Recommends offers across formats, e.g. a hotel guest receives restaurant and store offers
- Who we serve
- Private Sector
- Category
- Retail, hospitality & consumer
- Value
- Revenue
- Human role
- Automated, audited after
- Maturity
The problem
Without cross-business next-best-offer, teams in group loyalty & customer data make these calls on averages and instinct, because unified customer data are not joined up, and the value in the data goes uncaptured.
How it works
Cross-business next-best-offer recommends offers across formats, e.g. The approach relies on recommender systems. It draws on unified customer data and is typically owned by teams in group loyalty & customer data. The main constraint is brand consistency; cannibalisation. Where the human comes in: automated with marketing review of campaign rules. It is scaled at leading organisations and piloted elsewhere; examples include Group loyalty apps.
Where the human comes in
Automated with marketing review of campaign rules
What it needs
Unified customer data
What to plan for
Brand consistency; cannibalisation
In the field
Group loyalty apps
Public deployments by other organizations, listed for context. Not Sphere projects.