Is your data only used to create segmentations?

Customer knowledge is one of the key issues for customer marketing teams, it drives your strategies, but how do you ensure that you are maximising the knowledge potential you have?

Presumably, you have no shortage  of customer data today! More and more numerous, collected via different sources, they allow you to create and complete your customer files, then to create typical profiles linked to their behaviour in order to better segment them.

But your data is not only used to segment, it is also used to individuate!

The platform exploits each of your customers' data on a daily basis to address them individually. The platform recovers all the data linked to each customer and, thanks to over a hundred algorithms updated daily, enriches customer knowledge to meet your customers' needs and expectations.

What is augmented customer knowledge?

All the data attached to a customer, whatever the source, is transmitted to the platform: socio-demographic data, transactional data and behavioural data (web browsing, opening of communications, loyalty data, customer opinions, etc.).

They are then enriched and cross-referenced with data linked to your brand (list of shops, product references, etc.) to create indicators that are automatically calculated and updated daily.

These indicators are then fed into hundreds ofself-learning algorithms based on historical data. These predictive models enable the Individuation® platform to anticipate and forecast individual customer behavior. Enhanced customer knowledge is essential to the individuation process.

How to individualise communications with augmented customer knowledge?

The platform allows marketers to use three predictive levers on a daily basis to help send relevant communications to each of their customers:

• The product appetence of each customer: is the customer appetent to this or that product? Which department? The calculation is based on his purchases, abandoned baskets, web visits...
• The channel sensitivity of each customer: does the customer prefer to be contacted by email or by sms? Perhaps they are more responsive to push notifications?
• The promophile profile of each customer: is the customer promophile or promophobe? Is this the right time to push a promotion on them? Would they have bought without the promotion?

Based on the augmented customer knowledge on the one hand and the library of content parameterised by the marketer on the other, the platform will be able to evaluate which content will be the most relevant to address to each customer in the database.

Thanks to CRM CopilotEvery day, the most relevant communication opportunity (product offers, special sales, upsell/crossell, corporate information, events, etc.) is sent to each customer in a completely automated way. It can also choose not to send anything if there are no appropriate messages.

Individual Frequency Recency: a unique indicator on the market

Individuation allows you to generate incremental revenue on a large scale.Driven by relevance and driven by the marketer, the Individuation® platform automatically takes care of sending the right content on the most appropriate channel to each eligible customer every day.

But Augmented Customer Insight also enables marketers to work on essential RFM-type segmentations, and goes even further by creating a unique indicator: RFI. The platform is the only one to calculate Individual Frequency Recency.

This indicator, which is very popular with retailers, allows them to detect the purchasing rhythm of each individual customer Is he or she ahead of time, on time or behind in relation to his or her personal buying pace? It allows to stimulate re-purchase in an individual way without waiting for a global communication, which may not correspond to the customer, to be sent to the customer.