Current Situation
Rule-based planning and composition of promotion events, sometimes informed by predictive analytics, with limited insight into customer journey patterns and limited configuration of marketing campaigns that match business goals.
Goals and Objectives
Promotion strategies and tactics optimize balanced impact on customer lifetime value and return on merchandise investment through a mix of personalized promotions/communications and public campaigns orchestrated through interactions.
Technology Deployed
Cloud, IoT, omni-channel journey-aware prescriptive behavioral analytics, AI-content curation, trade-off optimization, machine learning, multicloud management, martech campaign management tools
Use Case Summary
Marketing campaign optimization of promotions improve return-on-promotion investment, balancing marketing objectives to increase customer lifetime value and merchandising objectives to increase return on inventory investment.