Optimization of marketing campaigns through customer insights

Marketing campaign optimization through customer insight is a marketing strategy based on collecting and analyzing customer information to improve the effectiveness of campaigns. This strategy involves, among others, the use of data analysis technologies and artificial intelligence tools. To collect information about customer preferences and behaviors, and use this information to adjust and improve campaigns.

In this edition, we will share with you how our client achieved its strategic objective of providing a positive and holistic experience throughout the customer journey. They wanted to get to know their consumers in a comprehensive way, so that, with the good use of this information, it would be possible to increase loyalty, purchase and repurchase of their products. However, obtaining this data alone was not enough.

Optimizing a marketing campaign through insights

Optimizing marketing campaigns through customer insight focuses on personalizing campaigns to reach customers more effectively and efficiently. For example, if you know that a customer has purchased a particular product in the past, you can use this information to present them with relevant ads and special offers related to that product in the future.

By using customer insights to optimize marketing campaigns, companies can improve the relevance and effectiveness of their messages, which in turn can increase the conversion rate and ROI of campaigns. In addition, by personalizing campaigns for each customer, the customer experience can be enhanced and long-term loyalty can be fostered.

Our client: This is an important reseller of a prestigious brand manufacturer of computers and smartphones, with points of sale distributed in the main cities of Latin America, where it has served more than 700,000 customers over the last few years.

The purpose: was to increase the number of transactions, as well as the average ticket of each one of them, but the knowledge of the end customer was scarce, so all campaigns were segmented in a traditional way. For this business challenge, the purpose was to micro-segment, build very detailed profiles and know the motivations and aspirations of the final consumers.

The GBA Smart Marketing® solution

Smart Data, we built for our client a data repository in the cloud, in which we integrated all data sources (online/offline). We then structure, debug and deduplicate this data.

Smart Analytics & Smart Geo: we performed different analytical exercises including: cluster analysis, purchase propensity modeling, demographic and geographic segmentation. The use of artificial intelligence reduced campaign planning execution times and subsequent feedback.

The result of these data and analytical exercises was the detailed definition of at least twelve segments. Within these three sub-segments we were able to describe at least eighteen main attributes.

With all of the above we had two dimensions of analysis: from the transactional and from the point of view of data and geography, understanding their place of residence, pedestrian and vehicular transit. Since the physical points of sale represented for our client their most important sales channel, it was necessary to clearly answer the question: Where?

Smart Contact: With all the inputs collected, we went a step further and diagnosed the potential for contactability and the existence of permissions for the use of personal data.

Through a segmented channel strategy, focused on maximizing response and conversion. We managed to design and execute four types of campaigns during the first year. These campaigns had five objectives:

1. Capture of data usage permissions.
2. Increased contactability and first steps in building multi-channel.
3. Increase purchases within active customers with high-high and medium-high propensity to buy.
4. Up selling & Cross Selling for customers who made purchases in the last twelve months.
5. Identification of new customer prospects with high consumption potential.

Results

The results obtained in the first 12 months of implementation of the Single Customer View by GBA Smart Marketing® solution in relation to the previous 18 months were as follows:

• Increased contactability by email by 21%, by cell phone by 27%, by physical address by 12%.
• We found 78,635 duplicate prospects in whom we were investing about 3.1% of the communication budget.
• It was determined that 17.21% of the customer database had inconsistencies in the information recorded, which affected the results of all marketing actions.
• The number of clients increased by 7.5%.
• Increased up-selling by 11.1%.
• Cross-selling increased by 9.7%.
• The average ticket increased by 3.4%, 7.2% and 8.1% respectively during the last three quarters.

For GBA Smart Marketing®, the value and interpretation of data plays a key role in the development and innovation of our portfolio of tailor-made solutions for each of our clients.

We have different techniques and algorithms that allow us to treat structured, semi-structured or unstructured data. We integrate experience, technology and methodology to implement concepts such as ML, AI & SmallBig Data. These concepts are our pillar in the development of marketing activities, in order to support our clients in achieving their strategic objectives.

Contact us for more information about our services.