In late 2017, Jon Francis and Arun Veettil embarked on a journey creating a custom-developed AI-driven martech and personalization platform to better understand the individual customer journey and serve the customers better with personalized products and offers, building an experimentation platform and customized data-driven AI models. They then continually iterated on the models with a fast-paced “test and learn” strategy.
Jon shares their perspective and explain how the platform helped improve marketing and personalization solutions and how it’s better able to understand its customers and suggest relevant products at the right time and context.
Jonathan Francis is vice president of marketing analytics and optimization at Starbucks.
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