Retail - Personalization

Consumers have a positive attitude toward personalized products and services with research showing as many as 75% more likely to purchase personalized offerings. Personalization is about delivering the right product at the right price to the right person through the right channel at the right time.

 

In addition to effective targeting, tailoring the message content to inspire the desired action remains a challenge. Systematic experimentation is required to understand the optimal content amongst a large number of possible variations. Implementing this process is a time-consuming and resource-intensive task often requiring expert content creators.  

Personalizing marketing messaging using Natural Language Generation to increase marketing campaign return on investment.

Content generation platforms combine technologies such as natural language generation (NLG), the process of generating human quality language from structure and unstructured data, and deep learning based optimisation to provide personalized messaging at scale. Large language models are used to generate variations, while optimization algorithms are used to predict and deploy top performing messaging for campaigns.

 

Creative copy generated with these platforms can range from email subject headers to product descriptions, landing pages and customer service responses. It can be deployed in any channel where short messaging is used as a call to action.

 

Ebay utilized the Phrasee content generation platform to initially optimize their email subject headers. Soon after, they added push notifications across all markets. Ebay generated a 15.8% average open lift and 31.2% average click lift on their marketing campaigns in the US and were able to achieve a consistent ROI on campaigns market wide.