Change Management Is an Ongoing Mission

CDO Magazine Interview Series

By Jonathan Shiery

In this episode of CDO Magazine's Podcast series, Tiffany Perkins-Munn, Managing Director and Head of Marketing Data and Analytics at JPMorgan Chase and Co., speaks with Jonathan Shiery, Partner at Guidehouse, in a video interview about the challenges around customer satisfaction, the role of pricing and other factors, leveraging predictive analytics, the importance of change management, and combining newer AI tools like Chat GPT and generative AI with existing techniques for strategic decision making.

As a part of her role, Perkins-Munn looks at pricing and ways a company can figure out the best prices for their product compared to competitors. Usually, this results in a race to the bottom in terms of pricing. By analyzing the dynamics of the market, customer behavior, and competitor pricing with machine learning algorithms, marketers can find optimal price points for different customer segments, says Perkins-Munn. Further, marketers can use this data to maximize revenue and respond to market changes in real time.

Moving forward, she speaks about the role of change management. Perkins-Munn states that everyone must go through a change management exercise. Senior leaders and data scientists especially are accustomed to seeing and presenting information in certain ways. Consequently, to ensure successful communication and usage of information throughout the organization, it must implement a change management exercise that covers how information is shared, the recommendations accompanying the information, and the conversations associated with how the information is to be used.

Listen to the full episode below to learn more.

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