Whitepaper Improving Multichannel Marketing with OptimizationMarketing und Werbung Customer Experience / Feedback Big Data / Predictive Analytics
SAS Institute GmbH
In today’s multichannel world, optimizing the performance of marketing activities is complex because of the explosion of channels – there’s just no way around it. Consider what’s involved when trying to maximize profits by offering multiple offers to different audiences across diverse channels. The company may have multiple offers for customers – for example, to save 20 percent on their total purchase, get free shipping on orders over $50, and earn a free $10 gift card if they spend $100. And these special sales promotions are made available across a variety of channels – for instance, in stores, online and via mobile ads.
In any business scenario, a big question is how to best match which customer gets which offer through which channel, at which time, and how frequently to achieve a specific goal – for instance, maximizing sales?