Leveraging Artificial Intelligence and Machine Learning to Maximize MCM Impact
Brand teams can use Artificial intelligence (AI) and Machine Learning (ML) to make the most of each multichannel engagement. Here are a few suggestions and predictions that AI/ML can help you with:
- Each customer’s preferred channel of communication (e.g. email, text, face-to-face, physical brochures, presentations)
- Best messaging
- Best cadence (frequency for each channel)
- Timeline (time of day/month)
- Most appropriate tone of message based on profiles
Using AI/ML suggestions appropriately can lead to a larger impact on your MCM efforts.
The chart below shows the impact of each individual channel on your customer behavior (left). Although face-to-face details is the highest impact channel overall for customers, this is not true for every physician. The graph at the bottom right shows that Dr F. responds best to digital channels which deliver a better impact for this particular individual.