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discussion Deep Neural Net with Attention for Multi-channel Multi-touch Attribution [PDF]

In this paper, we propose a data-driven multi-touch attribution and conversion prediction model denoted as deep neural net with attention for multi-touch attribution (DNAMTA) that outperforms other approaches in terms of both conversion prediction and attribution analysis. [...] [more] 
arxiv.org    Intelligence, Multichannel

discussion Making AI accessible for everyone

Our mission here at ReSci is to make artificial intelligence accessible and usable for brands. We believe that everyone should have access to the predictive capabilities that have made companies like Amazon and Netflix into the powerhouses they are today. So how did we seek to do this? We had proven data science models that worked, and we ran constant validation tests to prove it. But it was difficult for marketers to do something with this information, never mind attempting to apply it to marketing [...] [more]
retentionscience.com    Intelligence

tactics 3 Ways To Use Machine Learning To Become An Email All-Star

Machine learning is one of the most talked about “new” strategies and technologies in the industry today, but we often find that it is highly misunderstood — and many times, that’s our fault on the vendor side. It’s our goal [...] [more]
cordial.com    Intelligence

tactics Is RFM still king? A data science evaluation

Predicting and preventing customer churn has a strong impact on the success of e-commerce businesses. Many businesses understand the importance of churn and engineer a predictive model to analyse and identify churning users. There are various flavours to define user churn in e-commerce. One commonly used definition is “the probability that a user will cease buying from an e-commerce business in the future.” However, not all businesses have the resources to build, tune, and run a churn prediction mode [...] [more]
retentionscience.com    Intelligence, Segmentation

tactics Using predictions to get your customers to buy again

If you sell a consumable product, you want your customers to buy again and again. When a product gets used up or wears out, it makes sense to send a reminder to customers to refill, replace, or repurchase that product or a similar product. [...] [more]
retentionscience.com    Automation, Intelligence

social Chatbots für personalisierte Dialoge

Weder das Thema Personalisierung noch das Thema Bots ist neu. Bereits 1966 hat Joseph Weizenbaum mit ELIZA ein Computerprogramm entwickelt, das die Möglichkeiten der Kommunikation zwischen einem Menschen und einem Computer über natürliche Sprache aufzeigte. Beim Antworten nahm die Maschine die Rolle eines Psychotherapeuten ein, arbeitete auf der Basis eines strukturierten Wörterbuchs und suchte nach Schlusselbegriffen im eingegebenen Text. Auch wenn dieses Bot-Modell als Psychotherapeut nur [...] [more]
email-marketing-forum.de    Intelligence, Marketing, Social, Trend

discussion Predictive Marketing: What’s the Hype & How Can Your Business Leverage It to Grow Your Email-Marketing ROI? [VID]

Learn more about how one of the top email-marketing trends in 2018, predictive marketing, will pave to way for marketers to do their job better and more efficiently. Listen as industry leaders from FulcrumTech, SmarterHQ, Loyalty Builders, and Fresh Relevance walk you through what you need to know about predictive marketing—and the secrets to effectively implementing it into your marketing programs. [...] [more]
youtu.be    Intelligence

tactics Browse abandonment email test results

Just because you are using AI doesn’t mean you’re getting the best possible results in your email marketing. This in depth browse abandonment email case study illustrates. Two different sets of computer generated recommendations were pitted against each other in an A/B split test and a 20.5% revenue increase delivered. The use of recommendation engines [...] [more]
zettasphere.com    Automation, Customization, Intelligence, Clickrate

strategy Profiling: steps for sending relevant, one-to-one emails [GFX]

A complete guide to developing an organic profiling cycle: from the collection of different data clusters (personal data relating to interests and behaviors) to segmentation, up to personalization and automation. In today’s world, simply reaching a recipient’s inbox is not enough. Relevance has become the main factor of a campaign’s success. In email marketing, relevance means delivering messages that meet the interests, habits, needs, and characteristics of the individual user. [...] [more]
mailup.com    Gallery, Customization, Intelligence

discussion SUBJECT: Write emails faster with Smart Compose in Gmail

Draft emails quickly with confidence. From your greeting to your closing (and common phrases in between), Smart Compose suggests complete sentences in your emails so that you can draft them with ease. Because it operates in the background, you can write an email like you normally would, and Smart Compose will offer suggestions as you type. When you see a suggestion that you like, click the “tab” button to use it. [...] [more]
blog.google    Intelligence, Marketing

tactics Attribution Modeling: Last Touch, Multi-Touch & Revenue Lift

The ins and outs of 3 popular attribution models. Retailers are beholden to large numbers and the attribution model they choose to use can impact not only their outcomes, but strategy and budgets. Learn more in this blog post. [...] [more]
windsorcircle.com    Intelligence, Multichannel, Webanalytics

discussion Schalke 04: „E-Sport ist für uns eine Investition mit enormem Potential“

Wir gewinnen sehr viele Erkenntnisse über die Interessen von Fans. Aufgrund unserer unterschiedlichen Angebote haben wir früher insgesamt sieben unterschiedliche Newsletter an unsere Fans gesendet. Das war ein Newsletter des Knappenkids-Clubs, ein Spieltag-Newsletter oder einer mit Mitgliederinformationen. Das war natürlich für den Fan zu viel und er hat sich damit weder abgeholt noch wohl gefühlt. Wir haben den Newsletter inzwischen komprimiert und schalten ihn mit unterschiedlichen [...] [more]
gruenderszene.de    Customization, Intelligence

discussion Image Caching in Webmails – Alarm for your Email Metrics?

Recently Yahoo! Mail announced that they have changed how they handle embedded images in emails. Similar to the bold move by Gmail in 2013 to adopt image caching, Yahoo! will now cache all the images and display them from their own proxy servers. Webmails like Gmail and Yahoo! implemented this to greatly improve email load speed and reliability, but it throws a monkey wrench into the works for email marketing. [...] [more]
emailmonks.com    Intelligence, Marketing

discussion Yahoo! Mail Introduces Image Caching—What Marketers Must Know

Here's everything you must know about image caching in Yahoo! Mail and how it can impact your email metrics and the use of dynamic content.  [...] [more]
litmus.com    Intelligence, Marketing

stats Digital Intelligence Briefing: Digitale Trends 2018 [PDF]

Die richtige Mischung aus Technologie, Daten und Design steht und fällt mit der Unternehmenskultur. Unternehmen, die echte Erlebnisse bereitstellen möchten, setzen auf einen Team-übergreifenden Ansatz, bei dem der Kunde im Zentrum aller Initiativen und Zusammenarbeit steht. Diese Unternehmen haben einen durchdachten, langfristigen Plan entwickelt, um kontinuierlich Kunden zu gewinnen. Es überrascht daher nicht, dass diese Unternehmen Branchenführer sind. [...] [more] 
adobe.com    Intelligence, Study
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