{"id":2536,"date":"2022-01-08T20:47:42","date_gmt":"2022-01-08T19:47:42","guid":{"rendered":"https:\/\/layagroup.de\/laya-solutions\/success-story-galeria-development-of-a-scoring-engine-for-optimised-campaign-management\/"},"modified":"2023-11-15T19:46:50","modified_gmt":"2023-11-15T18:46:50","slug":"success-story-galeria-development-of-a-scoring-engine-for-optimised-campaign-management","status":"publish","type":"page","link":"https:\/\/layagroup.de\/en\/laya-solutions\/success-story-galeria-development-of-a-scoring-engine-for-optimised-campaign-management\/","title":{"rendered":"Success Story – Galeria – Development of a scoring engine for optimised campaign management"},"content":{"rendered":"\n
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Development of a scoring engine for optimised campaign management<\/h1>\n<\/div><\/div>\n<\/div>\n\n
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Back to LAYA Solutions<\/a><\/div>\n<\/div>\n<\/div>\n\n
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Starting point<\/h2>\n\n\n\n

With a multi-million customer base, deciding on what will appeal to different target audiences is no trivial matter for direct marketing teams. The effectiveness of advertising hinges on it being relevant to the recipient. Our challenge was to design a system that predicts which campaign and contact channels will achieve the greatest possible effect on the individual customers.<\/p>\n<\/div>\n<\/div>\n\n

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Solution<\/h2>\n\n\n\n

In an iterative process, together with GALERIA\u2019s purchasing and marketing departments, we piloted and launched a scoring engine. Using conventional data mining approaches, LAYA Solutions tested a subset on the scoring methods, applied them in campaigns, and incorporated the findings into further optimising the scores. The scoring engine is an application programmed in Python that is continuously developed with the help of neural networks. Its scores are historicised in the data warehouse and made available to marketing automation systems via our API gateway, so that they can be used as selection criteria for operational campaign management.<\/p>\n<\/div>\n<\/div>\n\n

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Result<\/h2>\n\n\n\n