2×2 Marketing Intelligence Matrix



Artificial Intelligence (AI) is currently used in many forms of marketing. We are still in the early stages, but the opportunities are humongous.

If we list-down all the marketing activities and divide them into subgroups, we typically have two types of activities


1- Channel : All the activities with respect to marketing like channel activation, caps etc

2- Non Channel : All the activities before and after marketing, which includes segmentation


Each of these activities can be completely automated using AI or require human involvement.

Image below shows a futuristic “2×2 Marketing Intelligence Matrix” when marketers start using AI for various marketing activities



1. Improve User Experience

Though the end goal of the marketer is to increase lead or sales, the primary goal is to provide good customer experience.  In a multi-channel marketing world, customers are exposed to different marketing messages across different channels. Marketers are now in a position to leverage the power of AI for better customer experience. This means AI can be used to decide best channel for each user, right order of channel, type of messages to be shown etc.

2. Optimize Campaign Setup

Imagine a situation when a marketer is recommended whom to target on a daily basis or even real time. The core of all this recommendation is AI. This means AI helps marketers predict right marketing segments. Marketers can then quickly launch more and more campaigns.

3. Increase Reach

The goal of the marketer is to increase conversions, which means that marketer should be able to reach more and more customers. This can only be achieved either by adding more marketing channels to existing stack or increase publisher partnership for display-like channels.

4. Normalize Data

(1), (2) and (3) are only possible if right data is available for both automated and manual analysis. Marketers have to collect right data, clean it, dedup it and make it available to all the downstream components. AI can help marketers automate some of these activities. But, initially, this includes lots of adhoc activities which can only be done by humans.

Please share your thoughts and also a design of your Marketing Intelligence Matrix.

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Associate Vice President, Product Management at Vizury

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