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BEST PRACTICES & STRATEGIES

Increasing demands call for new ways

of performance

Data-driven marketing is a hot topic, as is the their high relevance and constantly deliver noticeable
automation of marketing activities based on it, added value, so that consumers are willing to give their
because the range of applications is constantly consent to the use of data and contact. Only a multi-
expanding and improving. channel marketing platform can do more. When using
the program, relevant information is collected across
Providers of bonus programs unite shopping-oriented channels and industries, and online and offline data are
consumers with diverse channels, relevant services being combined.
and bonuses. As a result, these programs have a very
high everyday relevance for consumers whose expec- Automated processes are the solution
tations have risen massively in recent years: They ex-
pect individualized offers that are tailored to their life To be able to deal with this wealth of information and
situation, their needs, and their channel preferences. generate insights, it must be structured and evaluated.
Inappropriate and impersonal advertising messages For this purpose, high-performance analysis and pre-
are an absolute no-go for them. diction models have been developed. Among other
things, the platform relies on artificial intelligence (AI),
Today’s best offers require knowledge of current and for example, in the form of so-called supervised and
future customer needs and behaviors; therefore, data is unsupervised machine learning methods. Unsupervised
key. Automated processes and a meaningful database methods are used, among other things, for cluster ana-
are prerequisites for the implementation of individual- lyzes to identify specific target groups. The insights into
ized, cross-channel contact strategies. If you gave your the characteristics and behavior of these target groups
opt-in for data use when registering, the program has a are ultimately used in content marketing. Supervised
large amount of information that can be used sensibly methods determine the probability that a previously
and in compliance with data protection for personalized defined target variable will occur among different partic-
addressing. Multi-partner bonus programs benefit from ipants.

8 June 2022: Performance Marketing