AI in Personalization
What to personalize
- What tone to adopt in your message to them, based on their last interaction with you.
- Think of the guy at the shop who sells sarees
- ...what are you looking for?
- ...what's the occasion?
- ...looking for another color?
- Digital. Do we hover over something? Can we use this to indicate a faster, more sensitive signal that the guest is interested in something?
- Could we pair that natural interest of a guest along with signs that the inventory needs to be relieved in order to get that guest to buy that?
- What consumer data is available to us? Can we use that for affinities and propensities that we cannot capture on the t.com properties?
- https://www.wired.com/sponsored/story/the-home-depot-doubles-down-on-data-science/
- The Home Depot's end objective was already clear: a personalized, project-based experience for its online shoppers, patterning the kind of face-to-face customization that attracts consumers to its brick-and-mortar stores.
- What is it for Target? "Hello Sunshine!!"
- Home depot seems to have figured out the customers shopping intent. "Kitchen remodel".
- What's Targets' customers shopping intent?
- They use "headroom" models to predict how much each customer can spend in a category, based on what other customers already spend in the category.
- Develop signals of what the customer is disinterested in. And does not respond to.
- A telecom company used signals from its customer service interactions and transactional data to spot anomalies in customer behavior , across channels and sites, billing systems and marketing systems and retail payment platforms and created a time stamped journey framework.
- Anomalies were detected by looking at deviations in journey patterns to find customers grappling with problems and then use time stamped information to find out what were the possible causes , was it a new feature they tried, was it a billing issue,.. etc
Degrees of freedom: remember that each decision that is taken in a process is like a degree of freedom. Too many degrees of freedom give a system too much variability.
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About Me
- Clinton Rozario
- Hybrid specimen. Likes mixing abstract concepts into a heady cocktail. Likes mixing people together to see what they can do. Also, PC whisperer, Virus Terminator, entrepreneur in a couple of years, "nice guy", INTJ more...
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