Global Enterprise Marketing System (GEMS) OVERVIEW
GEMS is a complete Omni-channel marketing data platform. Raw data from fulfillment, 3rd parties, and promotions are consolidated, integrated, and then engineered to optimize the collective value. Individualized scoring algorithms are used to improve campaign ROI & match the right offer and price to the right audience. The optimized data are made available for marketing promotions, customer service, and other touch points, building the bonds of a strong relationship between client and customer. Data is connected to 3rd party analysis and dashboard tools.
Marketing Data Platform
A variety of data is ingested and transformed using standardized and customized (as needed) stored procedures. Transactional, customer, and promotional data is standardized and engineered to flow into each client’s business rules, KPI’s, and marketing requirements. Data is updated as needed, including in real-time. The goal is to transform raw and disconnected data into a sum that is greater than its parts, which builds tremendous value and leads to higher response rates and profits.
The goal is to transform raw and disconnected data into a sum that is greater than its parts, which builds predictive leverage and leads to higher response rates and profits. Scoring is used to optimize marketing activities for specific goals - e.g. a paid order, or maximizing prospect generation. Optimization occurs with campaigns, offers, marketing channels and products. It can be used with online or offline campaigns, customer service and matching segments to the right offer.
Back-end Data & Email Integration
Upsell and triggered rules can be created in GEMS to link and integrate all marketing activities in real-time. Database-driven triggers can be created for email campaigns that are executable in real-time, hourly, or daily. Audience segments can be selected, prioritized, and unduplicated for email campaigns. High-value customer segments can be cloned online through third parties such as LiveRamp. Customer “look alike” segments can be created and automated for effective programmatic ad buys.