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Benetton - Digital Analytics
Discover the deep traits of each user by analyzing their behavior in e-commerce and newsletters
Challenge - Giving the right value to every customer
Benetton, a company known worldwide for its fashion line, needed to retrieve qualitative and subjective information about users who visited its e-commerce and newsletter, to ensure an optimal customer experience in one-to-one logic.
Solution - Neosperience User Insight
We then used the Neosperience User Insight Solution on e-commerce and other digital touchpoints of the brand.
By analysing the browsing behaviour of users - through Advanced Analytics and Machine Learning techniques - we were able to derive their subjective characteristics, such as their psychographic profile.
By analysing the browsing behaviour of users - through Advanced Analytics and Machine Learning techniques - we were able to derive their subjective characteristics, such as their psychographic profile.
Impact - Deep customization of the experience
This new qualitative information allows Benetton to enrich its Customer Database and to customize communication based on the propensities and subjective characteristics of each customer, both current and potential
We have therefore achieved the ambitious goal of improving the customer experience and increasing their involvement as well as their propensity to purchase.
We have therefore achieved the ambitious goal of improving the customer experience and increasing their involvement as well as their propensity to purchase.
User Insight
The project for Benetton was carried out with the Neosperience User Insight solution
