Digital Marketing: target customer profiling and development of contacts’s network
Target customer profiling (prospect analysis) and development of contacts’s network (lead analysis) is a very critical task for both private companies, in order to increase the commercial network, and public organizations, in order to promote fundraising campaigns.
Big Data Analytics techniques allow data integration from heterogeneous sources and user profiling, enabling the creation of personalized marketing campaigns.
The problem
Extracting the value inside in the Customer Base is one of the main problems of all organizations, small and large, public or private.
The huge amount of data related to prospect contacts is often not usable for the following reasons:
– they are managed by different tools
– there are redundancies or inconsistencies
– there is no useful information to reach prospects
– there is no knowledge about the preferences of prospects and leads
This is why the digital marketing process is complex, both in the case of private organizations that aim to sell products and services, and in the case of public organizations that intend to carry out fundraising activities.
The solution
Revelis develops solutions based on Rialto™, a software platform for the development and execution of Artificial Intelligence solutions, the analysis and monitoring of Big Data, the prediction of phenomena and the explanation of the decision model.
Through these solutions it is possible to acquire and normalize information from different sources of information and to profile contacts.
Through Data Integration and profiling techniques, it is possible to provide functionalities for:
– Automatic acquire information on contacts
– Integrate contact information and resolve problems related to redundancies or inconsistencies
– Identify ‘families’ of contacts with a similar behaviors or characteristics
– Support digital marketing campaign through advanced search capabilities
