Artificial intelligence predicts the impact of retail promotions

When a major food and beverage retailer decided that it needed more insight into the impact of its customer-facing campaigns as well as a way to develop more targeted promotions, the organization turned to Capgemini to develop a solution. Capgemini worked with its partner to implement an artificial intelligence-based predictive model to forecast campaign success rate and define return on investment measurement frameworks.



This began with the introduction of upgraded infrastructure that uses cloud computing and parallelized data processing to analyze multiple years of customer sales data and thousands of campaigns. Next, Capgemini developed an ensemble of machine learning algorithms to create campaign predictions and break customers into segmented target audiences. Finally, the solution included a configurable UI that enables decision makers to rapidly tweak the prediction conditions, visualize predicted performance metrics, and understand data with in-depth analysis.



The retailer now gains campaign insights in a matter of minutes instead of days. Tailored campaigns have more than doubled the additional sales for every dollar spent on promotion. Using artificial intelligence, the business has made significant strides towards better understanding its customers and building stronger and longer-lasting relationships.

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