Survey – AIMC

Based on your understanding of your organization’s strategy, select your level of agreement to the following questions using a five point scale where 1 is strongly agree and 5 is strongly disagree.

AI and Machine Learning Diagnostic Tool

1. Long term customer relationships are a strategic priority for our firm

2. Developing data driven customer insights is a priority for our firm

3. Our customers prefer us to provide products that are personalized to their preferences

4. Our customers only prefer low prices

5. Our firm faces competition from technology platforms (e.g., Google, Amazon, Facebook, Apple, Microsoft etc).

Stage 1: Foundation

6. Please indicate on a scale of 0% to 100% the level of first party data (i.e., data you directly collect about individuals actions that can be attributed to them) you collect for prospects

7. Please indicate on a scale of 0% to 100% the level of first party data (i.e., data you directly collect about individuals actions that can be attributed to them) you collect for customers about:

8. Our database can identify each customer’s transactions with the firm

9. Our database can identify each of the firm actions directed to a customer

10. Our database can identify each prospect’s transactions with the firm

11. Our database can identify each of the firm actions directed to a prospect

12. Our database can easily access information about customers

13. Our database can easily access information about prospects

14. Our firm tracks customer actions over time

15. Our firm tracks prospect interactions with the firm over time

Stage 2: Experimentation

16. We expect to conduct experiments with AI solutions from third party vendors that personalize our interactions with at least one customer relationship moment (i.e., acquisition, retention, growth, advocacy).

17. We have identified a vendor to develop AI systems that can be tested in the experiments.

18. We have allocated a budget to conduct the experiments.

19. We have identified metrics to evaluate the performance of the experiments.

20. We have approval for running more than one cycle of the experiments.

Stage 3: Expansion

21. We have conducted experiments with AI solutions from third party vendors that personalize our interactions with at least one customer relationship moment (i.e., acquisition, retention, growth, advocacy).

22. We anticipate developing AI based systems that personalize more aspects of the customer relationship moment that was tested in question 21.

23. We anticipate developing AI based systems that personalize customer relationship moment other than the one was tested in question 21.

24. We have identified an AI marketing champion, i.e., an individual responsible for leading the AI marketing initiatives in the firm.

25. We are investing in talent to develop AI marketing capabilities in-house.

26. We have compiled a summary of the results from AI experiments to present to top management.

27. We are developing a budget for building AI marketing capabilities across all customer relationship moments.

28. We are refining the AI models based on feedback from the experiments.

29. We have a cross-functional team of c-level executives collaborating to develop AI marketing capabilities.

30. We are developing an agile methodology to conduct multiple AI marketing experiments

31. We are developing an agile methodology to track the performance of AI marketing experiments

32. We are developing an agile methodology for conducting marketing experiments quickly, with no experiment lasting longer than one month.

Stage 4: Transformation

33. We have developed AI based systems that personalize one or more customer relationship moments.

34. We anticipate using AI to personalize all moments of the customer relationship (acquisition, retention, growth and advocacy).

35. We are tracking outcomes from our AI and machine learning experiments so we can prepare a solid business case for top management fund additional AI and machine learning for marketing initiatives.

36. Our business case will recommend building an AI marketing group in-house

37. Our business case will recommend buying an AI marketing firm.

38. We have identified areas where external vendor solutions are not sufficient to personalize customer relationship moments.

Stage 5: Monetization

39. We are actively engaged in discussions to develop a new revenue stream that leverages our capabilities in AI marketing from existing customers

40. We are actively engaged in discussions to develop a new revenue stream that leverages our capabilities in AI marketing from new customers

41. We are actively engaged in discussions to level our AI marketing capabilities to develop a network-based business model that connects our different stakeholders.