Digital advertising optimisation

Identifying individual personas in the entire customer base enables you to have more personal communication with your clients, and helps understand and leverage the key drivers of customer behaviour.

Business case

Not understanding what type of people purchase your product or visit your website is a major blocker for personalisation and ad targeting. By leveraging your website's behavioural data in ML models and intelligent data analysis, you can easily optimise your advertisement targeting at scale. The insights can be used for achieving higher ROI from your omnichannel marketing communication and better customer engagement.

Solution

The solution developed by DataSentics can determine the most influential drivers of purchase and whether they have a positive or negative impact. From the infographic below, we can see examples of positive, negative, and neutral customer drivers.

Our solution can also determine individual personas in the customer base. Each segment is described by a list of common characteristics, such as millennials from big cities preferring Netflix. These components can then be used for campaign targeting or personalisation of existing customers and potential clients.

*CTS=click-to-sale rate

Benefits

• Personalised customer experience increases conversion rate and customer satisfaction.
• A better view of your customers and their behaviour helps you find the critical drivers of sale