Acquigo keeps optimizing the campaign parameters with its self-learning algorithms. These are done at the following three levels.

Acquigo overcomes this problem with the Multiple Exposure feature. It allows you to run 3 exposures of the campaign. The communication on each of the occasion will be different such as,

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Variables used for micro-segmenting customers

Values of variables used for micro-segmenting customers

Recommended Action

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Variables used for micro-segmenting customers

Acquigo considers hundreds of behavioral variables to micro-segment customers. It's humanely impossible to decide with certainty which of those variables are relevant for micro-segmenting customers.

Acquigo's algorithms are so powerful that they statistically determine which of the variables have significant impact in determining a micro-segment.

Acquigo does this consistently and ensures the variables used for micro segmenting customers are indeed significant every time.

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Value of variables used for micro-segmenting customers

Once the variables that may have significant impact in determining criteria for micro-segmenting customers are identified, the next step is to identify what value range for each variable should be considered to define the microsegment.

Considering customer heterogeneity, changing business dynamics and changing customer behaviours and preferences, the criteria used to microsegment customers yesterday might not be relevant today.

Acquigo regularly optimizes the value of variables used for micro-segmenting customers.

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Recommended Action

All customers differ in their own way. This provides the need for optimizing / self learning recommended actions.

Acquigo does this by constantly identifying subtle differences within the same micro-segment and tweaking the recommended action to make sure it is highly relevant.

For instance, in an insurance scenario if 1000 customers have less than 30 days to renew their policies, conventionally all customers will be sent an engagement campaign with a reminder for renewal.

Acquigo does this differently.

an "engagement" campaign will be recommended for the set of customers who usually renew their policies right on the policy lapse date.

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

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

By these ways, Acquigo ensures self-learning of campaigns.