AI

Customer experience personalization is no longer an option, it is the norm imposed by giants like Amazon or Netflix. For marketing teams, the challenge is now clear: it is no longer just a "nice to have," but an essential lever for boosting revenue and loyalty. However, moving from theory to [...]

In our first article, we discovered what clustering is and how it can be useful for better segmenting data, particularly in marketing. In the second article, we explained how to implement a clustering approach. In this third part, we will present a concrete use case in the [..] sector.

Clustering [1] is an unsupervised machine learning method aimed at grouping similar objects or observations without prior knowledge of the classes or categories to which they belong. The objective is to discover hidden structures within the data. To fully understand the concepts behind this term, as well as its practical applications, find [...]

The acquisition of new prospects and clients is central to a company's strategy. But how can this process be made as optimal and truly ROI-driven as possible? At a time when the customer journey has become digitised in many sectors, from the consideration phase to the loyalty phase, including [...]

One of the key concepts in marketing is the approach to segmenting a target market. This approach is essential because by dividing the market into sub-segments, a company can decide whether or not to offer a product and adapt it according to the different segments. Segmentation should therefore allow for the establishment of homogeneous groups of […]