Emarsys launches artificial intelligence capabilities to simplify and the Role of B2C marketers


Emarsys, the global B2C marketing cloud company, has launched Emarsys AI Marketing (AIM), which will, it is claimed, revolutionise the role of marketers, and increase revenue and return on investment (ROI) for global brands.

The new, disruptive capabilities of AIM will alleviate the marketer's burden, not by adding more disparate tools, but by simply and effectively bridging the gap between complex data science and executing truly personal omnichannel campaigns at scale.

AIM also provides progressive marketers with a powerful, but hype-free and tangible AI solution with previously unexperienced capabilities, such as personalised incentive recommendations with just a flip of a switch, and significant business value with potential revenue uplift of more than 28%.

According to Forrester, 40% of loyalty marketers struggle with personalisation. Emarsys AIM allows progressive marketers to be more empathetic and focus on one-to-one engagement with their customers, but at scale and enabled by AI that removes the burden of operational and execution tasks. By allowing marketers to focus more on strategy, content and creative, global brands in the e-commerce, retail, travel and other B2C industries can expect more engaged customers, improved loyalty and increased revenue, thereby achieving greater ROI.

Marketers will interact with AIM through a unique and intuitive user experience (UX) portal that embeds enhanced features into the Emarsys B2C Marketing Cloud. AIM automates the timing, content and communication channel by using intelligence developed through analysis of over two billion Emarsys unified customer profiles.

Emarsys retail and e-commerce clients already using AIM, such as Evolution Slimming and Japan Centre, have voiced support and are experiencing significantly increased value.

"Marketers today are still fine-tuning campaigns manually and basing segmentation and personalisation decisions on intuition rather than deep, data-based insights," said Hagai Hartman, Chief Innovation Officer at Emarsys. "The capabilities developed in-house, from the ground up, and built into Emarsys AIM allow progressive marketers to re-imagine their role in businesses of all sizes. They can easily improve results, in terms of revenues and ROI, by taking the guesswork out of campaigns and spending less time on mundane operational tasks."

Emarsys has a rich heritage of providing tangible and accessible data science and machine learning solutions to thousands of clients. Innovation is at the heart of Emarsys and fueled by an R&D team that makes up almost a quarter of the company's 614-person workforce.

The launch of AIM comes shortly after Emarsys announced another $22.3million of funding, bringing the company's total to $55.3 million over the past 24 months. This financing will fuel innovation in AI, such as Emarsys AIM, and accelerate growth as Emarsys builds on recent success and seeks new opportunities in existing and new markets, such as the US.

AIM capabilities have already delivered significant ROI to Emarsys customers, including Evolution Slimming - a global online supplier of weight loss supplements that ships to over 100 countries. The AI-powered Incentive Recommendations feature of the Emarsys B2C Marketing Cloud is helping Evolution Slimming to achieve significant results1, including +28.6% uplift in revenue compared to 'default incentive' control group, +32.2% uplift in lead-generated revenue and +6.5% revenue uplift from defecting buyers. The full case study can be found here.

"Individual incentive and voucher matching was never really a possibility; it was all or nothing on a campaign-wide basis. When it came to defining the nature and quantity of the incentive, it was a guessing game that tried to balance engagement gains with margin hits," said Russell Nicholls, Commerce Director at Evolution Slimming. "We struggled to identify who should receive discounts, or for what amount. The answer was hidden in our data, revealed with this new solution [AIM Incentive Recommendations] that not only identified what action to take, but completely automated the delivery process. AI at its finest, really."

Emarsys AIM, which sits between the Execution and Campaign layers, will introduce new features in both the near and long term. At launch, Emarsys AIM will support and enhance a number of Emarsys products, including:

  • Individually tailored Incentive Recommendations to maximise revenue
  • Predictive Product Recommendations for personalised shopping experiences
  • Machine learning for Send Time Optimisation and perfectly timed content

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