Intelligent Customer Interactions (ICI) Product Innovation Manager
Ford Motor Company
Powering a More Intelligent Customer Experience
Artificial Intelligence and advanced analytic techniques are ever-present in our daily lives. Because of big data and improved Machine Learning tools, it is now possible to bring this technology to bear in the automotive 1:1 marketing space at scale. AI/ML enables you to truly know the customer, sense where they are on the customer journey, and provide actions and communications that are relevant.
Mike will discuss the operational issues that need to be resolved in order to have the institutional knowledge to achieve consistent success. This will include data curation, tool development, and extensive test and learn methodology before you can be on track to increase optimization and automation to ultimately drive sales!
About Mike Spadafore
Mike Spadafore is the Intelligent Customer Interactions (ICI) Product Innovation Manager for Ford Motor Company. He is responsible for the development of data and analytics driven 1:1 marketing tools and services. Mike’s current focus is the development and operationalizing of advanced decisioning and machine learning to drive intelligent customer interactions.
Previous to his role at Ford, Mike has served as the Global Director of Product Strategy at IHS Markit and Director of Automotive at Acxiom Corporation. Mike’s career focus has been on the strategic application of data and analytics across all three tiers in the automotive arena with a strong focus on decisioning science and artificial intelligence. Mike has developed and launched a wide range of products/platforms including high performance campaign environments, analytically driven lead scoring and marketing, predictive model development and application, online/offline data integration, and analytically driven decisioning/next best action solutions. Mike has worked with all top ten OEM’s and Dealer Groups along with a number of the major supporting players in the industry. Mike studied computer science and psychology at the University of Michigan, earned his MBA from the Kellogg School of Management, and is a frequent speaker on advanced 1:1 marketing, machine learning, and the data driven customer experience.