India's largest platform and marketplace for AI & Analytics leaders & professionals

Sign in

India's largest platform and marketplace for AI & Analytics leaders & professionals

3AI Digital Library

Email Campaign and Cadence Analytics

3AI September 10, 2020

World leader in film, television and music entertainment

Problem Statement

  • Company executes numerous email campaigns for their official online store selling movie, television, music and entertainment merchandise.
  • Company wished to improve the effectiveness of email campaigns by converting more opens to clicks and clicks to purchases.
  • Increasing database attrition raised concerns of losing customer base for email marketing.

Analytics Led Approach

  • Provided an integrated longitudinal view of marketing touches by customer and delivered insights on those trends.
  • Linked analysis of customer behavior to purchases and order value to financially orient all findings.
  • Provided suggestions on expanding sample data window for improving accuracy and scope of analyses.
  • Data Source: CRM data that includes campaign information at customer level, order purchase data, other customer activity data.

Business Impact

  • Message-mix analysis highlighted the importance of commercial messages in delivering higher open & click rates.
  • Insights and views delivered set the next steps for defining an email cadence testing methodology.

Critical Success Factors

  • Analysis across segments yielded different open/click and purchase behaviors – instrumental in determining the optimal email cadence patterns.
  • Identified the key cadence metrics driving the conversion – Frequency, Time Gap between touches, and Day of the Week

    3AI Trending Articles

  • ML & Data Science Solutions: Build, Buy or Outsource?

    Data and analytics leaders increasingly believe that data science is a critical component of their analytics and business intelligence (BI) modernization plans, and are clamoring to incorporate new. Technologies such as predictive analytics, machine learning and deep neural nets sit at the Peak of Inflated Expectations on related Gartner Hype Cycle. While some degree of backlash […]

  • CxOs’ guide to achieve “escape velocity” for NextGen approaches!

    Featured Article Author: Vivek Mahendra, Managing Partner, Vivikta Advisory Prelude This is an Enterprise Architect’s perspective on the approach to scale the NextGen Solutions (read, AI/Generative AI/LLMs/Deep Learning led business solutions). A part of the 3 Point-of-View Thought Leadership series, this article focuses on the two foundational aspects – Leadership Archetypes its impact and learnings […]

  • Reimagine Business Strategy & Operating Models with AI : The CXO’s Playbook

    Author: Sameer Dhanrajani, CEO at AIQRATE advisory & consulting | AI advisor, business builder | Author | Speaker |Columnist| President at 3AI | Ex-CSO: Fractal, Global Business Leader: Cognizant, Country Head: Fidelity National Financial AlphaGo caused a stir by defeating 18-time world champion Lee Sedol in Go, a game thought to be impenetrable by AI […]

  • AI in Drug Discovery

    Featured Article: Author: Vijay Morampudi, Director & Head of AI, Wavelabs Technologies Drug discovery takes 12-15 years and a median investment of nearly $1 billion to bring a new drug to market. While the true cost of research and development may be as high as $2.5 billion per marketed therapy, when factoring in abandoned trials and […]