“We started really understanding where consumers were shopping,” said Ginny McCormick, VP of Integrated Media and Promotions at the Pawtucket, R.I.-based giant. “We’re now leveraging analytics to create a frictionless and relevant experience for the consumer.”
McCormick and her team’s results speak for themselves: The company has, during the last four years, incrementally grown sales by nearly $1 billion, hitting $5 billion in 2016 for the first time in its 93-year history. Digital is at the heart of such success. For instance, working with ad tech player Criteo, Hasbro is driving sales by advertising products—potential impulse buys, specifically—toward the end of the purchase path on major retailers’ sites. It’s an old brick-and-mortar, end-of-the-aisles merchandising trick given new life by data targeting. Click here to read the full article.
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Siemens AG is one of the world’s largest providers of railway infrastructure, serving rail operators in over 60 countries. Through harnessing Big Data, sensors and predictive analytics they say they can now guarantee their customers close to 100% reliability.
It calls this the “Internet of Trains” – the on-rails segment of the wider ‘Internet of Things’ concept which describes how everyday objects of all shapes and sizes can now be connected together online and given the ability to communicate and capture data for analytic purposes. Click here to read the full article. How Harley-Davidson Used Artificial Intelligence to Increase New York Sales Leads by 2,930%6/1/2017 Armed with creative content (headlines and visuals) provided by Harley-Davidson, and key performance targets, the AI tool, Albert, began by analyzing existing customer data from Jacobi’s customer relationship management (CRM) system to isolate defining characteristics and behaviors of high-value past customers: those who either had completed a purchase, added an item to an online cart, viewed website content, or were among the top 25% in terms of time spent on the website.
Using this information, Albert identified lookalikes who resembled these past customers and created micro segments – small sample groups with whom Albert could run test campaigns before extending its efforts more widely. It used the data gathered through these tests to predict which possible headlines and visual combinations – and thousands of other campaign variables – would most likely convert different audience segments through various digital channels (social media, search, display, and email or SMS). Click here to read the full article. |
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