David Edelman explains how having an AI strategy can provide a wide range of new variables that can be personalized to the customer journey, helping to speed and scale and make the concept of agile a reality.
Champion versus challenger has been the basis for finding lift and proving marketing value for decades. But we are way past the slower, high-cost operations needed to test direct mail pieces or even direct response TV. To find the right offer, message, or call center interaction on an increasingly personalized basis for digital channels requires multi-variate testing on a massive scale. Even the fastest “war rooms” for rapid test and learn, operations I’ve helped many companies build, suffer if you need analytic experts to create every test matrix, copywriters to draft every word for every variation, and operations managers to coordinate layers of simultaneous tests. And would you even be able to find all the talent you need at an affordable cost?
New optimization tools, powered by artificial intelligence, have already infiltrated the media buying process. And there is an overwhelming range of tools to turn first- and third-party data into targeting plans. But now we can use AI to optimize the personalization of the CONTENT of an interaction. Offer design, words, pictures, conversational interactions, tonality, and hundreds of other descriptors become data that can be measured, matched, and modelled.
Key points include:
- AI as a growth engine
- Enhancing the emotional connection
- Driving a rethink of operations
Read the full article, What’s your AI strategy for scaling Segment-of-One Marketing? on LinkedIn.