ThinkCol and Property Conglomerate Engage to Develop New Marketing Strategies
ThinkCol's AI system design and implementation leveraged supervised learning and NLP to increase conversion rate
A publicly-listed real estate conglomerate with cross-BU data would like to identify the right audience for their direct marketing campaigns. As they have numerous products and events, they spend a large amount of marketing budget on online advertising. They were also eager to lower marketing costs and generate new marketing ideas.
ThinkCol’s solution aimed to find lookalikes of customers that allow the conglomerate to market their events and products to the right audience. Multiple strategies were adopted, which involved defining key events from online and offline cross BU activity data such as transactional behaviour, analyzing eDM clickthroughs with NLP and deep learning, and generating new marketing ideas with ThinkCol’s Lenx.ai, the AI-powered Social Analytics platform, that contains most of Hong Kong’s social media data. Feature engineering specific to the use case was also performed to ensure we can find the most niche audience for each individual marketing event.
