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Anatomy of the Customer Affinity Predictive Intelligence
Jessica Radloff Global Practice Architect
Twitter: @jessica_radloff Email: [email protected]
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Predictive Intelligence leverages customer behavior with sophisticated algorithms to automatically determine the
next interesting product or piece of content for each
customer.
Predictive Intelligence Can Help You….
Personalize Each Customer Journey Understand Customer Behavior Predict & Automate Decisions
Understanding Customer Behavior
• Customer Behaviors • Items Viewed
• Items in Cart
• Conversions
• Recency + Frequency of each behavior
• Item Attribution (descriptive Tags)
• Brand
• Keywords
• Color
• Categories / Genres
• Etc….
“Customer Affinity” = Customer Behaviors + Item Attribution
JavaScript tag implemented to track every desired behavior
Cookies are used to identify users and
convert them from unknown to known
Collects click/browse, cart and conversion behavior as well as
explicit data in real time
How do we capture "Customer Behaviors”? Collect JavaScript
Rest API Nightly Batch Upload Real Time Streaming Updates
via Collect
“Item Attribution” Where does that come from? Product & Content data used to power affinities and recommendations.
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See it in Action Building a Customer Affinity
What can we do with this Customer Insight?
u 1-to-1 Recommendations u Behavioral Triggers u Personalized Customer Journeys u Enhanced Conversion Reporting
Recommendations
Example Algorithm= Bought Bought
“Users who have bought this tent also bought these products”
BOUGHT BOUGHT
STEP 1: Algorithms are leveraged to automatically discover behavioral patterns using aggregate customer insights
Base Algorithm List
Apply Customer Affinities = Backpacks, Blue, Male, Accessories
Recommendations STEP 2: Then the customer affinity is applied to deliver personalized 1-to-1 recommendations
Apply Business Rule = Only Recommend NEW Items!
Recommendations STEP 3: Apply business rules, based on your industry knowledge!
1. Abandon Cart 2. Browse Abandon 3. Post Purchase
Behavioral Triggers Customer Favorites
Behavioral Trigger Creation
Personalized Customer Journeys
▪ Utilize Reference Items & Recommendations in each touch-point
▪ Segmentation based on Customer Behavior and/or Item Attributes
▪ Decision based on Customer Behavior
Conversion Reporting
▪ All Predictive Intelligence recommendations are wrapped with URL parameters to track every aspect of that click.
▪ Collect can also capture Marketing Cloud conversion parameters for all email links. This allows Customer Behaviors and Item Attributes captured within Predictive Intelligence to be linked back to marketing campaigns.
Recap
Personalize Each Customer Journey
Audience Segmentation
Conversion Reporting
Understand Customer Behavior:
Collect JavaScript + Item Attribution = Customer Affinity
Predict & Automate Decisions
1-to-1 Recommendations
Behavioral Triggers
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Questions?
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