – can you factor for customer
openness – slot availability (is that a time in/per channel unit/is there
equivalent measure?
(c) All rights reserved. Property of Michael R Hoffman & ClientxClient mr.mhoffman@gmail.com 908.350.3012
State A State A1
Can the movement of
individuals from states be
calculated as waves?
Does it provide insights?
Is ability to buy – or
openness to messages –
slot’s the other way –
impacting results?

8. © 2002. All rights reserved. ClientXClient Inc.
Overview
We help clients:
 Understand the value and potential of each
customer, in order to monetize, prioritize and
optimize customer relationships
 Connect company goals to customer
performance for unprecedented competitive
advantage and unmatched planning, execution
and forecasting
 Enable every decision-maker to make better,
more profitable decisions
 Deliver satisfying, differentiating, profitable
experiences to each customer
Expertise:
 Customer Value
Optimization
 Artificial Intelligence
 Customer Experience
Management
 Marketing Technologies
 CRM
 Sales
 Customer Operations
 Segmentation
 Database Marketing
 Customer Profitability
 Measurement Systems
For more information contact mrh@clientxclient.com 908.350.3012 Copyright Client X Client www.clientxclient.com.

9. Next Generation of Customer
Insights & Analytics:
• Leadership
• Methods
• Metrics
• Technology
• Innovation
For more information contact mrh@clientxclient.com 908.350.3012 Copyright Client X Client www.clientxclient.com.

10. Michael R Hoffman
Contact: Michael R. Hoffman, mrh@customerworthy.com 908.350-3012
Thank You
For more information contact mrh@clientxclient.com 908.350.3012 Copyright Client X Client www.clientxclient.com.
WARNING!
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