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Using predictive analytics to morph marketing in real time: A consumer electronics case study
Journal of Digital & Social Media Marketing,
4
(3),
232-242
(2016)
Abstract
Today’s omni-channel consumer purchase funnel has become non-linear,
cross-device and totally unpredictable. While technology has been the enabling factor of this radical disruption, it is also the key for brands to use to pivot and master the change. Indeed, predictive analytics, artificial intelligence and data modelling can be used to morph marketing communications in real time, achieving the scaled relevance of one-to-one communication. This paper will explore how Acer embraced predictive real-time marketing and how it contributed to achieving a truly unique view of the customer.
Keywords: real-time marketing; e-commerce; predictive analytics; omni-channel; multichannel; Big Data; multivariate modelling; online personalisation; online acquisition; retention
The full article is available to subscribers to the journal.
Author's Biography
Francesco Federico is the Global Digital Marketing Director at Acer, where he is responsible for web management, e-commerce, social media and digital customer relationship management across 55 markets within Pan-America, Europe, Middle East, Africa and Asia-Pacific. Previously, he led the Digital CRM and Mobile Marketing function at Vodafone after working as management consultant for such diverse companies as Allianz, eBay, Google, MasterCard and Sky. His thought leadership is conveyed via keynote addresses at top industry events and put into pragmatic action with selected start-ups through mentoring and coaching.
