A masterclass on AI and customer behaviour.

“Machine learning is ideal for performance”

bright can bring a whole set of techniques to bear to grow its clients’ revenue quickly and significantly. “It matters to offer an intensely personalised experience, drawing on supervised machine learning to automate, to anticipate customer requests and to segment precisely how our messages are delivered.” For this expert, machine learning — the artificial intelligence able to learn continuously and develop its skills independently of a human — means the future, and effectiveness. “ML can be used everywhere, notably for acquisition and performance,” he says.
Summary written by Cédric Garofé – Unil: news.unil.ch

As part of the Numerik Games Festival, a series of talks for professionals, SMEs and politicians is organised on the theme “Digital marketing: decoding, storytelling and customers”.

These days are organised by the Numerik Games Festival, with the HEIG-VD and UNIL, and supported by the Centre Patronal, the CVCI, the FIT Foundation, Innovaud, Agefi and Alp ICT.

The theme proposed is a projection of the future of digital marketing, notably with the growing use of artificial intelligence, and of supervised machine learning in particular.

In a masterclass, after presenting his view of an overall communication ecosystem — from the brand to its customer — Damien Fournier illustrated the theme with practical cases, resting on these four pillars:

• What machine learning brings to digital campaigns.
• Machine learning in the service of an intensely personalised customer experience.
• A view of the future with AI generated content.
• Data science in the service of customer acquisition and retention.

The use of machine learning is still in its infancy. Data science in the service of acquisition remains the most mature path to date. It is therefore where to start.

Five layers lead from the brand platform to the levers that reach the consumer

The communication ecosystem Damien Fournier presented in his masterclass: from the brand to its consumer, then two families of levers, acquisition and loyalty. Hover, tap or step through year element with the keyboard to read its role.

Source: Bright, masterclass on AI and customer behaviour, Numerik Games Festival, 2022; diagram redrawn from the article’s figure, without the brand logos or the portraits · Chart: bright.swiss

Today AI is put to work at every stage of a communication ecosystem.

In conclusion, the case studies presented bring together the following lessons:

1. Business design
   Audit and examine where your company’s revenue comes from, how it is organised, and its roadmaps in the short, medium and long term. Framing and design are the key to any project’s success, and call for a business analysis that is framed and documented.
2. Hold your data collection sacred
   Know your customers, by designing and putting in place a data collection programme fitted to your customers’ journey across your whole ecosystem.
3. Test, test, test
   Algorithmic tools are opening up and can be reached at low cost; testing is the only way to see whether there is potential or not.
4. Invest in designing strategic cockpits
   Invest time in building performance indicators that cut across your whole activity.
5. Run performance-driven campaigns
   Necessary as it is, building recognition is a costly strategy and its effects are measurable over the medium term. In the short term, favour a performance acquisition strategy.
6. Put CRM activation strategies in place
   Enrich your customer dataset: it will let you build relationship programmes to convert prospects and create a lasting, personalised and commercial relationship with your customers.