Explainable Model Fusion for Customer Journey Mapping

Abstract

Due to advances in computing power and internet technology, various industrial sectors are adopting IT infrastructure and artificial intelligence (AI) technologies. Recently, data-driven predictions have attracted interest in high-stakes decision-making. Despite this, advanced AI methods are less often used for such tasks. This is because AI technology is a black box for the social systems it is meant to support; trustworthiness and fairness have not yet been established. Meanwhile in the field of marketing, strategic decision-making is a high-stakes problem that has a significant impact on business trends. For global marketing, with its diverse cultures and market environments, future decision-making is likely to focus on building consensus on the formulation of the problem itself rather than on solutions for achieving the goal. There are two important and conflicting facts: the fact that the core of domestic strategic decision-making comes down to the formulation of the problem itself, and the fact that it is difficult to realize AI technology that can achieve problem formulation. How can we resolve this difficulty with current technology? This is the main challenge for the realization of high-level human-AI systems in the marketing field. Thus, we propose customer journey mapping (CJM) automation through model-level data fusion, a process for the practical problem formulation known as explainable alignment. Using domain-specific requirements and observations as inputs, the system automatically outputs a CJM. Explainable alignment corresponds with both human and AI perspectives and in formulating the problem, thereby improving strategic decision-making in marketing. Following preprocessing to make latent variables and their dynamics transparent with latent Dirichlet allocation and a variational autoencoder, a post-hoc explanation is implemented in which a hidden Markov model and learning from an interpretation transition are combined with a long short-term memory architecture that learns sequential data between touchpoints for extracting attitude rules for CJM. Finally, we realize the application of human-AI systems to strategic decision-making in marketing with actual logs in over-the-top media services, in which the dynamic behavior of customers for CJM can be automatically extracted.