Apply AI on 100% Omni-Channel Data to Elevate Conversion Rates, Mitigate Churn, Reduce Calls into CARE and Improve NPS

1. AI Inside CX
Elevates Conversion Rates
and much more…….
Keith Tarter
Transforming MarTech

2. The savviest CMOs are looking
to apply AI on 100% of their
Omni-Channel Data to
Enrich CX
The Foundation for Digital Transformation is AI on Big Data
CMO Kimberly-Clark Gartner Summit Dallas 2017

3. Automated Intelligence (AI) Inside Customer Experience (CX)
WHO?
• CMOs & VPs of
Marketing
• B2B/B2C Marketing
Professionals
• Third-party
Marketing Agencies &
Ad Buyers
• You!
WHAT?
Move to In-Journey one
to one marketing and
away from static
segmented profile
marketing…Birds of a
Feather Don’t Flock
Together… There is only
ONE You…
WHY?
• Elevate Prospect &
Customer Conversions
• Optimize Media Mix
Attribution-Know
where to Spend $$$
and Where NOT too
• Elevate NPS
• Increase CLTV
HOW?
Render Individualized
In-Journey offers,
created by AI on 100%
omni-channel data

4. Because AI is the New Buzz?
Because Saying AI Sounds Smart?
……NO……
Because AI inside CX Actually
Elevates Conversion Rates
and much more……..
WHY AI?

5. AI Models Optimized for Marketing
Product Propensity
• Personalized recommendations based on
customer behavior, context, product &
customer attributes
• Powered by Neural Networks combined with
Matrix Factorization methods
Churn Propensity
• Predict churn propensity based historical and
real-time implicit/explicit behaviors
• Powered by Recurrent Neural Networks
(RNN’s)
Next Best Offer
• In-Journey Prescriptive models rendering 1
to1 actions, offers, content elevating
conversion value and volumes
• Powered by Deep Reinforcement Learning
Mixed Media Attribution
• Learn which channels contribution to
conversions and which don’t
• Powered by Markov Chain models
Continuum Models
• Determine customer’s current state in the
purchase funnel and determine next best
marketing treatment
• Powered by Concurrent Neural Networks
(CNN’s)

6. But, as we say in
Texas…. It Ain’t Easy...

8. AI Models Train on 100% of Omni-Channel Data
 CHAT
 E-mails
 Surveys
 Service Tickets
 Call Center Agent Notes
 Call Center Voice Recordings
 In-Store Experience Purchases/Returns
 Truck Roles
 Service Tech Notes
 Referral URL’s
 Page Views
 Page Bailouts
 Search Strings
 IVR Experience
 Blue Unstructured DataGreen Structured Data Gold Semi Structured Data

9. In-Journey CX Actions – Offers – Content to Just the Right ONE
Right-Time MarTech Platform
Powered by AI on 100% CX Data
MarTech Stack

10. But, it is Worth It…….

11. What is the Financial Impact?
Netflix estimates AI-
driven personal
recommendations
are worth
$1 billion a year
Source: Netflix white paper by VP of Product Innovation
(That’s equal to 20% of their global content spend!)

12. One client, a large telecom provider, saw a
14% jump in conversions
in a small 6-month rollout test.
14% on each $1,000,000 = $140,000 Increase in Revenue
@ 30% Margin = $42,000
Immediate ROI

13. Keith Tarter
214-616-1262
kdtarter@outlook.com
Applied AI is About Enriching CX
to Elevate Conversion Rates
Measured in New Sales & Higher
Margins
What is an additional 14% in Customer
Conversion Rates worth to your business?