SELGROS 节省了广告材料的分销成本
公司规模
Large Corporate
地区
- Europe
国家
- Germany
产品
- Blue Yonder’s algorithm
- Blue Yonder’s causality model
技术栈
- Data Analysis
- Automation
实施规模
- Enterprise-wide Deployment
影响指标
- Cost Savings
- Revenue Growth
技术
- 分析与建模 - 预测分析
适用行业
- 零售
适用功能
- 销售与市场营销
用例
- 补货预测
服务
- 数据科学服务
关于客户
SELGROS 是一家位于德国的批发公司。该公司采用手动流程来决定哪些客户应该收到目录，该流程使用细分和决策树完成。该流程不仅耗时，而且效率低下，因为它没有考虑影响客户支出的所有因素。因此，该公司承认其营销预算没有得到有效利用。该公司寻求一种解决方案来自动化流程、降低广告成本并改善客户定位。
挑战
批发公司 SELGROS 的广告策略面临挑战。每两周，该公司会向客户邮寄多达一百万份宣传册。决定哪位客户应该收到目录是一个使用细分和决策树的手动过程。这个过程不仅耗时，而且效率低下，因为它没有考虑影响客户支出的所有因素。因此，该公司承认其营销预算没有得到有效利用。SELGROS 寻求一种解决方案来自动化流程、降低广告成本并改善客户定位。
解决方案
SELGROS 与 JDA 旗下公司 Blue Yonder 合作，实现了客户定位流程的自动化。Blue Yonder 分析了个人客户五年的购买历史，并在有广告和无广告的情况下预测了客户层面的购买概率和购物车大小。结果提供了最佳的客户选择。现在，在每次寄出目录之前，SELGROS 都会收到来自 Blue Yonder 的建议，并将其自动纳入到活动流程中。为了实现运营决策的自动化，Blue Yonder 使用他们自己的因果关系模型，该模型从数据中提取信息，揭示促销活动对个人客户购买决策的影响。这样，只有那些购买决策受到广告材料积极影响的客户才会收到宣传册。
运营影响
数量效益
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