Big data? Rozum a jednoduchost na prvním místě
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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