Optimisation of the current contact pressure model to become more customer centric & multichannel

Trigger

Context: Cdiscount was looking to find the ideal commercial frequency for its members, while maintaining loyalty.
Objective: design new rules to optimise the commercial contact pressure that include consumer preferences.

Action

AUDIT

Review of existing studies and documents.

Interviews with various stakeholders involved the marketing contact pressure process.

Analysis of databases, data structure and the existing contact pressure model.

NEW PREDICTIVE CONTACT PRESSURE MODEL

Clusters creation based on email reactivity, purchase data and satisfaction levels.

Recommendation of new specific rules to optimize the current contact pressure and deliver personalized, customer centric and multi-channel messages.

TECHNICAL OPTIMISATION

Technical recommendations to integrate the new multichannel contact pressure model within the current technical infrastructure.

Identification of the appropriate technical platform and required data flows.

Adjustments to be made to the existing system if necessary.

Deliverable

Identification of potential blockers points in the design of the new contact pressure strategy.
Design of a new personalized contact pressure model based on the following criteria:
– Clients profiles (purchases,…),
– Clients reactions on the different channels (opens/clics/…),
– Clients satisfaction,
– Exclusion of fake openers with the IOS 15 limitation.
Definition of the top sending limit for each channel & client segment to avoid overpressure.
Drafting a technical document to facilitate the implementation of recommendations.