‘Social Spillover’ From Targeted Customers A Powerful Campaign Amplifier

Driving ongoing customer engagement and retention using personalized, cross-channel campaigns and experiences remains a mission-critical focus for consumer-facing brands in the new year.

In Gartner’s CMO Spend Survey 2016-2017, seven out of the top eight marketing budgeting priorities listed by CMO respondents address technologies and channels focused on unifying and enriching the digital customer journey. But 2017 won’t just be about delivering one-to-one interactions at scale to your targeted users.

No, it will be about truly understanding the ripple effect of personalized campaigns throughout your customer’s broader social network.

In October 2016, researchers at Columbia University and HEC Paris partnered with Amplero to publish a study, “Beyond the Target Customer: Social Effects of CRM Campaigns,” which researched the behaviors of nearly 6,000 mobile customers at a major North American carrier.

Leveraging machine learning-powered automation to deliver targeted contextual messaging to key users, the study found that social connections of targeted customers increased usage and were less likely to churn—despite having neither a campaign targeted toward them nor being offered any direct incentives.

Specifically, the research showed a social multiplier of 1.28. That is, the effect of the campaign on first-degree connections of targeted customers was an additional 28% beyond the effect of the campaign on targeted customers.

While good marketers instinctually recognize the ripple effect a good campaign can have throughout customers’ networks, now they have data points to back it up.

Amplero CEO Olly Downs, PhD, recently published a feature detailing the three ways machine learning-powered digital intelligence is transforming the way brands approach CRM campaigns and influencer marketing in 2017.

As part of the Amplero Digital Intelligence Platform's recent Influencer Optimization launch, Downs outlines the following paradigm shifts that marketers will need to address in the coming year:

  • Unified Customer Profiles And Attribution Models Need To Broaden
  • Influencer Optimization Will Be Transformed
  • Churn Prevention Will Become More Complex—And More Powerful

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About Olly Downs, PhD
Olly Downs is a machine learning scientist and serial technology entrepreneur, credited with bringing advanced analytics and machine learning methods to bear as the creative spark behind numerous early-stage technology companies. Downs is currently CEO and chief scientific/technical officer at Amplero and advises businesses through his company Analytical Insights, Inc.

About Amplero
Amplero is a digital intelligence platform that enables marketers to achieve what's not humanly possible by leveraging machine learning and multi-armed bandit experimentation to automatically optimize every customer interaction to maximize customer lifetime value and loyalty.

Using Amplero, marketers in telecom, banking and finance, gaming, and software-as-a-service have seen more than three percent incremental growth in customer revenue and five times retention benefit, often touching their customers less frequently while delivering great omni-channel customer experiences.

To learn more or schedule a demo, contact us