The optimised marketing campaigns
A company operating in the Retail sector implements hundreds of marketing campaigns using various communication channels. Every day, analysts choose groups of clients to whom marketing activities are addressed.
Implemented marketing campaigns are one of the key areas of activity. From the effectiveness and the amounts of these campaigns depends directly the revenue from the sale of the goods of the partnership companies for which they are conducted. However, in order for the campaign to be effective, it is necessary to ensure a selective choice of the group of recipients and to optimise communication, so that the most expensive tasks (such as a consultant's phone call) are realised only to people where the forecasted intention to buy is very large.
BitPeak consultants have built an analytical module whose aim was to select properly campaign recipients using machine learning. Mathematical algorithms made their own scoring by forecasting clients possible reactions in response to marketing communication.
The project has achieved:
- the rise of the return rate for each of the carried out campaigns
- the elimination of the unprofitable campaigns
- the use of the machine learning algorithms and data cloud