Zero- and first-party data isn’t going anywhere – and while you know that, you may not have a comprehensive strategy for it yet. You’ve probably spotted inefficiencies across your messaging channels and are keen to convert that into opportunities to optimize for conversions – but you haven’t gotten there yet. And, like all marketers, you’re also likely highly concerned with getting the most performance out of every dollar you spend.
All of the above elements of lifecycle marketing are no longer just nice-to-have, but a need-to-have in order to succeed now and future proof your strategy.
The good news is that our experts know how to navigate these challenges and opportunities and partnered with some of our favorite industry experts to share their insights.
How do I ensure both my media and creative is data-driven?
Lifecycle and AI: Where We’re At and Where We’re Going
1. Lifecycle Marketing Summit
How to Innovate, Integrate, and Economize Across Your Messaging Channels
DAY 1 | WEDNESDAY, JUNE 7TH
Once A Nice To Have, Now A Must-Have: How One Brand is
Leveraging Omnichannel Lifecycle Marketing
10 – 10:45am PT | 1 – 1:45pm ET
The Most Important KPIs to Really Drive Your
Lifecycle Program
11 – 11:45am PT | 2 – 2:45pm ET
Lifecycle as an Engine to Power Other Channels:
A Panel Discussion
12 – 12:45 pm PT | 3 – 3:45pm ET
DAY 2 | WEDNESDAY, JUNE 14TH
Lifecycle and AI: Where We’re At and Where We’re Going
10 – 10:45am PT | 1 – 1:45pm ET
How to Keep Up Your Creative Testing After
Budget Cuts
11 – 11:45am PT | 2 – 2:45pm ET
Leveraging Your Tech Stack – Migration Execution:
Best Practices for Both
12 – 12:45 pm PT | 3 – 3:45pm ET
3. Today’s Logistics
Kerry Mallett
Content Strategist
Recording & slides will be in your inbox
tomorrow
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4. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+
14. How many marketers are using AI today?
14
More than 80% of industry
experts integrate some form
of AI technology into their
online marketing activities in
2023
80%
…of Email and Lifecycle
marketers use some form AI
Technology?
100%?
15. Let’s give ourselves
some credit…
15
Intelligent Send Times
Smart Segmentation
Churn Prediction
Product Recommendations
Content Generation
…and more!
16. So how do we balance
Public perception
High adoption in our community
Consumer
confidence
Higher
Efficiency
Value
For All
19. Efficiency
Less hands on time,
greater impact
Personalization
Deliver relevant,
timely messages
Strong Relationships
Engage customers at
the right touchpoints
Why AI?
The benefits of using solutions
powered by machine learning to
drive retention
21. AI-Powered Review
Collection
Dynamically suggest relevant,
high-converting topics in real-time as
shoppers write reviews, so your brand
can collect more of the content that
matters most.
How it helps retention: High-quality
reviews help ensure a valuable first
purchase,.
Suggested topics are 4x more likely to
be mentioned in a review
22. Brand Example: The
Honest Kitchen
Challenge: The brand wanted to deliver
the right resources to help new
customers understand the value they
provide.
Solution: Yotpo Reviews with Smart
Prompts and Smart Filters
High level of customer engagement
with Reviews and Loyalty has
contributed to an ROI of 8.7x.
23. AI-Powered Copy
Assistance
AI Copy Assist allows you to create
high-converting messaging in just a few
clicks.
How it helps retention: Keeps
customers engaged between purchases
and gives them a reason to come back.
24. “It generates copy that’s on-point and
on-brand, and it takes the thinking out
of it. To have this tool at my fingertips
saves a ton of time and has been
extremely effective.”
— Phil Williams, Director of eCommerce & Marketing
25. AI-Powered Product
Recommendations
Radically reshape how your customers
shop and how you target them with
enhanced cross-sell flows to recommend
products shoppers are most likely to buy
next.
How it helps retention: By
recommending products your customers
are most likely to buy, you’ll increase the
odds that they come back.
26. AI-Powered Predictive
Segmentation
Analyze historical purchase data to
predict future behavior and identify
customers who are likely to purchase or
churn within a certain time frame. Then,
send targeted, relevant messages to
keep them engaged with your brand.:
How it helps retention: Use these
valuable insights to recognize key
engagement opportunities and send
offers that reengage.
27. Brand Example: PSD
Underwear
PSD used predictive segmentation to
provide their Likely-to-Purchase segment
with early access to Labor Day sales.
The brand has seen 26x ROI from
AI-segmented campaigns.
28. AI-Powered Campaign
Schedulers
Take the guesswork out of scheduling
SMS campaigns, and cut down on time
spent experimenting. Let AI plan and
schedule your marketing messages for
higher chances of conversion.
How it helps retention: By ensuring that
customers are receiving the right
messages at the right time, you’ll
increase your chances of getting them to
shop with you again.
29. What’s ahead
for AI &
eCommerce
➔ AI is already changing eCommerce,
but it’s only the beginning
➔ AI has the power to transform
eCommerce retention, by giving
brands the tools to build deeper,
more personal relationships with
their customers.
➔ Yotpo’s AI Road Map
31. What Lifecycle Marketers Should Be Thinking About
Training AI with your own assets and data
● Broad datasets may not yield the best output for your business needs. Consider how you can use your
existing dataset to hone your results.
Reducing time to focus on human area of impact
● Use AI to help mitigate low level and table stakes activities to allow focus on strategic and human impact
areas; big picture thinking around nuanced emotions, cultural contexts and shifting market dynamics.
Using the technology to drive customer value
● Understand that if you lean in too heavily, it may negatively impact customer perception. Ensure it drives
customer value in execution.
Understanding the ethics around AI use
● Know that the ethics is still being understood and the legalities of AI, particularly generative, are subject
to change. Ensure that you develop your own ethics and value statements to build consumer trust.
32. Screenshot
Industry AI Impacts Beyond Lifecycle
#1 // NAVIGATING THE AI TOOLS ARMS RACE
We are in the early stages of AI development with everybody racing to be the “it” tool.
The result is a tidal wave of tools, making it difficult to evaluate and determine which
apps are legitimate, useful and in it for the long haul.
Recommendations
● Beware of scam apps
● Consider your data security
● Lean on partners well versed in the space to help ID useful tools
Future Forecast
In the shorterm, the flood will continue, but we expect to see a small number of players
rise to the top over time; establishing a new status quo.
32
33. Industry AI Impacts Beyond Lifecycle
#2 // CUTTING THROUGH THE CLUTTER TSUNAMI
The emergence of low skill, high-output AI text and image generation
systems threatens to overwhelm spam filters and compromise our
personal filters with convincing fraud.
Recommendations
● Monitor and prepare for fraud involving your brand
● Be up to date on email and ad networks regarding their actions
● Use a quality partner who understands the state of the
environment and acts ethically
Future Forecast
Barring the emergence of reliable AI detectors, the volume of
convincing fraud is likely to increase with drastic impact for society.
Read more from the source
34. Industry AI Impacts Beyond Lifecycle
#3 // COMBATTING THE RE-EMERGENCE OF THE WALLED GARDEN
Remember the early days of the Internet where several massive providers controlled
everything? With major advertising platforms fighting to gain AI users, they are rolling
out platform-specific AI tools that only work within their systems and ad networks,
essentially creating walled garden 2.0.
Recommendations
● Analyze opportunities and consider impacts on your business
● Avoid placing all your media eggs in one basket
● Connect with partners able to make the most of the walled gardens AND
provide cross-platform capabilities
Future Forecast
As AI wars continue to escalate, we expect platforms to further fortify their walled
gardens in an effort to lock in media dollars and lock out competitors. This
competition will likely fuel more and more capable tools with power solidified in the
platforms able to fund the large scale computing projects necessary to train future AI.
35. General Roadblocks To AI
Trust
● Uptake will boom as soon as trust catches up. Trust in the system, the security and the output.
Cost to Compute
● Large Language Models take immense computer horsepower and GPU production is limited,
leading to rising costs and a scramble to source computing resources.
Energy Costs
● These massive models require huge inputs of power, which is neither clean nor cheap.
Legality
● Current generation generative AI does not create totally brand new product. It’s a different way of
accessing existing info that creates the impression of abilities it doesn’t have.
36. Global Emerging Trends Companies Must Keep An Eye On
Regulation happens sooner than later
● Due to the huge impact of these systems, regulation will happen. Look to see how
regulation already impacts your business to plan for future regulatory impact.
Large language models give way to smaller, discrete tools
● LLM data sets are unwieldy and power intensive, so may not be the right solution for
specific business problems. Look for more efficient, purpose built tools to emerge.
Cloud goes back in house
● Due to rising costs in energy, access fears, security considerations and tool specificity,
Cloud may not be the answer. Forward-thinking enterprises, like Ford and BMW, are
already moving to lock down in-house computing capabilities.
Energy sector and high-tech production shifts
● Energy demand may cause major changes to energy production in this country.
Additionally, look to see high-tech chip manufacturing on-shoring to secure access.
37. Key Takeaways 1. AI will help us STREAMLINE certain tasks, but
cannot REPLICATE or REPLACE what humans
bring to the table.
2. AI-powered solutions for reviews, SMS, and
analytics can make a huge impact on your
customer experience and retention.
3. Utilize AI to reduce your time spent on low-level
tasks so you can focus on the big picture
“human” areas of impact.
4. Regulations and changes will happen. Be able
to shift as needed.
42. Lifecycle Marketing Summit
How to Innovate, Integrate, and Economize Across Your Messaging Channels
DAY 1 | WEDNESDAY, JUNE 7TH
Once A Nice To Have, Now A Must-Have: How One Brand is
Leveraging Omnichannel Lifecycle Marketing
10 – 10:45am PT | 1 – 1:45pm ET
The Most Important KPIs to Really Drive Your
Lifecycle Program
11 – 11:45am PT | 2 – 2:45pm ET
Lifecycle as an Engine to Power Other Channels:
A Panel Discussion
12 – 12:45 pm PT | 3 – 3:45pm ET
DAY 2 | WEDNESDAY, JUNE 14TH
Lifecycle and AI: Where We’re At and Where We’re Going
10 – 10:45am PT | 1 – 1:45pm ET
How to Keep Up Your Creative Testing After
Budget Cuts
11 – 11:45am PT | 2 – 2:45pm ET
Leveraging Your Tech Stack – Migration Execution:
Best Practices for Both
12 – 12:45 pm PT | 3 – 3:45pm ET
