ProCogia performed a prescriptive impact analysis
Company Information
A leading retailer sought to quantify the impact of new digital assets on customer behavior and engagement across their online platform. The challenge was to map the complex digital journey of customers, integrating multiple data sources to provide actionable insights. ProCogia was tasked with creating a solution that would not only analyze past user sessions but also prescribe ways to enhance future digital asset development for improved customer engagement.
The Challenge
The retailer faced several challenges in understanding the effectiveness of their digital assets. These included defining what constitutes a user session, integrating diverse data streams into a coherent analytical model, and developing a methodology to measure the impact of digital assets on customer behavior accurately. The ultimate goal was to leverage these insights to drive the development of future digital assets, optimizing customer engagement and business outcomes.
Procogia’s Approach
Map the customers’ digital journey
and develop criteria to define a “user session” on the retailer’s website, considering multiple factors including turnaround time and whether the customer made a purchase during that session.
Build a digital data model
using inputs from multiple streams and databases to establish a single analytical platform.
Develop statistical summaries
of these user sessions for multiple windows of 5 days, 10 days, 15 days etc. during the year, and comprehensive analytical reports in a format that is understandable and meaningful to all client stakeholders.
Compare and contrast the engagement
of users in sessions with the new digital assets against those of other digital customers, and conduct an impact analysis on behavioral variables such as customer spend, time spent on the site, pages visited, etc.
The Results
The client is now able to understand how their new digital assets perform and affect user engagement across their digital landscape.
This insight has informed the development of future assets to optimize customer engagement.
The approach has established a reliable foundation for future digital-path analysis.
Services Used
Data Consultancy
We provide data consultancy to organizations to optimize your investment in people, processes, and technology. This is typically through data strategy engagements, roadmaps, transformations, and independent technology advice.
Data Science
We use open source technology to leverage the full potential of your data. Predictive and prescriptive results are actioned using AI and Machine Learning (ML).
Conclusion
ProCogia’s prescriptive impact analysis for the major retailer represents a pivotal advancement in digital asset strategy. Through meticulous data integration, analysis, and reporting, ProCogia enabled the retailer to understand the impact of digital assets on customer behavior deeply. This project not only empowered the retailer to optimize future digital initiatives for maximum engagement but also established a scalable model for ongoing digital journey analysis. ProCogia’s expertise in data science and consultancy has thus played a crucial role in transforming the retailer’s approach to digital asset development, driving enhanced customer engagement and business performance.
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