Page 18 - AeM_May_2019

BEST PRACTICES & STRATEGIES

Revolutionizing

the sales

approach

with AI

For marketing projects, customers or prospects are likely that person will be to place an order shortly in the
typically segmented into groups, such as by gender or next few hours or days. On this basis, the algorithm
geographic region, and automated routes are built from decides whether an incentive is necessary and, if so, to
those segments. A really personalized approach, what extent. If it is a customer who buys very regularly,
however, isn’t possible that way, only recommendations, one can assume that he/she will make an order very
offers or purchase proposals based on a cluster. Well, soon, hence, an incentive is not necessary. Likewise,
not only does this practice have high waste circulation, it the AI can help reactivate lost customers by providing
regularly upsets customers when, for example, they are longer inactive contacts with a higher incentive,
offered things they have long since bought. accepting a lower margin in favor of the reactivation.

Although the necessary information for a truly Another example: if buyers cannot be reached via
personalized, individual customer approach is usually email, it may be possible through Facebook or Google
available, the lack of resources and tools for harnessing Ads. Since Facebook and Google have an average
this data remain challenging: the database is simply too matching rate of 50 to 70 percent, these additional
complex to make a manual setup of personalized channels offer a much wider range. In this case, an
automation routes possible. adjustment takes place based on the email address. If
the recipient is registered at Google or Facebook with
Here, the use of artificial intelligence (AI) creates the same email, matching will take place there. In order
completely new possibilities. Rather than manually to comply with the privacy policy, the matching
segmenting by specific groups of buyers, creating the happens based on pseudonymous data. A transfer of
content with the appropriate fixed incentives, and then personal data to third parties, in this case Facebook or
monitoring and, if necessary, controlling the Google, does not take place.
effectiveness of the campaign, the marketer can focus
on basic strategic decisions - with the remainder being With the help of AI, Facebook and Google cannot only
provided by artificial intelligence. reactivate inactive customers, but also acquire new
customers. For this purpose, ads are automatically
Based on the strategic specifications, AI decides based imported into Facebook or Google based on the
on patterns pulled from customer data individually about behavioral and lifecycle data of users. In other words, it
the time, the channel, the content and the type of is possible to select VIP customers. Based on this
incentives. anonymous information (e.g., sign-ups, browsing
For instance, an AI-based incentive recommendation behavior, purchase history, and product affinity),
engine can calculate for each individual customer how potential buyers, known as statistical twins, can be

18 May 2019 - Artificial Intelligence (AI) & Chatbots in Marketing