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BEST PRACTICES & STRATEGIES
Set stimuli - only if necessary based on the behavioral and lifecycle data of users.
Based on this anonymous information (e.g., sign-ups,
Incentive recommendation is currently a highly discussed browsing behavior, purchase history, and product
topic, dealing with questions like "Do you always use affinity), potential buyers, known as statistical twins,
vouchers- and if so when? In which form do you use can be identified on Google or Facebook and contacted
them? What impact does that have on sales margin through ad campaigns. Pseudonymous data is used to
development in the short term and what are the long- ensure privacy. If the potential buyer then enters into a
term effects?" dialogue with the dealer, or responds by making a
Due to lack of transparency, an "all or nothing decision" purchase, he/she enters a customer lifecycle and will
is often made. Either everyone gets the coupon or be addressed in the future in a personalized way.
nobody. However, this does not do justice to the Strategist instead of operator
customers and unnecessary incentives are distributed,
which could be saved. The role of the marketer will certainly continue to
change because of the further automation options -
An AI-based incentive recommendation engine can now away from operational execution towards planning and
calculate for each individual customer how likely that strategy development.
person will place an order within the next few hours or
days. The algorithm decides whether an incentive is The customer approach will evolve from a “one-to-
necessary, and if so, to what extent. If it is a customer many” to a “one-to-one” communication. This next level
who buys very regularly, you can assume that he will of customer communication provides marketers with
make an order very soon and an incentive isn’t needed. the ability to target customers and potential buyers,
while significantly reducing wastage through ineffective
Likewise, AI can help in reactivating lost customers by communication and false buying incentives. Customers
providing longer inactive contacts with a higher incentive in turn benefit from suitable offers and special and
- accepting lower margin in favor of the reactivation. tailored offers. ◊
Not to mention that with the help of AI, it is not only
possible to reactivate inactive customers via Facebook By Daniela La Marca
and Google, but to get new ones. For this purpose, ads
are automatically imported into Facebook or Google,
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