Showroomprivé：将机器学习驱动的定位功能交到营销人员手中
公司规模
Mid-size Company
地区
- Europe
国家
- France
产品
- Dataiku
- Targetor
- Amazon Web Services (AWS)
技术栈
- Dataiku
- Amazon Web Services (AWS)
实施规模
- Enterprise-wide Deployment
影响指标
- Productivity Improvements
- Customer Satisfaction
技术
- 分析与建模 - 机器学习
- 平台即服务 (PaaS) - 数据管理平台
适用行业
- 零售
适用功能
- 销售与市场营销
用例
- 质量预测分析
- 需求计划与预测
服务
- 数据科学服务
关于客户
Showroomprivé 是一家专门从事闪购的电子商务零售商。该公司拥有约 950 名员工，业务遍及欧洲 7 个国家。该公司拥有 4 个数据团队，共 16 名成员。Showroomprivé 在利用数据改进产品和客户服务以及运营和业务方面一直处于领先地位。该公司一直在从头开始发展利用数据进行这些改进的能力。
挑战
Showroomprivé 是一家专门从事闪购的电子商务零售商，他们在营销电子邮件的定位方面面临挑战。直到 2016 年，该团队都根据他们对品牌的了解手动选择这些营销电子邮件的目标受众。然而，这种方法带来了一些挑战。品牌的受众往往重叠或广泛，这意味着要多次接触一些潜在买家，而对其他买家则完全没有。这也意味着要撒下一张大网，可能会把电子邮件发送给对特定品牌不感兴趣的人。该项目的最终目标是让营销团队完全自主地定位和发送这些电子邮件。
解决方案
Showroomprivé 利用 Dataiku 为其营销活动开发了一套基于机器学习的定位系统。该系统名为 Targetor，允许营销人员生成自己的机器学习定位建议。该公司在四年的时间里对 Targetor 进行了三次迭代，以完善系统并添加更多功能。营销和数据团队甚至能够对 Targetor 的第二次迭代进行改进，提供用户排名，而不仅仅是同质群体，让营销人员能够更好地确定其活动的优先级。营销团队使用大约一年半后，Showroomprivé 的数据团队添加了如此多的功能和特性，以至于模型变得复杂。他们决定开展一个可以简化模型的项目，使他们能够在未来许多年继续扩展和添加功能。
运营影响
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