Technologies used

AWS S3 Bucket

AWS S3 Bucket

Alteryx

Alteryx

Tensorflow

Tensorflow

Apache Spark

Apache Spark

AWS Sagemaker

AWS Sagemaker

AWS EMR

AWS EMR

Sci-kit Learn

Sci-kit Learn

Retail & CPG

Marketing optimisation to increase ROI for a multinational retail company

Impact by the number

 

~40%

improvement in campaign conversion

360

degree customer view

Retail & CPG

Marketing optimisation to increase ROI for a multinational retail company

The challenge

A multi-national travel retail company identified the need to optimize their marketing campaigns in order to increase the total return on investment. They wanted a way to get a better understanding of their customers’ needs. They seeked to divide customers into different segments and to target them based on their interests, behaviours and profiles, to increase campaign profitability.

The solution

Addo designed and implemented an AI engine to obtain a ‘360 degree view’ of our client’s customers. The 360 degree view provided information about every aspect of a customer’s buying habits and behaviours. Dashboards were built to display this customer information — ranging from website inquiries and customer support requests to different product purchase details — allowing our client to have a clear and segmented view of customers. Moreover, the dashboards were accessible by every department in the organization, forming a single version of truth on customer information. Once this was achieved, our client was free to employ a targeted approach to their marketing efforts. They prioritize different customer segments with clear knowledge about which customers were likely to buy when approached through marketing channels, thereby improving campaign conversion rates.

The AI engine was also able to calculate and score the likelihood of customers buying specific products at specific times, further improving the client’s marketing efforts. Deep neural networks were trained to achieve this, using data such as customer transaction history, customer behavioral patterns, demographic data, customer personas and the information of products.

To build this solution, a pool of highly qualified Machine Learning Engineers, Integration Engineers, Cloud Engineers and Solutions Architects were engaged.

AI techniques: Deep Learning Neural Networks

The results

  • 360 degree customer view
  • Improved marketing campaign turnover
  • Reduced overall costs
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