Data
Profiling
in Marketing
(Luxury Goods)

Sales Intelligence – Profiling powered by artificial intelligence allows
for customised performance marketing with individualised offers

Statistical Data resources GEO Semantic Resources Analytical Resources DATA FEED Services R&D Social Analytics Primary Data Secondary Data [KX-DI]

Problem:

Manufacturers of luxury goods require a way to intelligently categorise customer data for large-scale campaigns with individual customer approach, thus making it impossible to selectively target clients and facilitate their buyer decision process. Customer requirement: Existing products must be clustered according to possible target groups to enable the optimization of a personalised address in sales.

KENDAXA’s Solution:

Alternative A: Inside-Out: Targeting a pre-defined product, KENDAXA aggregates historical sales data from different systems and profiles them using high-performing algorithms. The resulting clusters show a pattern with the individual requirements. Thereby, the respective target groups are matched to the campaigns with the highest chances of success. Using neural networks and deep learning, this process soon becomes sustainable and automatic. The continuous optimization of the target-campaign matching can thus be guaranteed.

Alternative B: Outside-In: If the existing data are incomplete or insignificant, profiling with secondary and tertiary source data aggregation ensues. Based on the created profiles, KENDAXA categorises flexible customer clusters and implements a target-group-oriented address and visual language. The customer is now directly addressed by cross-channel marketing, adapting the contents to the requirements and dynamically adjusting them to the individual customer. In order to ensure compliance with existing GDPR legal requirements, these communications must be legally clarified for the respective area of use which prerequisites must be observed.

Result:

Targeted marketing based on real-time requirement analysis and the ensuing customised offers: Every single customer becomes a separate target group and is treated as such – by receiving an individual, continuously updated sales intelligence offer. The result is personalised, automated cross-channel marketing including, but not limited to: personalised newsletters, landing pages, search engine ads, display ads and brochures.

8 3%

Share of
New Customers

5, 6%

Increase in
CTR

92%

Sales in
Campaign Products

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