Big data? Rozum a jednoduchost na prvním místě

Big data? Rozum a
jednoduchost na prvním místě
Luboš Bednář – Intelligent Technologies
Lukáš Tatranský – Marks & Spencer ČR
Source: http://cdn3.notonthehighstreet.com/
http://cdn3.notonthehighstreet.com/
Source: http://retired.talkingpointsmemo.com/
number of visits
Simplifying customer data
less loyal customers
least loyal customers
loyal customers
less loyal customers
total spend
Case study: M&S Prague Style Event
c.
1,200
customers turned up for the event, that is in average
“When will
you organize
next event?”
“Great idea”
200
customers a day!
“I really
enjoyed the
time here”
“I’m feeling
honored to be
here today”
“Thank you for
inviting me here”
“I love M&S and
especially your food”
Customer engagement with the mailing was even stronger where 1 in 10
customers used at least one coupon
Coupon redemption was 3 x higher than for non-targeted campaigns
%
targeted invitation
non-targeted campaign