AI TRANSFORMS CAMPAIGN TARGETING FOR TOP RETAILER Q. How did this retailer achieve a new level of hyper-intelligent targeting to drive incremental revenue from its CRM program? A. Planning-inc’s AI-led Next Best Action Decisioning Engine automates the analysis of millions of campaign insights, predicting the best message for each and every customer. WHAT’S THE STORY? This retailer is an email marketing powerhouse with over 100 personalised and targeted campaigns running each week to millions of customers. With so many messages to send, customers are often eligible for several at any one time. When this happens, making sure a customer gets the most relevant campaign for them is vital. And while the data was there to make these decisions, the team was never going to be able to analyse it all in a way that would allow them to make hyper-informed, campaign selection decisions. WHAT DID WE DO? We implemented our Next Best Action Decisioning (NBAD) engine. Built and hosted in an advanced cloud environment, the NBAD uses AI to trawl through millions of campaign performance insights. It then combines them using Bayesian statistics to select the best campaign for a customer at any point in time. When a customer qualifies for two or more campaigns, AI scans the bank of insights to see how other customers with the same characteristics have engaged with similar communications. It then accurately predicts which email is most likely to really appeal to them. THE IMPACT NBAD makes thousands of targeting decisions daily, automating the use of insight to optimise customer experiences and making an ever growing contribution to the program’s overall incremental revenue number. Previous PREDICTIVE TARGETING BOOSTS M&S’ EMAIL RESPONSES BY 20% Next HALFORDS PEDALS PERSONALISATION FROM WEBSITE TO TILL Contact Us Planning-inc Ltd, 90 Union Street, London, SE1 0NW contactus@planning-inc.co.uk +44 (0)20 3998 7310 Registered Office: 75 Bermondsey Street, London, SE1 3XF. Registered in England and Wales No 4118854. Copyright © 2021 Planning-inc. All rights reserved. Site Links What We Do Products Blog Who We Are Contact Careers Privacy Policy Cookie Policy Subscribe By entering your email address, you agree to receive the latest marketing and insights from Planning-inc. You can unsubscribe at any time. SIGN UP For information on how Planning-inc uses your personal details, please see our Privacy Policy. We use Analytical Cookies to enable us to collect anonymous information on how visitors use our website. This helps us to make improvements to the website content and navigation. If you Decline, we will not use Analytical Cookies to track how you use our website, but a single cookie will be used to remember your preference. Strictly Necessary cookies will still be used. For more information please see our Cookie Policy. Accept Decline