When 1:1 is Not Enough: Amplero Launches New Influencer Optimization Capability

SEATTLE, Jan. 19, 2017 /PRNewswire/ -- Amplero, a recognized leader in applying machine learning and adaptive optimization to maximize customer lifetime value and loyalty, today announced its Influencer Optimization capability that increases the power of the Amplero Intelligence Platform (AmpIP).

Through the automatic aggregation of behavioral data, Amplero now makes it possible to map customer influencer ego networks that identify not only the number, strength, and intensity of connections, but also influence a customer has over the behaviors and actions of those connections. Moving beyond 1:1 personalized marketing, this advancement gives enterprise marketers the ability to optimize the full network impact of their marketing efforts, measured in a recent study as a social multiplier effect of 1.28.

"Using Amplero's new Influencer Optimization capability, marketers can now think beyond 1:1 personalized customer interactions and understand the full network impact of their campaigns. Identifying and targeting the most connected influencers and empowering them to spur friends and connections to take the desired action can lead to significant incremental revenue, retention or engagement results for our clients," said Olly Downs, PhD, CEO at Amplero.

The new capability was recently featured in a breakthrough study, "Beyond the Target Customer: Social Effects of CRM Campaigns," published by the American Marketing Association's Journal of Marketing Research.

Amplero Principal Research Software Engineer Matt Danielson partnered with researchers from Columbia Business School and HEC Paris to quantify the ripple effect of marketing campaigns on non-targeted customers in the targeted customer's network. In a randomized field experiment using Amplero to deliver highly contextual messaging and observing the behaviors of nearly 6,000 mobile customers, the researchers found that social connections of targeted customers increased usage and were less likely to churn due to a campaign that was neither targeted at them nor offered them any direct incentives.

"This research has considerable implications for the way marketers think about their customer relationships," said Downs. "While most marketers are focused only on the behavior of specifically-targeted customers in a given campaign, machine learning that takes into account ego networks enables continuously-optimized interactions with the customer that take into account how they interact with one another."

About Amplero

Headquartered in Seattle, Amplero is an Artificial Intelligence Marketing (AIM) company that enables business-to-consumer (B2C) marketers at global brands to optimize customer lifetime value at a scale that is not humanly possible.

Unlike traditional rules-based marketing automation systems, Amplero's Artificial Intelligence Marketing Platform leverages machine learning and multi-armed bandit experimentation to dynamically test thousands of permutations to adaptively optimize every customer interaction and maximize customer lifetime value and loyalty.

With Amplero, marketers in competitive, customer-obsessed industries like telecom, banking, gaming and consumer tech are currently seeing measurable lift across key performance indicators-including 1-3% incremental growth in customer topline revenue and 3-5x lift in retention rates.