Summary
AI-ML Recommender Model - Target the Right Audience
Challenge
With a brand like M&M where the CRM data base is huge, it becomes very important to target the right audience. By engaging The AI/ML Recommender model we began to recognize our core fans – Customers with a higher propensity for purchase. Targeting these fans would allow us to approach such customers and prospects for hyper personalisation and targeted marketing
Objective
To use an AI/ML recommender model effectively to churn the crème-de-la-crème from our fanbase.and to decrease CPL.
Strategy
From a strategic perspective, we arrived at an optimised solution that gave us a churn of the cream fanbase. By engaging The AI/ML Recommender model we began to recognize our core fans – Customers with a higher propensity for purchase. Targeting these fans would allow us to approach such customers and prospects for hyper personalisation and targeted marketing.
Data
The AI/ML Recommender model we b
Solution
Results
