Local Event Marketing Kit - overview
LOCAL EVENT MARKETING KIT AND CONTEXTUAL CUSTOMER ENGAGEMENT
KEY PERSONNEL: CHANDRA NARAYANASWAMI, SCOTT McFADDIN, KIM HENDRIX, AJAY DESHPANDE, CHRIS MILITE, CHRIS LOGIUDICE, GREGORY KEYS
“Local Event Marketing Kit” work was done with a leading grocer (2014-2016) that uses machine learning techniques to compute the influence of local events on customers, products, and stores based on past purchase history and catalog of local events (community, sporting, ethnic, weather) and then create marketing campaigns and demand forecasts. This work has been publicly showcased at the National Retail Federation annual Big Show- http://nrfbigshow.nrf.com/ that brings several thousand retailers together. Portions of this work are in instantiated in by IBM product teams in IBM Demand Insights - http://www-01.ibm.com/common/ssi/cgi-bin/ssialias?htmlfid=REF03007USEN and IBM Metro Pulse - https://www-935.ibm.com/services/us/gbs/cognitive/ibm-metro-pulse/
Another novel idea and technology “retail customer engagement zones” (2014-2016) where a competitor’s zone of influence is computed as a time varying function per product based on factors such as customer’s observed locations and travel patterns, and purchase history, local events and weather, competitor’s relative pricing and marketing incentives, and social media signals.
Some pending US Patent Applications Related to the project.