Whatyouneedbefore yougetstarted
Youraudiencedata
Aclearcampaigngoal
Platformaccess(e.g., Copilot,ChatGPT,etc.)
Questions?
Contact
JonathanYoonat yoonj2@nationwide.com
MaryCreanat mfalletticrean@nfg.com
CommonMistakestoAvoid
Overloadingthemodelwith toomuchdataatonce
UsingunclearFPdefinitions
Askingforoutputsbefore definingtargeting
Step01-LoadthedatasetintoAI
First, give AI a persona: Tell the AI who you are and what context it’s working in.
You are an expert Marketing Strategist in Financial Services. You are especially experienced with Segmentation, Targeting, and Positioning
Second load the dataset into AI:
Third, try a Prompt:
Can you perform a simple exploratory data analysis and show me any interesting insight you find?
Whatisit:
Theprocessofdividingabroadmarketinto smaller,moredefinedgroupsofcustomerswho havesimilarneeds,characteristics,orbehaviors.
HowAIcansuperchargeit:
AIisgreatatdetectinghiddenpatternsItcan analyticallyidentifysimilargroupsandcluster themItcangroupbyattributesitdetectsinits analysis,orbyattributesthatyouprovideinyour prompt
Sampleprompts:
ClusterFPsinto6segmentsusingCHANNEL, REGION,REVENUE12MO, DIGITALENGAGEMENTSCORE,PROD (encoded), andwholesalertouchpoints.Nameeachsegment anddescribedifferentiators.” 4 5
Step04-Draftcontent
Whatisit:
Creatingpersonalizedmessagestodefinehowthechosentargetsegment(s)perceivethe brand,product,orservicerelativetocompetitors
HowAIcansuperchargeit:
AIcanquicklytailoroutreachforeachFPItcanalsomakedifferentmessagesdepending onfirmaffiliationorproductfocus.AIcanevenprovideomnichannelcue.Someexamples include:
Emailcopy
Landingpagevariation
Socialadformats
Thesearecommonmarketingoutputs
Sampleprompts:
1Foreachsegment,draftapositioningstatementandthreemessagebulletsTailorlanguage forFPsinCHANNELandtopPRODUCTMIXcombos.
2Mapeachsegmenttooneprimaryandonesecondarychanneltactic(email,events,portal content,wholesaleroutreach)withconcreteCTAs.
3
Step03-FindtargetFPsfor yourcampaign
Whatisit:
Theprocessofevaluatingthepotentialandattractiveness ofeachsegmentidentifiedduringsegmentationandthen selectingoneormoresegmentstofocustheorganization’s marketingeffortson
HowAIcansuperchargeit:
AIcanmakepredictionsaboutthelikelinessofasaleoran adoptionofaproduct.AIcanalsodotheoppositeandidentify firms/FPswithlowadoptionofproductsandgive recommendationstoengage.
Sampleprompts:
1.RanksegmentsbypotentialforFIAadoptionusing FIAPROPENSITY,averageREVENUE12MO,andengagement. Returnatablewithsegmentsize,meanpropensity,mean revenue,andtopthreetargetinglevers.
2.Estimateliftifwefocusontoptwosegmentsandincrease WSMEETINGSby+1andEMAILOPENRATEby+5pp.Simulate expectedchangeinFIAPROPENSITY.
Bonus-youcancreateapredictivemodelusingAI
First
Buildthemodel:
Second
LoadnewFPdataintoAI:
Buildapredictive modelusingthis dataset.Iwillapply thismodelagainsta newdatasettofind whichFPsarelikely toengagewith marketingcampaign.
Hereisalistof100,000 newFPsthathavenot doneanybusinesswithour company
Third Usemodeltopredict:
ReturnalistofTop5,000 FPsbasedonprobabilityto engagewithmarketing campaign