Big Data and MarketingPlatform
Big Data to increase success for the customers of Danish MarketingPlatform, which specializes in sending of intelligent newsletters
Generally speaking, Big Data is the use of information across e.g. customers, or in this case, newsletter recipients. MarketingPlatform is the first Danish email marketing company that uses Big Data to optimize the content in dialogue marketing
There has been written and said a lot about Big Data. Some call it empty talk or another incomprehensible buzz word from the IT industry. In this article, we focus on a company that has made Big Data operational for its customers. At Danish MarketingPlatform, which has its headquarters in Jutland, there is nothing experimental about the use of Big Data. The company serves customers such as Saxo, Bauhaus, Aldi, BoConcept and many others.
It is not magic – only data that is brought to life
It seems almost magical that content blocks place themselves according to the recipient’s behavior, and take priority places in the newsletter completely automatically. “The secret is logic, processes and algorithms,” says Kim Østergaard. “We have also expanded the logic with Big Data, which is able to look across a given customer’s recipients, and optimize the content for the individual based on the group behavior”. “I have never seen that before in an email marketing solution,” says the passionate director.How the solution works with Relevant Content
Dialogue marketing is about dialogue. In order to achieve a dialogue – both parties need to listen. MarketingPlatform listens with Relevant Content function. The system listens to the recipient’s behaviour. In other words, the foundation for the “one-to-one” dialogue is created. “By giving the content in a newsletter intelligent links, we, for example, know how the products need to be categorized, and can register a given recipient’s preference for particular brands or categories. All alone by the person’s normal actions – in an ordinary newsletter, ” continues Kim Østergaard. The collected knowledge translates MarketingPlatform into a relevance score. And points are awarded according to a clever system, which the company is extremely sparse with information about. The points are used in the prioritization of the content. The individual points, combined with the behavior of the flock using Big Data, determine the rankings in the campaign.Knowledge is translated into dialogue and concrete campaigns
Imagine a newsletter with four rows of products. In each row there are 3 products side by side. It could be from your favorite store chain that offers you all the news you love. The products in the newsletter all link to the retail chain’s webshop. All links are made intelligent and learn from your behaviour. All the products come from blocks, that with Relevant Content are automatically placed in the email. 30 possible blocks are 12 blocks with products targeted to each recipient. “The email can be a completely regular newsletter, a dialogue campaign that learns and targets, a part of an automated flow – or as a part of a questionnaire. The possibilities are numerous and go across all the functions of MarketingPlatform,” concludes Kim Østergaard.Try MarketingPlatform for free for 14 days
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