How Artificial Intelligence Is Revolutionising Campaign Management Sagar Patil VP - Product Management, Netcore Solutions @sagar_ai

VP – Product Management, Speaker Sagar Patil leads product management at Netcore, driven by the desire to create a world class marketing platform which would enable marketers across the board, from a campaign executioner, to a CXO, to improve customer engagement and maximise customer lifetime value. An IIM alumni, Sagar has more than 10 years of experience in product management, CRM, marketing, strategy, and analytics, and in-depth knowledge of markets in rapidly growing economies such as India and China. Having previously worked with Flipkart, Kensico, Inkfruit.com & Zovi.com, Ester Industries, Tata Bluescope Steel, Cairn Energy, Wipro, and Amdocs, he is a subject matter expert in CRM, marketing, product management & development. Sagar Patil VP – Product Management, Netcore Solutions @sagar_ai

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Agenda Decision Making Process With & Without ML AI Stage Wise Implementation & Use cases Objective & Planning Segment Content Strategy Analysis & Execution Time Channel Affinity

Analysis & Execution at Opportunity Identification Decision Making Process Without ML & AI Manual Process , Instinct based Analysis at group Level Analysis & Execution at Group Level Objective & Planning Listen Manual Opportunity Identification

Analysis & Execution at Individual Level Opportunity Identification Decision Making Process With ML & AI Automated Process , Informed Data based Analysis at Individual Level STO A/B Testing Churn Prediction Analysis & Execution at Individual Level Which Segment To Target ? What to Promote Objective & Planning Season & Product Sentiments Channel Affinity Individual basis Smart Journey Listen Automated Opportunity Identification Smart Segments SLO Automated Content Recommendation Cost & Offer Forecast For the Season Demand & Supply Forecast

AI ML Implementation in Campaign Stages What Time Decided by ML Planning & Objective Channel to be used Decided by ML Communication Content Decided by ML Segment : Accompanied Seasonal Shoppers Objective to re-initiate Sale with sale offer Analysis & Execution Whom to ? Copyright 2018. Netcore Solutions.

All of them are different Copyright 2018. Netcore Solutions.

Planning : Smart Segment : Whom to target? Copyright 2018. Netcore Solutions.

Planning : Smart Segment : Whom to target Copyright 2018. Netcore Solutions.

Planning : Smart Segment : Whom to target Members who wait for Sale season to purchase premium products Premium Product Buyer High Transaction value & Frequency but Low Spends recently 1 2 Non Promo Buyer Promo Hunter Shopper Lifestage 5 6 3 4 7 8 Low price product buyer Copyright 2018. Netcore Solutions.

Customer Lifetime Value (CLTV) Existing User Behaviour Predicted User Behaviour Likelihood to Retain a Specific User Marketing Costs CLTV Scoring helps you rank and therefore differentiate between your Top and Bottom Users

Planning : Content Optimization: What to send? 1 - on - 1 Product Recommendation Engine AI Based Keyword Analyser SLO Recommendation Engine

Recommendation Email based Transaction History of Users Content Optimisation Recommendation Email based Transaction History of Users Transaction – Amazon Book – Dongri To Dubai Amazon Optimises Transaction Rates by sending recommendation mails based on Size/page of previous buy Post 30 Days

Classification & Regression Modelling Execution : Time Optimization Classification & Regression Modelling Send Time Optimization Channel Affinity

ML Based RFM (recency, frequency, monetary) Analysis 30 % Up in Star Customer Increases revenue 2X

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