Maximize Responses With
Automatic Campaign Optimization

Maximize Responses With
Automatic Campaign Optimization

Even a novice
marketing person
knows the difficulty
of marketing
optimization.

 

Even a novice marketing person knows the difficulty of marketing optimization.

How do you know whether Sunday or the Wednesday is the best day to send an email?

Does SMS sent on weekdays elicit maximum responses?

Will a long boring email be considered more effective than a short and sweet push message?

How do you know which creative is most effective?

The variables are too many for even the best marketer to process. That is why we need a system that optimises on auto-pilot.

Acquigo has an automatic campaign optimization module that we call as "Auto Pilot".

Automatic Campaign Optimization
With Auto-Pilot

Automatic Campaign Optimization With Auto-Pilot

Primarily, Auto-Pilot optimizes campaign responses at the following levels.

1

Micro-segment variables

2

Micro-segment variable values

3

Next best action

4

Channel

5

Communication approach

6

Delivery time of day

Micro-segment variables

This refers to the optimization of variables, both that are directly available from systems as well as derived values that are considered for selecting the customers under each micro-segment.

For instance, in a banking scenario it could be current balance, average monthly balance etc.

The Auto-Pilot automatically determine which of the variables will have an impact in determining response rate and then decides on the variables to be used for micro-segmenting customers.

3
4

Micro-segment variable values

This refers to the optimization of the value of each variable that is used to determine the criteria for defining a micro-segment.

For instance, in a retail scenario, if recent order value is one of the parameters for defining a micro-segment, Auto-Pilot automatically optimize the value range for the parameter that has to be considered for selection.

Likewise, Auto-Pilot automatically optimize the value of every single variable used for defining micro-segments.

Next Best Action

This refers to the optimization of recommended action for similar microsegments but with subtle variations between them.

For instance, in an insurance scenario if 1000 customers have less than 30 days to renew their policies, additional consideration of parameters such as each customer's usual renewal time may determine different next best actions.

The Auto-Pilot may recommend,

an "engagement" campaign to the set of customers who usually renew their policies right on the policy lapse date.

a "winback" campaign to the set of customers who usually renew their policies at least a month before the policy lapses.

a "retention" campaign to the set of customers who usually renew their policies right two weeks before the policy lapse date.

These are primitive examples of how Auto-Pilot optimizes the recommended action. Likewise, the Auto-Pilot has the power to optimize every single recommended action.

Channel

This refers to the optimization of delivery channel based on customer data availability as well as preferences determined by customers' past responses to specific types of campaigns.

For instance, consider a scenario where 100 customers in a micro-segment don't have their email id in the database, but have their mobile number present.

Conventional flowchart based email drip campaigns would conveniently exclude those customers without email id. However, Acquigo's Auto-Pilot automatically sends SMS to them.

If the customers' mobile number is also unavailable, other delivery channels for which the details are present will be used and ensure none of the customersare left untouched.

Auto-Pilot also optimizes the campaign delivery channel at a per customer level by identifying their preferred delivery channel based on past responses for various campaign types.

Shape-12

Communication Approach

This refers to the optimization of approach to be used in selecting the creative for each objective.

Every objective will have a finite set of approaches with each approach focusing on one benefit of the product.

Auto-Pilot automatically optimizes which of the approaches works best on specific micro-segments and automatically uses it thereby ensuring maximum responses.

Maximize Responses With Automatic Campaign Optimization
7

Delivery time of day

This refers to when an email / SMS / mobile push / voice should be relayed to a customer so that he/she will positively respond to a campaign.

By capturing customer responses for campaigns, Auto-Pilot automatically determines which day of the week and which time of the day the customers are more receptive to the campaign.

The above is how, Acquigo's Auto-Pilot automatically optimize various parameters and ensures maximum response rate.

Read more on..

Automatic of Campaign Optimization

Abtraction of Marketing Principle

Automation of Communication Design

Acceleration of Campaign Design