How to evolve from a mature state
The digital marketing department at DR Koncerthuset were tasked with achieving three sequential objectives:
1) Create differentiated communication content through automation
2) Improve conversion from email, web site, and SoMe campaigns
3) Increase sales rate and customer engagement
With programmatic advertising and campaign management being pushed to the limits of what was scalable, DR Koncerthuset and ONE Marketing decided to experiment with Artificial Intelligence (AI) and Machine Learning (ML). This meant a transition from controlled processes to trusting new technologies to effectively treat leads and customers.
The initial concept was based on data analysis where we scored each addressable individual’s interest for a concert and their likelihood to purchase a ticket for this concert at defined a point in time. This likelihood was used to identity the most relevant concert(s) per customer or lead and orchestrate the promotion across eMail, website and SoMe.
To scale and orchestrate
To scale, a ‘Cognitive Profile’ is automatically generated and continuously recalculated by a combination of AI and ML. As new offers are placed into DR Koncerthuset’s web content management system, all data and content surrounding the concert is scored and then matched to each individuals in a ‘Cognitive Match’.
To orchestrate, their Marketing Automation platform was set up to automatically populate a dynamic eMail template with the combination and priority of concerts dictated by the Cognitive Match.
"That can't be right?"
In August 2018, 7 concerts needed a sales push.
22.785 customers in a relevant segment were randomly split in two:
In segment A 17.102 received a personalized email composed from the 1 to 7 relevant concerts based on the Cognitive Match, resulting in 2.275 email variants
In segment B. 5.683 received an undifferentiated email.
Sales in segment A were 354% higher than segment B.
The solution has been expanded to be the personalization engine behind DR Koncerthuset’s website and social media campaigns, and is given autonomy to orchestrate and execute communication.