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.
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.
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.