The use of data analytics to deliver business insights helps to improve processes, understand customers and increase sales. This has been a key focus area within MECCA. Over the last few years, MECCA has successfully built its strategic digital systems and data platform on AWS environment, enabling reporting and analysis of historical data using Business Intelligence application.
MECCA has gone over and above by looking at historical data, recent advances in Machine Learning and new predictive analytical techniques. By discovering these new insights they are able to unlock opportunities and optimize business value – increasing their share in the premium beauty market.
Just last year, MECCA was relying on simple segmentation when delivering email marketing, they soon identified the opportunity to increase the relevance and personalisation of their campaigns. MECCA engaged Servian to build sophisticated Machine Learning capabilities to enhance customer engagement and digital interaction. The results delivered an optimised customer experience, increased engagement and conversion.
Using a combination of Amazon SageMaker and Amazon Personalize, we were able to quickly build, train and deploy machine learning models at scale. The output of these models is then embedded as ‘New Product Recommendations’ within their email marketing campaigns. It is reported that the capabilities have driven strong performance including; 65% increase in email click-through rates and email revenue increased by 62%. It is evident that these new and sophisticated models are much more accurate, personalised and engaging to the customer.