Integrating marketing intelligence

Author: Kevin Dunckley
Machine learning analytics to identify people on a street


How data makes the experience personal

Data is the fundamental thread that draws brand and consumers together. Its presence or absence shapes the customer experience. Every person with a smartphone has become a source of data, endlessly spinning off to the GPS collector: likes, purchases, searches, views, and more all to allow brands to know them better.

The journey has reached a definitive inflection point. Consumers now expect brands to put data to work to offer personalization that proves they know customers better than the customers know themselves.

71% of consumers
express frustration at impersonal shopping experiences.1

54% of consumers
expect to receive a personalized discount within 24 hours of making themselves known to a brand.2

Privacy concerns exist. But never discount consumers’ ability to want two things at once. How do brands integrate data with technology such as artificial intelligence to serve up intimate consumer experiences that secure brand approval?

What is data for marketers?

For brand marketers, data is used on both ends of the journey map - strategically to dictate the strategy and form the messaging and operationally to create and deploy the content. Overall campaign management analyzes and reports campaign intelligence.

For brands, the data falls into several key categories. Demographic and geographic facts identify the consumer. Psychographic evidence provides insights on emotions and attitudes. Behavioral statistics capture physical responses such as eye-tracking and footfall rates as well as activity and usage rates.3

Data in action

Data capture is in place - whether the consumer is aware or not. Interactive platform doors on the São Paulo subway include sensors that can detect the passengers’ facial expressions serving up targeted, personalized ads based on an estimation of a commuter’s age, gender, and mood.4

Armed with data around increased heart rates for buyers while Christmas shopping, eBay designed a zen-like retail environment for their seasonal pop-up shop to calm the shopper in a low-light, private space. Bio-analytic technology and facial coding were used to measure the micro-expressions of the viewers’ reactions to images of gift options. This short-term opportunity allowed eBay to test and measure the innovation in this “feel good” environment for potential long-term applications.5,6

Leveraging machine learning

As a marketing execution service provider, HH Global partners with our clients up-stream in the advertising delivery chain. We identify data inputs to help our client orchestrate the customer journey throughout the entire marketing campaign. Strategies are built based on research and a clear understanding of the consumer. Leveraging machine learning and artificial intelligence drives reporting of the responses. Adjustments and changes in the course of the campaign are not reactive instead based on analytical proof points.

For a UK grocery chain, we helped provide the data to make business-critical decisions regarding market expansion. Footfall tracking is not a new methodology for retailers. By implementing intelligent footfall tracking we were able to comply with privacy concerns and provide real-time demographic data on customer behavior, traffic and entry patterns allowing for rapid decision making for advertising service. Big data and machine learning engines provided insights into overall store trends and behavior that allowed our client to make informed decisions about new store openings and remodels. Costly mistakes were avoided with HH Global’s use of AI to provide predictive analytics and the support of intelligent data.

Remove the friction

There is no question that we are living in transformational times. Smart objects are continually collecting data. Internet of Things devices are powering artificial intelligence to produce results. Descriptive and diagnostic analytics of data can fuel the understanding of “how and why” charting the correct course for the marketing delivery channel. As tailored experiences become critical for brands, using smart technology removes the friction and delivers insights and results.

1. Segment, The 2017 State of Personalization
Report, pg. 3.
2. Ibid., pg. 3