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Determine target audience and run marketing campaigns
Demonstrates the methodology to determine target audience and run marketing campaigns using Watson Studio and Watson Campaign Automation.
Data science, Analytics
A business runs marketing campaigns to promote products with the objective of boosting revenues. The campaigns need to be run on appropriate audiences for maximum impact. A consumer not interested in a product will ignore the campaign offer.
This requires an integration between an analytics tool that determines the target audience and a campaign automation tool that runs campaigns.
This pattern demonstrates how to integrate Watson Studio and Watson Campaign Automation to run marketing campaigns.
By Balaji Kadambi, Manjula Hosurmath
N/A
The target audience for a marketing campaign can be determined by analyzing the customer purchases,browsing history, social media and other sources. In this pattern Watson Studio has been used to analyze the customer purchases.
The customers orders data was downloaded from - https://dataplatform.ibm.com/exchange/public/entry/view/f8ccaf607372882403a37d9019b3abf4.
The Watson Campaign Automation tool has been used to demonstrate the running of email campaigns. This patterns covers the integration aspect between Watson Studio and Watson Campaign Automation to build the complete end to end solution.
- The Object storage stores the data.
- Data is utilized as csv files.
- The Jupyter notebook processes the data and generates the target audience.
- The Jupyter notebook is powered by Spark.
- The target audience information is sent to Watson campaign automation(WCA) to run campaigns.
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IBM Watson Studio: Analyze data using RStudio, Jupyter, and Python in a configured, collaborative environment that includes IBM value-adds, such as managed Spark.
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IBM Cloud Object Storage: An IBM Cloud service that provides an unstructured cloud data store to build and deliver cost effective apps and services with high reliability and fast speed to market.
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Watson campaign automation: Smarter marketing automation across all digital channels, powered by Watson.## Featured technologies
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IBM Watson Studio: Analyze data using RStudio, Jupyter, and Python in a configured, collaborative environment that includes IBM value-adds, such as managed Spark.
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IBM Cloud Object Storage: An IBM Cloud service that provides an unstructured cloud data store to build and deliver cost effective apps and services with high reliability and fast speed to market.
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Watson campaign automation: Smarter marketing automation across all digital channels, powered by Watson.
Title - Run effective marketing campaigns on various channels by determining the right target audience
How many times have we received offers over e-mail, sms or phone calls on products we are not interested in? This wastes the time for prospective customers and adds to the risk of the customer ignoring the message even when the product offer is something that could interest the customer.
Any marketing campaign must target the right audience for maximum effectiveness. This requires advanced analytics to be run on the various sources of data - customer purchase orders, customer browsing history, customer reviews and others. IBM Watson Studio is an analytics tool that can connect to variety of data sources and build models using Python, R or Scala using the data. IBM Watson Studio can be used to identify the right target audience.
Once the target audience has been determined, there are many channels on which a prospective customer can be contacted - email, web, mobile apps, SMS, social, group messaging and more. A campaign automation tool can reduce the effort in running the marketing campaigns on various channels. IBM Watson Campaign Automation can be used to automate campaign across various channels.
The code pattern hosted at https://github.com/IBM/run-campaigns-target-customers demonstrates the use of Watson Studio and Watson Campaign Automation to determine the target audience and run campaigns.
Please visit the code pattern to run and deploy a marketing campaign solution.
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Data Science: Systems and scientific methods to analyze structured and unstructured data in order to extract knowledge and insights.
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Marketing automation: Software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks.
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