In collaboration with ONE Marketing and ONE Prediction, the DR Concert Hall has developed and implemented a personalization solution based on artificial intelligence and machine learning, which over time creates a cognitive profile on the individual level – both for known and new guests. The pilot that started in 2017 today serves as a fully automated solution, which forms part of DR Concert Hall overall “marketing ecosystem”. Data flows across platforms and merges into a 360-degree view of each visitor’s response and purchase history.
In the response history, all the content that the individual has interacted with, or chosen not to interact with, is collected. Content is transformed via Natural Language Understanding (NLU) and picture analysis into words and concepts that form part of the overall data landscape and create a fine-grained picture of the individual’s taste in music – 1: 1. New concerts are automatically profiled and matched to the individual guest. The self-learning platform automatically switches between 8 models to form a cognitive match between the individual and each concert. Thus, hyper-personalization becomes a decisive standard in all points of contact.
What do customers experience?
Every time a guest visits the site and searches for an artist, explores the calendar or chooses favorite concerts, DR Concert Hall gets to know him or her a little better. This means that every visit you have, you have the opportunity to create a personal match based on personal preferences. Each visitor displays individual versions of the site based on preference and likelihood of purchase. The better you know the guest, the better the recommendations. Is it e.g. 250,000 visitors, there are 250,000 unique front-pages.
When an email is sent, the personalization robot ensures that the right customers are selected. This reduces the amount of communication that can be perceived as “noise”. In principle, e-mail contains only those concerts that are most relevant to the individual guest. The content is controlled by the personalization solution, which selects both the number of relevant events, which events and in what order to present them. All records are unique to each recipient.
E-commerce activities on Facebook and Instagram are also adapted to the guests’ cognitive profile. Direct integration to these channels enables content marketing based on the individual’s interests. It also provides unique opportunities to reach look-alikes from the most relevant audience for a specific concert.
The marketing ecosystem consists of award-winning UX, automation and the personalization solution, which provides a unique and holistic approach to all marketing efforts.