DIGITAL
ADVERTISING FIRM.
PRODUCT DEVELOPMENT
Build a product that collects person-level shopping data and aligns each retail item to an anonymous ID in real time. Sourced from online web-browsing behavior and offline in-store purchases, as more data is absorbed, the more the product understands each person’s preferences, how they act and how they’ll respond in the future.
PROJECT 1: DATA COLLECTION & VALIDATION
PROJECT ACHIEVEMENTS:
- Determine the necessary data points that need to be collected
- Design, build & test system for collecting online real-time browsing history
- Establish logging for both online behanior/purchases & offline purchases
- Validate the data before applying modeling algorithms that target prospects
PROJECT 2: TARGETING & RANKING OF PROSPECTS
PROJECT ACHIEVEMENTS:
- Develop modeled formulas that score & subsequently rank prospects for customer acquisition campaigns
- Reduce load by suppressing the number of prospects that are eligible for modeling
PROJECT 3: PERSONALIZED MESSAGING TO INDIVIDUALS
PROJECT ACHIEVEMENTS:
- Variety in category recommendation:
Enable dynamic re-scoring of recommended categories at impression time based on the recency and frequency each product category has been marketed within impressions for a particular person
- Promotion selection
Enable real time selection of promotional offers that best fit a person’s interest
- Personalization for prospective customers (Prospects defined as: non-buyer, non-site interactor)
Enable product category recommendations to prospects who have not purchased from this retailer nor have interacted with any brand across the digital marketing company’s network
customer acquisition overview.
1. IDENTIFY A PRODUCT CATEGORY TO PROMOTE
Specify which product category you want to increase sales in, whether it’s an existing category that needs attention or a new product category to your business.
2. RECOGNIZE CUSTOMER BEHAVIOR
Use machine-learning capabilities to analyze the early behavioral signs of customers who have previously bought in the specified product category, whether it was an online or offline in-store purchase. Then leverage a predictive model to identify other prospective customers that share similar buying and browsing behavior.
3. DELIVER & OPTIMIZE
After identifying the right people to advertise to, deliver personalized ads to their devices and continuously optimize in real time, removing each prospective customer as soon as they make a purchase.
4. GET REPORTING OF YOUR MARKETING PERFORMANCE
Measure the results of your digital ads with reporting, including all the visits to your specified webpage and the product category sales that your ads promote, both online and offline.