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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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