Page 16 - AeM_Feb_2018

BEST PRACTICES & STRATEGIES

Revolutionizing the customer approach

with Artificial Intelligence Marketing

One of the most difficult tasks for marketers is a effectiveness of the campaign, the marketer can focus
personalized customer approach and that’s exactly on basic strategic decisions: Should the campaign
where AI can help. generate rapid revenue or rather rely on sustainable
customer loyalty? How should the topic of incentive
In marketing projects, customers or prospects are recommendation be handled? Are these used
typically segmented into groups, such as gender or aggressively or rather moderately? Etc.
geographic region, and based on these segments
automation links are created. However, a truly The rest is taken care of by AI which decides
personalized approach isn’t possible that way, only strategically on patterns and individual customer data
recommendations, offers, or purchase proposals about the time, the channel, the content and the type of
based on a cluster. incentive.

Not only does this practice have high waste coverage,
it also regularly upsets customers when e.g. they are Who to talk to when about what
getting offers for things they have bought long since. For this, the AI algorithm uses existing data of the
Even though the necessary information for a truly customer account. Ideally, a customer has already
personalized, individual customer approach is already made orders in the past and can be identified based on
available. the buying history so far. If this is not the case, the AI
can also predict possible behavior, using e.g.
The problem is the lack of resources and information such as: How does the buyer deal with
tools for harnessing this data emails and what does he click? How does he navigate
on the website or the online shop? Which products and
The database is simply too complex to make a manual product categories does he look at and which one does
setup of personalized automation routes possible. Not he put into the shopping cart?
to mention that the use of AI technologies can create
completely new possibilities here. Based on this data, the AI can identify patterns and
decide on this basis which content is offered, via which
Instead of manually segmenting by specific groups of channel the customer is contacted, or which products
buyers, creating the content with the appropriate fixed are recommended.
incentives, and then monitoring and controlling the

16 February 2018 - Artificial Intelligence (A.I.) in Marketing