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Martin Haering CMO - Finastra
Data Analytics and AI The path to customer centricity
THE B2B MARKETING FOCUS TODAY
Circulation Rate
Marketing Qualified Leads
Sales Accepted Opportunities
Time spent on Website
Opening Rates
Click Through Rates
Unique Visitors
Brand Awareness
RoMI
Raise your hand if your Marketing focus is around these topics
Do you know your job profile might no longer exist in 5 years’ time?
AI, ML & RPA CAN REPLACE
50% OF HUMAN DRIVEN
MARKETING BY 2025
• Lead nurturing
• Content aggregation
• Live chats
• A/B testing
• Data enrichment
• Audience targeting
• eMail campaigns
• Programmatic ads
THE FUTURE ROLE OF THE CMO
Knowing, advising and delighting your
clients means you need
to become the
Chief Customer Experience Officer
Knowing your data and how
to make sense of it means you need
to become the
Chief Data Officer
THE NEW ROLE OF A CMO
DATA WILL BECOME THE
COMPETITIVE DIFFERENTIATOR
AUGMENT &
AGGREGATE
ADVISE &
MONETISE
EXPLORE
& ANALYSE
THE GROWING DEMAND FOR
MARKETING DATA SCIENTISTS
Y/Y increase in demand for
data scientists on
recruitment top sites
344% 28%
CAGR expected growth rate
of the global data lakes
market during 2017-2023
Increase by
Data held by the big 4:
AWS, Google, MSFT
and Facebook
1.200 PB
THE GROWING MARKET FOR AI/ML & RPA
AI/ML related technologies
will be worth $1.2tr
By 2020
Investments in AI/ML
will triple
x3
CX = Data + AI + HI
THE FORMULA FOR CUSTOMER EXPERIENCE
THE INFINITE CUSTOMER VALUE CREATION
ULTIMATE CUSTOMER EXPERIENCE
TREND INSIGHTS PERSONALISED CONTENT TARGETED ADVERTS
COMPUTER VISION &
SPEECH RECOGNITION CHATBOTS
DETAILED CUSTOMER
PERSONAS
DYNAMIC PRICING AUTOMATED CONTENT
GENERATION
AUTOMATED CONTENT
GENERATION
WHAT CAN YOU DO TOMORROW?
Be curious and start to test AI solutions!
AI is likely to be either the best or the worst thing ever to happen to humanity, so there’s a huge value in getting it right.”
Stephen Hawking
“
WARNING !
June 2019 saw Oxford
University’s largest single
donation since the Renaissance
£150m – to promote
understanding of Ethics in AI.
Funded by Stephen
Schwarzman, CEO of private
equity firm Blackstone
…misdiagnosed following a heart attack
BIAS IN THE DATA THAT FEEDS ML
60% 47% Women are
More likely to be
…seriously injured & 17% die in car crashes
than men
People with darker skin are 5% more
likely to be unseen by driverless cars
BIAS IN THE ALGORITHMS OF AI
Get your data right and accessible
Get data scientists on board: hire
talent and experiment in an agile
environment
Pick areas where ML & RPA have
the biggest impact
GETTING OFF THE BLOCKS
THE MOST IMPORTANT STEP IS YOUR FIRST.
THANK YOU.
But make sure you are heading in the right direction.
https://www.linkedin.com/in/martinhaering/
Ask me questions via the Ignite 2019 app.
Just click on Ask the Speaker.
