Primarily rule-based planning and composition of promotion events, sometimes informed by predictive analytics, with limited insight into customer journey patterns.
Goals and Objectives
Promotion strategies and tactics optimize balanced impact on customer lifetime value and return on merchandise investment through mix of personalized promotions/communications and public campaigns orchestrated through interactions.
Cloud, IoT, omni-channel, journey-aware prescriptive behavioral analytics, AI-content curation, trade-off optimization, machine learning
Use Case Summary
Improve return on promotion investment balancing marketing objectives to increase customer lifetime value and merchandising objectives to increase return on inventory investment