"Using Amplero's new Influencer Optimization capability, marketers can now think beyond 1:1 personalized customer interactions and understand the full network impact of their campaigns. Identifying and targeting the most connected influencers and empowering them to spur friends and connections to take the desired action can lead to significant incremental revenue, retention or engagement results for our clients," said Olly Downs, PhD, CEO at Amplero.
The new capability was recently featured in a breakthrough study, "Beyond the Target Customer: Social Effects of CRM Campaigns," published by the American Marketing Association's Journal of Marketing Research.
Amplero Principal Research Software Engineer Matt Danielson partnered with researchers from Columbia Business School and HEC Paris to quantify the ripple effect of marketing campaigns on non-targeted customers in the targeted customer's network. In a randomized field experiment using Amplero to deliver highly contextual messaging and observing the behaviors of nearly 6,000 mobile customers, the researchers found that social connections of targeted customers increased usage and were less likely to churn due to a campaign that was neither targeted at them nor offered them any direct incentives.
"This research has considerable implications for the way marketers think about their customer relationships," said Downs. "While most marketers are focused only on the behavior of specifically-targeted customers in a given campaign, machine learning that takes into account ego networks enables continuously-optimized interactions with the customer that take into account how they interact with one another."
To learn more about how Amplero can help marketers use the power of influential, well-connected customers to maximize the impact of marketing efforts, download the CMO's Guide to Influencer Optimization.
Amplero is a digital intelligence platform that enables marketers to achieve what's not humanly possible by leveraging machine learning and multi-armed bandit experimentation to automatically optimize every customer interaction to maximize customer lifetime value and loyalty.
Using Amplero, marketers in telecom, banking and finance, gaming, and software-as-a-service have seen more than three percent incremental growth in customer revenue and five times retention benefit, often touching their customers less frequently while delivering great omni-channel customer experiences. For more information, visit www.amplero.com or follow us on Twitter.
To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/breakthrough-socially-aware-marketing-measurement--experimentation-capability-enables-marketers-to-pinpoint-most-influential-customers-measure-ripple-effect-of-campaigns-300393370.html