If I told you that it was possible to increase the effectiveness of both your media spend and your inventory management in such a way that you could cut costs and increase revenue, you might think it was magic, right? Well, it isn’t alchemy, but it is data science—and it is entirely possible by leveraging our Publicis Sapient Inventory Media Optimizer.
This solution allows you to ensure you have the products and messaging your customers want and need, in the right place, when they want to buy.
The Inventory Media Optimizer starts with unique demand models to generate customer buyer propensity scores that can uniquely optimize media spend and inventory planning.
The Inventory Media Optimizer has a palindrome effect, in that it can function in either direction. You can start from the perspective of the media buyer, looking to optimize media spend and creative, or you can arrive from the viewpoint of the supply chain function, looking to improve the customer experience by ensuring the products they wish to buy are in place and available. This might all seem obvious, but not many companies are currently working across their organizations in this way. Too often, while leaders are looking at how they can improve efficiencies and optimize within their function (e.g., media buying or supply chain optimization), they are doing this in a silo. We have all too often seen media continue to be spent against products not in inventory, and we are confident we can fix that.
The rewards can be significant for those who use customer buying propensity data to influence their media spend and allocate their inventory. So, let’s explain why Publicis Sapient, in partnership with IBM, is uniquely positioned to help you address this.
In addition, through Epsilon, we bring a unique understanding of identity as it relates to media and as it relates to customer propensity to purchase. Epsilon’s CORE ID has a unique ability to deliver personalization at scale, providing a bridge across inventory and media performance. The identity graph gives us unique customer and prospect spending pattern insights that allow us to improve inventory outcomes and improve media conversions.
The final piece of the jigsaw puzzle is data science. You can have all of the information in the world, but without the right lens at the heart, it would be impossible to read what the information is telling you and to drive optimization. We do this through our PS AI Labs joint venture and our strong foundation in a data-driven approach. Our PS AI Labs team delivers the fastest, most efficient data science to continuously activate and optimize personalized experiences—and eliminate media waste.
So, what are we saying? In a nutshell, anytime a customer or prospect interacts with your brand, we can use media signals and inventory signals to improve the outcomes of those interactions. Knowing whether or not products are available in a given region—as defined by your customer’s identity—we are able to improve conversions and optimization, simply by not showing the products that are out of stock or optimizing through an offer for stock which has excess inventory. Through a real-time data connection between inventory and media performance, we can optimize your media spend and customer experience—while simultaneously optimizing your supply chain, inventory, and returns.
This is not a one-size-fits-all methodology—in fact, our data scientists use a Bayesian style approach to evaluate the likely returns for an organization. This is the same methodology used by vaccine manufacturers to speed up results, so we know it works.
By overlaying the demand by region or zip code in North America, along with the inventory within the same region or zip code, we were able to see where demand outstripped inventory, and make adjustments accordingly (either by changing dynamic ad creative in that region or increasing inventory to meet demand). As you can imagine, this led to big efficiencies in media spend and in inventory optimization for the organization.
Finally, the other way in which the Inventory Media Optimizer delivers benefits is through an improved customer experience. The more we know about the customer, the more we are able to tailor offers and ensure stock availability in alignment with their preferences. Also, once we know more about the customer, it is possible to vastly improve the relevancy of their search and offers by applying criteria from past searches and purchases.
In conclusion, we know the Publicis Sapient Inventory Media Optimizer will be able to increase the efficacy of your media spend and improve your inventory management such that you can cut costs and improve revenue—the only unknown at this time is by how much. If you would like to explore this further, please get in touch. No smoke and mirrors, only science.
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RAY VELEZ
ray.velez@publicissapient.com
SUDHAKAR NAIDU
sudhakar.naidu@publicissapient.com
Together We Take Digital Experiences Into Tomorrow
Publicis Sapient is a digital transformation partner helping established organizations get to their future, digitally-enabled state, both in the way they work and the way they serve their customers. We help unlock value through a start-up mindset and modern methods, fusing strategy, consulting and customer experience with agile engineering and problem-solving creativity. As digital pioneers with 20,000 people and 53 offices around the globe, our experience spanning technology, data sciences, consulting and customer obsession—combined with our culture of curiosity and relentlessness—enables us to accelerate our clients’ businesses through designing the products and services their customers truly value. Publicis Sapient is the digital business transformation hub of Publicis Groupe.
For more information, visit publicissapient.com.