Understand why information architecture is foundational to artificial intelligence in order for marketers to drive personalized customer experiences.

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 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.

12. 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

13. CX Maturity Model
“Customer experience
is the next competitive
battleground. It’s where
business is going to be
won or lost.”
– 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
doesn’t 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 “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
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
doesn’t 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 “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
TOUCH
POINTS
TECH
DATA
MOVER 401K MORTGAGE Julie

18. 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
$$

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 doesn’t mean every channel
5. Focus, focus, focus
@shawngoodin

20. @shawngoodin
http://bit.do/shawngoodin
Shawn.Goodin@gmail.com
SHAWN G DIN