The most common mechanism for personalized engagement with a customer is through a marketing campaign. These campaigns can be broadly classified into two groups: Customer Lifecycle Management (CLM) campaigns, which are sent on various relationshipmilestones such as...
In today’s digital landscape, direct-to-consumer (D2C) marketing has emerged as a powerful strategy for brands to establish a direct connection with their customers. The key to success in this competitive environment lies in delivering personalised experiences...
The first question obviously is, can LLMs work as product recommenders themselves? The short answer is: not really, no. Recommender systems develop an understanding of customer engagement with products (purchases, cart/wish list addition, browsing) and use it to...
In the competitive landscape of retail, businesses are constantly searching for ways to stand out and forge lasting connections with their customers. One powerful tool that has emerged in recent years is personalisation. It has revolutionised the retail industry by...
Incrementality has been hailed as the gold standard in measurement for marketing. In the BCG-Meta “Measure to Grow,” report measuring incrementality is seen as the ideal for measuring the impact of interventions and spending, even though the ease of use is lower than...
