Feel customer needs with Data Science

The modelling of the propensity of customers for certain actions, e.g. purchases, clicks or a registration is called affinity in practice, or e.g. product affinity.

There are many scenarios for affinity models, e.g. purchases for certain product groups for different periods of time or predictions about when a customer will uninstall their app.

The purchase history and key figures derived from it, such as the purchase frequency, sales in different product groups, but also customer master data, such as the age, gender or place of residence of the customer, play a role as initial data.

Affinity models are particularly interesting for up-selling and cross-selling campaigns because sales can be increased in a targeted manner. Unused sales potential often lies in the range of 5-15%.

“If we have 4.5 million customers, we shouldn’t have one store . We should have 4.5 million stores.”
(Jeff Bezos)

Buyers’ preferences and behaviour are subject to constant change. In order for you to act accordingly, a complete and up-to-the-minute picture of your target consumers is crucial.

Example:
One of the most common methods for calculating customer value is the RFM model, a scoring method that classifies customers into different segments and target groups based on three metrics: Recency, Frequency, Monetary Value.
Recency: When did the customer last buy? How active is a customer, how high is the probability of repurchase.
Frequency: How often has the customer bought?
Monetary Value: What monetary value has the customer generated ( revenue or margin)?

Get the segmentation confidence and speed you need with our guided methodology, which is customised for segmentation and can be tailored to you.

This is true: The Adtelligence Prediction Engine is a marketing cloud that integrates seamlessly with your organisation’s data collection software. So we can easily help you gain valuable insights from the data you collect every day.

Compatible with any IT infrastructure

Whether you store your data in Azure, already use various data science tools or have marketing automation tools in place, the Adtelligence platform is the perfect complement to your technology stack. Your data is cleansed and integrated so that it is optimally stored for your industry’s use cases. Already trained models can be used directly and converted into automation. Matching actions and target groups make your marketing automation tools even “smarter”.

As an AI-powered marketing cloud, the Prediction Engine enables you to reach your customers with an interesting, personalised message at the perfect time when they are ready to make a purchase.